Continental partners with DigiLens in augmented reality tie-up

Continental has entered into a strategic partnership with DigiLens Inc., a leader in holographic projection technology for application in automotive and consumer electronics. The partnership has been formed to develop ultra-thin Augmented Reality Head-up Displays that will further enhance a wider market penetration in cars of different segments.

“With this strategic partnership Continental aims to accelerate and boost the adoption of Augmented Reality in the automotive industry,” said Helmut Matschi, member of the Executive Board of Continental and head of the Division Interior. “More and more drivers will have all relevant information in their line of sight; thanks to the advanced technology Continental and DigiLens will bring to Head-Up Displays. This will bring us closer to our vision of zero accidents.” The technology will be displayed for the first time at the upcoming Consumer Electronics Show (CES) in Las Vegas in January 2017.

Jonathan Waldern, founder and CEO of DigiLens said: “Together with Continental we will make roads safer and accelerate the adoption of Head-up Display technology.”

According to the two companies, the technology will also ease drivers into accepting automated driving faster. This is said to be because automated driving will require a holistic human machine interface that will lead to a safer and more intuitive driving experience with an enhanced joy of use.