Extended Reality for Vehicles - Industry analysis

Extended Reality for Vehicles - TimeLine.

timeline
    title Extended Reality Development for Vehicles
    section 2021
      Oct : Meta & BMW partnership
    section 2022
      Nov : HoloRide & Audi
    section 2023
      May : Meta & BMW Quest Working In A Moving Car
      Oct : BMW metaverse
    section 2024
      Jan : Apple Vision Pro (Travel Mode)
      May : Meta Travel Mode
      Aug : DeepMirror Car XR update

Detailed TimeLine:

• 2021 Oct : Meta & BMW announced a partnership on XR-in-car problem. ¹
  • Problem of Non-inertial reference frame: cameras and Imu are in conflict.
• 2022 Nov : HoloRide €700 kit, contains HTC’s ultra-compact Vive Flow headset and a wireless gamepad (€50) ². youtube video.
  • Technology (3DOF + Canbus + recenter):
    • using only IMU for giving 3DOF movement (rotation only).
    • need user interface to recenter the screen (to driving direction).
    • (Audi only) uses the car’s real steering, accelerating, and braking as virtual movement.
• 2023 May : Meta & BMW Quest Working In A Moving Car ^{3 4}.
  • collaborated with BMW to incorporate IMU data from a BMW car’s sensor array in real time into the tracking system of XR devices.
  • Next step : add the car’s location relative to the world, using the car’s precise 6DOF positioning system.
  • not yet ready for customers.

• 2023 Oct : BMW metaverse ⁵.
• 2024 Jan : Apple Vision Pro ⁶ Travel Mode.
  • Cannot work properly on moving vehicles.
• 2024 May : Meta Travel Mode with 6DOF⁷. It enables Quest to run in a moving car (where AVP’s travel mode failed to work).
• 2024 Aug : MOKUKU’s Car XR incar-6dof offering 6dof w.r.t. both car and world.

MOKUKU’s Development Path

• Achieved full 6DOF tracking relative to both the car and the external world.
• Developed faster than Meta in implementing real-world car-relative VR, despite fewer resources.
• Combines vision-based SLAM with in-car sensor fusion for precise, smooth tracking.
• Enables immersive in-car experiences, such as virtual pets, interactive dual-display animations, and passenger-aware VR content.

MOKUKU demonstrates that it is possible to provide stable, high-quality XR experiences in moving vehicles. By leveraging vision-based SLAM and creative in-car interactions, it not only solves technical challenges but also opens the door for new forms of passenger engagement.

Future of VR in Moving Cars: Feasibility and Market Potential

Here’s a careful, structured analysis of the future of VR in moving cars, considering technology, market, and user acceptance:

Future of VR in Moving Cars

• Technical: VR in moving cars is possible today and will improve rapidly.
• Content & Adoption: Applications exist but are currently limited; success depends on short, engaging, safe experiences.
• Market: Early adoption likely in premium vehicles, gaming, or family markets. Broader consumer adoption depends on autonomous vehicle growth and compelling content.
• Overall: The idea can sell, but the VR experience must be tailored to passenger comfort, motion safety, and engaging content rather than mimicking traditional home VR games.

1. Technological Feasibility

• 6DOF Tracking & Vision-Based SLAM:
  • Current solutions (like MOKUKU) demonstrate that precise 6DOF tracking relative to both the car and the world is achievable.
  • Vision-based SLAM + sensor fusion overcomes issues like non-inertial reference frames and vehicle vibrations.
• Hardware Constraints:
  • Headsets need to be lightweight, untethered, and safe in moving vehicles.
  • Low-latency streaming and motion compensation are critical to prevent motion sickness.
• Future Outlook:
  • With continued improvements in VR headset comfort, real-time tracking, and car-integrated sensors, VR in moving vehicles is technically viable for mass adoption in the next 3–5 years.

2. Potential Applications

• Entertainment:
  • Gaming, virtual theme parks, interactive stories, and virtual pets (like MOKUKU).
  • Immersive travel experiences (e.g., virtually flying over cities while the car drives).
• Education & Productivity:
  • Children’s educational VR content during long commutes.
  • Remote collaboration or “office” VR environments for passengers.
• Wellness & Fitness:
  • Light exercise or mindfulness experiences that passengers can safely perform while seated.
• Marketing & Commercial:
  • XR ads or branded virtual experiences integrated into the vehicle experience.

Limitation: Apps must be short, safe, and adaptable to unpredictable vehicle motion. Long, complex VR games are less feasible.

3. User Acceptance

• Pros:
  • Passengers gain entertainment during commutes, reducing boredom.
  • Gamified systems (virtual pets, interactive worlds) can create repeat engagement.
  • VR experiences may become a differentiator in premium vehicles.
• Cons:
  • Motion sickness is a real barrier for many users.
  • VR in cars currently requires learning and trust (users may worry about discomfort or motion sickness).
  • Social norms: passengers may prefer shared screen or AR experiences over fully immersive VR.

Prediction: Early adopters and younger audiences are likely to embrace it. Mass adoption may require short, interactive, low-risk experiences rather than full-length VR games.

• Current Market:
  • Limited; Holoride shows some traction in Europe, Meta Travel Mode experiments, and Apple Vision Pro demonstrates interest.
• Growth Potential:
  • Tied to autonomous vehicles—as driving becomes less attention-demanding, passenger-focused VR becomes more appealing.
  • Luxury and family vehicle segments are the first adopters.
• Challenges:
  • Content availability and ecosystem development. Without compelling apps, VR adoption stalls.
  • Integration with vehicle sensors and safety regulations.

References: