Microsoft, Volvo team up to sell cars using holograms

Partnership calls for car maker to create virtual showroom experiences for Microsoft's HoloLens

People who want to buy a new Volvo in the future may search for the car of their dreams by looking at holographic renderings rather than walking around a physical showroom filled with vehicles.

The Swedish car maker announced a new partnership with Microsoft this week to use the tech giant's HoloLens augmented reality headset in order to provide a virtual showroom experience to customers. Scott Erickson, a senior director in charge of marketing on the HoloLens team, said in a blog post announcing the deal that it could allow users to examine the interior of a car, or look at its drivetrain in action.

It's a clear and useful application for the HoloLens, a headset that lets wearers overlay digital objects on the world around them. It does that by packing a headband full of sensors and processing tools to create a window in users' fields of vision where they can interact with digital objects.

Volvo and Microsoft are also working together on a variety of other technology initiatives, according to a report by Jacob Demmitt at GeekWire. The two companies are also partnered on building autonomous cars, putting them in competition with Tesla, Google and maybe even Apple, if the rumors about the company's automotive ambitions are true.

This partnership is just one of many Microsoft has been forging around its augmented reality headgear. The company has already announced that it's working with organizations like NASA's Jet Propulsion Laboratory, Trimble and Case Western Reserve University to build applications for the device.

Independent developers who want to get their hands on Microsoft's virtual reality headgear can file an application with the company to buy a $3,000 HoloLens developer kit. It's unclear how that device (which is slated to ship during the first quarter of next year) will compare to the final consumer version of the HoloLens, for which Microsoft hasn't announced a release date.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

We supply petroleum product such as JP54, D2, D6, JET A1, Serious buyer should contact now for SCO in order to work with seller workable ...

Vico Peißker

ACCC releases Consumer Data Right draft framework for comment

Read more

What is your opinion about chatbots serving your customers? My belief is bots are going to be the future of customer service and fulfilme...

Giridhar Prathap Reddy

NAB taps power of AI chatbots for business customer service

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Deloitte TMT Predictions: AR and mobile crucial for marketing success in 2018

Read more

Hi there! Thanks for this interesting article! I love to read about new technology and software that makes our lives easier. I'm looking ...

Julia Summer

Wartsila overhauls Web platforms to create ‘seamless’ brand experience across all devices

Read more

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Latest Podcast

More podcasts

Sign in