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Volvo Cars and Microsoft Partner Up, Preview Untethered Holographic Configuration

Imagine you’re walking in your local mall and stop by a pop-up dealership. You strap on Microsoft’s HoloLens and start configuring your next car. You opt for the vehicle’s features on a powerful, wearable computer that mixes holograms with the physical world. That’s just one of the technologies Volvo Cars is developing with the IT giant.
Volvo Cars and Microsoft Partner Up, Preview Untethered Holographic Configuration 4 photos
Photo: Volvo Cars
Volvo Cars and Microsoft Partner Up, Preview Untethered Holographic ConfigurationVolvo Cars and Microsoft Partner Up, Preview Untethered Holographic ConfigurationVolvo Cars and Microsoft Partner Up, Preview Untethered Holographic Configuration
The two companies revealed today how Microsoft HoloLens might be used in the future to redefine how customers first encounter and explore a car, as well as how autos might be bought and sold in the future. Volvo also claims the partnership may lead to the development of autonomous driving technologies and the utilization of data generated from connected cars to create new services.

Those who haven’t had the chance to join the HoloLens demonstration that was conducted at Microsoft’s global headquarters in Redmond, USA, should not worry. They will get to experience how mixed reality might be used by customers to configure cars in three dimensions in January at the North American International Auto Show in Detroit, when it will be officially unveiled, along with Volvo’s new S90 premium sedan.

Those who were present at the event, though, experienced Volvo’s new sedan and its latest autonomous driving technology in 3D even before the car was built and launched. “We are thrilled to be working with Volvo Cars to reimagine what is possible in car design, discovery and purchasing,” said Scott Erickson, Senior Director, Microsoft HoloLens at Microsoft Corp. “We are excited to be at this intersection of technology and human-centric design with Volvo.”

It’s not just marketing Volvo Cars is after, as the longer-term cooperation between the carmaker and Microsoft will approach a range of new technologies, all of which have implications for the automotive industry. Aside from autonomous transportation, they will also develop how information gathered by cars and their drivers can be used to enhance the driving experience and the possibility of using predictive analytics to improve safety.

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