Project Ideation

Continental and ZAUBAR are at the forefront of developing an innovative augmented reality (AR) in-car infotainment system. As members of the XReco consortium, both companies are pioneering new methods to leverage extended reality technology in novel media, such as automobiles. Augmented reality, distinct from virtual reality, offers flexibility across various devices without the need for dedicated hardware. This versatility forms the foundation for Continental and ZAUBAR's venture into equipping automobiles with AR-enhanced infotainment systems.

XReco consortium and ZAUBAR visited Continental in Timisoara

Continental and ZAUBAR Combine Their Expertise

Continental brings a wealth of experience in creating heads-up displays and sophisticated in-car entertainment systems. This expertise complements ZAUBAR's specialization in location-based augmented reality experiences, making it an ideal partner for enhancing passenger journeys. The collaboration under the XReco project aims to create a compelling demonstrator that integrates these strengths, showcasing the potential of AR in automotive settings.

ZAUBAR setting up their app on Continental's in-car infotainment system

Current Situation

Progress is well underway, with Continental successfully outfitting vehicles with cameras, laying the groundwork for AR integration. ZAUBAR has developed an augmented reality content management system (AR CMS), enabling the placement of multimedia content anchored in the real world. The next phase involves seamlessly integrating location and camera data with mobile operating systems, ensuring the precise delivery of AR assets based on real-time location and contextual relevance.

Why Augmented Reality During a Car Ride?

Augmented reality offers a unique, context-aware entertainment system that enhances passenger experiences without detaching them from their surroundings. Passengers can enjoy rich, programmable content that enhances their journey, providing insights about the route, local flora, and geographical features. This immersive experience allows passengers to explore and appreciate their environment in new ways, offering an engaging alternative to traditional in-car entertainment.

Nearby location-based augmented reality station on Continental's in-car infotainment system

Conclusion

Continental and ZAUBAR's collaboration marks a significant advancement in the integration of augmented reality within automotive infotainment systems. By leveraging their respective expertise within the XReco consortium, they are creating a prototype that enriches the passenger experience through innovative, context-aware AR content.

ZAUBAR App's loading screen with XReco logo on Continental in-car infotainment system

About ZAUBAR

ZAUBAR is an AI-powered platform offering an easy way for brands, agencies, and cultural institutions to create, distribute, and monetize AR experiences anywhere in the world.

About Continental

Continental develops pioneering technologies and services for sustainable and connected mobility of people and their goods. Founded in 1871, the technology company offers safe, efficient, intelligent, and affordable solutions for vehicles, machines, traffic, and transportation. In 2023, Continental generated sales of €41.4 billion and currently employs around 200,000 people in 56 countries and markets.

About XReco

XReco’s mission is to make it easier to integrate XR content into the media industry by providing a platform that facilitates content sharing, search, and discovery.