Implementing edutainment for the first time

holoride collaborates with Porsche and Discovery Channel24 Sep 2019
Luxury SUV with holoride print moving along country road
A Porsche Cayenne takes passengers into a “world of worlds”
After proving the technical integration of our software with Porsche during the STARTUP AUTOBAHN program, we met the premium car manufacturer again – this time, at Porsches Next Visions Day, part of IAA. As a holorider, in the back of a Porsche Cayenne, you can choose from an experience menu list: enjoy a drone flight across a future city, curiously explore the deep sea, or watch the birth of our planet in an intriguing 2D documentary. Our Ambi Environment technology allows passengers 2D video consumption using the VR goggles and fueled by the world leader of real-life entertainment: Discovery Channel.
Space shot of Earth
The Ambi Environment combines 2D video content with a moving surrounding, allowing consumption without motion sickness

2D content made enjoyable for the car

“For the first time, we not only show that our technology enables entertainment and gaming in a moving vehicle. This time the news is about non-fiction, education, and edutainment,” Nils from holoride explains. As a first content partner for these kinds of experiences, we are proud to announce our collaboration with the Discovery Channel, an expert of real-life content for more than 30 years. With this first collaboration we prove that exciting 2D content can also be enjoyed in the car by becoming immersive. The flight through the future city demonstrates how documentaries could look in the future, beaming passengers through time and places, allowing them to dive into a variety of worlds.
Futuristic city skyline
Taking the passengers to an immersive VR drone flight through a next century city

Discovery on the move

For Discovery, this step appears highly consistent and useful: “We play a decisive role in shaping the evolution of moving image consumption and are delighted to be able to reach passengers now also in their vehicles with our high-class documentaries,” said Alberto Horta, Deputy Managing Director Discovery Germany. After going underwater and back in time, we are curious to see where our future cooperation with Discovery will take us.
Four people in discussion on stage
Nils, Alberto Horta (Discovery) and Anja Mertens (Porsche) introducing their joint project during Porsche Innovation Day at IAA

A steadily growing open platform

Collaborating with Porsche and Discovery once more underlines our approach to being a truly open platform for any car manufacturer and content developer in the world. From gaming to education, no matter what the content is about, with holoride it becomes more immersive, more explorative, and more enjoyable on the move.

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
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