WayRay Holograktor Electric Concept Brings 3D Augmented Reality to the Car

wayray holograktor concept 2021
  • A just-revealed electric concept car from Swiss “deep tech” company WayRay shows off 3D augmented reality as part of the car’s technology.
  • The car is designed for ride-hailing—someday you may call up an Uber Holograktor instead of an Uber Black—and is mainly a showcase for the holographic technology the company makes.
  • Porsche, Hyundai, and Chinese e-commerce giant Alibaba are all early investors, WayRay says, and the company is targeting release, possibly with a major automaker, by the end of 2025.

We love the sort of outlandish concept cars that treat themselves as high art, and regret that COVID-19 and the general death of the big auto show is increasingly denying us this pleasure. But here is a spectacular example of the genre to lift the late holiday weekend malaise: meet the WayRay Holograktor.

The concept’s purpose is serious: to demonstrate what Swiss company WayRay says is a new holographic windscreen display technology that will allow apparently three-dimensional images to be added to the real world. The angular concept that has been built to preview it, just officially unveiled in Germany, is a spectacular example of the attention-grabbing show car. The design might look as if it has been influenced by the early video games that attempted to render the world in large polygons, but WayRay says it is actually inspired by Russian constructivism, the abstract art movement that created many of the geometric propaganda posters used in the USSR.

“If you have those early Soviet posters in mind, you can see those brightly colored geometric shapes of triangles and blocks,” the Holograktor’s Russia-born designer Sasha Selipanov explains in the official press release—he previously worked for Bugatti, Genesis, and Koenigsegg. “Coincidentally, the triangular form is reminiscent of a prism, like Pink Floyd’s Dark Side of the Moon album cover.” It’s hard not to love any car that cites both The Floyd and Soviet agitprop as its major influences.

WayRay says the Holograktor has been designed to preview a potential ride-hailing future, although not the fully autonomous one that even the makers of far-out concepts no longer regard as being inevitable. In addition to a fold-away steering wheel for the driver it is also designed for remote operation “by a qualified driver using the car’s cameras, radar, mapping and sensor suites.” Despite the Johnny Cab–style mission, the Holograktor’s unspecified EV powertrain is clearly intended to be potent: WayRay claims a 3.9-second zero-to-62-mph time, a 125-mph top speed, and 372 miles of range.

wayray holograktor concept 2021

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