Kicking off to the Chinese market

Recap CES Asia13 Jun 2019
three white men in black t-shirts with holoride logo and chinese text standing on an airfield
Our founders Marcus, Nils and Daniel wearing 浩乐行
Exciting times for us holoriders! At this weeks CES Asia in Shanghai we kicked off to the Chinese market and introduced two new VR-experiences as well as our Chinese brand name 浩乐行 (HAO LE XING / “amazingly happy journey”) to the public.
Together with the premium car manufacturer and holoride shareholder Audi we gave the CES audience the chance to try two Elastic Content demonstrations in an Audi A8L fleet on an exclusive track in the center of the CES venue.
“After our successful company launch at CES in Las Vegas this year, CES Asia is the perfect opportunity to enter the Chinese market. Our approach is to become the leading platform for immersive, motion-synchronized in-vehicle experiences - and the Chinese market is a key piece to this aim,” says Nils, our CEO and co-founder.
close up of a car side window with a holoride logo and chinese text
holoride-branded Audi A8L

浩乐行

The Chinese entertainment market is one of the most dynamic ones in the world. Same counts for the passenger economy in China. Combining the two industry sectors brings a huge market potential for all participating parties. That's why it was a logical consequence to speed up our presence in China and invite industry leaders from mobility, media, and the XR sector to collaborate with holoride.
The public and press were thrilled. We just can’t get enough of people’s reactions while having their first holoride yelling “It’s magic”. This proves that we are on the right track.
woman and man laughing in the back of the car, wearing vr-helmets with "holorider" written on them
The content seems to be fun

Dive Drive and Cosmic Chase

Our two new experiences are holoride originals from our own production in partnership with amazing CGI and Realtime specialist Mackevision. The team worked 24/7 to create the experiences "Dive Drive" and “Cosmic Chase” within just a few weeks. Mackevision is one of the global market leaders in Computer Generated Imagery from 3D-visualization to special effects for Game of Thrones and various Netflix productions.
“It is amazing to be one of the first creative content studios to work with the alpha version of the holoride SDK. We are literally breaking new ground in the segment of in-car-entertainment and realtime 3D – technologically as well as creatively”, says Steffen Bärenfänger, Global Creative Lead of Mackevision.
What are the experiences about?
In "Dive Drive" the passenger experiences a fascinating underwater world. Floating in a submarine capsule, he encounters dolphins, manta rays and even a blue whale, the largest animal on our planet. As this is learning content, a voiceover tells us about marine life and its habits and living conditions.
In "Cosmic Chase", the passenger is a space rookie on his first mission to destroy the enemy's communications network. Not the easiest job, as the satellites are hidden in the middle of an asteroid field – and the enemy is on the loose.

Nils on stage

Audi invited Nils to take part in their official CES keynote together with Thomas Owsianski (president of Audi China), Max Yin (Audi connect & V2X) and Wu Yunzhou (Design of Audi AI:ME). He officially unveiled our Chinese brand name, gave an overview of the holoride technology and explained the two new demos Dive Drive and Cosmic Chase.
You can see the full Keynote here.
long distance photo of a man on a stage of a conference with holoride logo in the back
Nils on stage at CES Asia

What a week!

We want to be honest: The past weeks during the preparation of this event were full of blood, sweat, but luckily no tears. Maybe some tears of joy when our team yesterday jointly screamed “It’s a wraaaap!” after the CES closed its gates and the whole event was deemed a big success.
We want to say thank you to our amazing holoride team onsite for making all of this possible, to our partners, and of course to Audi for another great joint event that fascinated the guests and pushed our brand forward.
a group of people posing
Our team onsite from holoride and Audi China

About holoride

The German startup holoride creates an entirely new media category for passengers by connecting XR content with data points from the vehicle in real-time. These data points include physical feedback like acceleration and steering, traffic data, as well as travel route and time.
Open to all content creators and car companies, the technology has the power to change backseat entertainment forever; holoride technology significantly reduces motion sickness, opens up a new layer of immersion in games or educational journeys, and creates a stunningly immersive experience.
The tech startup was founded end of 2018 in Munich, Germany by Nils Wollny, Marcus Kuehne, Daniel Profendiner, and Audi, which holds a minority stake in the startup. It was hailed four times “Best of CES” (Las Vegas, Jan 2019) and has been acknowledged as “Best Inventions of 2019” by TIME Magazine. In 2021, holoride went on to win the prestigious SXSW Pitch and was also named Best in Show.
For any further information, please contact Rudolf Baumeister, Senior Marketing & Communications Manager at rudi@holoride.com.
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