OPTIS, Elektrobit Join to Offer Virtual Driving Experiences through AR HUD Content

OPTIS, Elektrobit Join to Offer Virtual Driving Experiences through AR HUD Content

SAN JOSE, CA, USA, Apr 4, 2018 - OPTIS  the leading global virtual prototyping company, and Elektrobit (EB), a visionary global supplier of embedded and connected software products for the automotive industry, announced a partnership for the virtual testing of augmented reality head-up display (AR HUD) systems in a dynamic driving experience. Together, the two will enable car makers to streamline the development process, ultimately shortening the time to market.




OPTIS and EB will combine their expertise in automotive solutions to provide a unique, commercial off-the-shelf solution that can be used by car makers to develop and assess sensor fusion and augmented reality content. With 29 years of experience in optics and light simulation, OPTIS has a proven track record. Its leading driving simulator, VRX, facilitates the assessment of intelligent lighting strategy and simulates sensor acquisition virtually. In parallel, EB’s new augmented reality solution, EB arware, collects and fuses sensor data that is then visualized on the car’s windshield in augmented reality. The combined solution will enable car makers to experience light simulation, optics and augmented reality content in their virtual vehicle prototype.

With an AR HUD, pedestrians, road signs and other vehicles detected by the car’s sensors are highlighted and superimposed on the road via the windshield display. This information can be used to warn drivers of a potential hazard or simply provide insight on their surroundings by drawing their attention to the car’s environment. OPTIS’ VRX makes it possible to virtually test several driving scenarios in real-life driving conditions to anticipate the detection of these dangers, all from the safety of a virtual environment.

“By combining our expertise, automakers will be able to assess augmented reality content in a life-like driving experience,” said Ludovic Manillier, HUD Solution Director at OPTIS. “We are very proud to contribute to speeding up AR-HUDs’ time-to-market as virtual testing enables a very short iteration loop between embedded software development and test and driver experience.”

Car makers’ main objective is to make sure drivers build trust in their vehicle’s detection systems. By enhancing the design of HUD, car makers encourage this by getting drivers the right information in the right place, at the right time, paving the way for better acceptance of more highly automated vehicle technology.

“Augmented reality is opening new doors for car makers and drivers. By augmenting the car’s environment, this solution aims to reassure the driver and give them total confidence in their vehicle,” says Martin Schleicher, EVP, Head of Business Management, Elektrobit. “Car makers invest a lot of time and energy in selecting the best solution for their vehicles. Thanks to our partnership with OPTIS, they now can offer their customers a safer and more comfortable driving experience without having to procure new hardware.”


OPTIS, the virtual prototyping company, brings life and emotion to all industrial projects. Its world leading solutions pave the way for a revolutionary design process: towards zero physical prototype. Since 1989, OPTIS offers its know-how in light and human vision simulation into famous CAD/CAM software and dedicated virtual immersive solutions. This synergy creates true-to-life virtual mockups which are used as real decision-making tools.

Today, more than 2500 clients in over 50 countries already trust OPTIS and innovate day after day with its solutions to ensure the look and safety of their designs, reduce their ecological footprint and bring their future products faster on the market. For more information, visit www.optis-world.com.

About Elektrobit 

Elektrobit (EB) is an award-winning and visionary global supplier of embedded and connected software products and services for the automotive industry. A leader in automotive software with over 30 years serving the industry, EB’s software powers over 1 billion devices in more than 90 million vehicles and offers flexible, innovative solutions for connected car infrastructure, human machine interface (HMI) technologies, navigation, driver assistance, electronic control units (ECUs), and software engineering services. EB is a wholly owned subsidiary of Continental AG. For more information, visit https://www.elektrobit.com.

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