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WayRay is a Moscow-based developer of holographic augmented reality technologies for the automotive industry.

WayRay is a company with offices in several countries, including Russia, Switzerland, China, Germany, and the United States, developing windshield holographic augmented reality (AR) for connected cars. The technology is used to project navigational, speed, object distance, and other information on the lower portion of vehicle windshields, allowing drivers to focus on the road while still accessing the directional navigation and other driving information.

Augmented Reality Products by WayRay

WayRay has developed three different products to produce the AR platform for interactions in vehicles.

Embedded AR

The embedded Head-up-display(HUD) is a small device implanted into vehicle dashboards that projects vehicle information such as speed, virtual object distance, navigation data, and more using Digital Light Processing (DLP) laser projection. This provides geo data that would be seen on a standard navigation system, such as speed limit in the area while providing additional AR environment immersion with standard dashboard information like miles-to-empty. WayRay has partnered with various automotive companies to pilot embedded AR product testing. Some of the companies include Porsche, Germany; Honda, Asia; and Harman International Industries.

AR Rendering Engine (ARRE)

The ARRE is the software that powers all AR solutions developed by WayRay. The software acts as the brain of the AR solutions. The ARRE communicates with sensors, computer vision, and maps through bi-directional data exchange. This produces real-time calculations seen on AR projections, such as virtual object rendering and vehicle positioning information. It is powered by an OBD-II port that collects vehicle and driver information regarding driving habits. The technology is capable of making driving behavior suggestions to optimize fuel consumption and safety practices.

Add-on Holographic AR Display

The add-on holographic AR display was developed for after-market installation for various vehicle types such as airplanes, ships, trains, and other heavy machinery. It merges the technology industry with the agriculture, construction, transportation, and air mobility industries. It provides all resources from both the embedded AR display and the Augmented Reality Rendering Engine; however, the add-on device is less compact than the embedded AR and is intended for large or heavy vehicle use.


January 2020
WayRay Unveils its First Full Colour Holographic AR Display at CES 2020
September 18, 2018
WayRay, a Zurich-based developer of holographic augmented reality has raised $80 million of funding, a Series C led by Porsche, with Hyundai Motor, previous investor Alibaba Group, China Merchants Capital, JVCKENWOOD, and several sovereign wealth funds also participating.

The market for automotive head-up displays was estimated to be worth as much as $560 million last year, with that number growing to over $1 billion by 2023.

September 18, 2018
WayRay raises a $80,000,000 series C round from Porsche.
June 2016
WayRay raises a $10,000,000 series A round.
WayRay was founded by Vitaly Ponomarev.

Funding Rounds


Further Resources



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