Volvo to Join Force with Microsoft for Next-Gen Auto Techs

Volvo Cars will reportedly work closely with Microsoft for the development of next-generation automotive technologies. Just recently, the two giant companies demonstrated how Microsoft HoloLens, the world’s first fully untethered holographic computer, might be of use in the future in redefining how customers first encounter and explore a car, as well as how cars might be purchased and sold.

Soon, the two companies may also collaborate in autonomous driving technologies and the use of data generated from connected cars to develop new services.

The demonstration of HoloLens was performed at Microsoft’s global headquarters in Redmond, USA, and exhibited how mixed reality might be used by customers to configure cars in three dimensions. This powerful, wearable computer enables combination of holograms into the physical world.

Björn Annwall, Senior Vice President, Marketing, Sales and Service, explained that HoloLens gives the freedom to create a bespoke experience which customers can steer themselves. “Imagine using mixed reality to choose the type of car you want – to explore the colors, rims, or get a better understanding of the features, services and options available.”

Annwall added that HoloLens technology might also emancipate dealers from more conventional sales environments and enable them to take car configurator out on the road in small Pop-Up stores, malls or even on the high street, opening up new sales channels and presenting cars to a larger potential audience.

Another highlight of the HoloLens demonstration was the mixed reality preview of Volvo’s new S90 premium sedan, which is slated to debut at the upcoming North American International Auto Show in Detroit next year.

Commenting on their collaboration with Volvo Cars, Scott Erickson, Senior Director, Microsoft HoloLens at Microsoft Corp., said that they are excited to be working with the automaker to reimagine what is possible in car design, discovery and purchasing. “We are excited to be at this intersection of technology and human-centric design with Volvo.”

The demonstration marks the start of longer term collaboration between the two companies that will accept an array of new technologies, all of which have implications for the automotive sector.

Autonomous driving will be one of the key areas of focus. Volvo Cars is an innovator in car safety and is in the forefront when it comes to autonomous driving and connected cars. Just recently, it has announced the Drive-Me program in which 100 self-driving and connected cars will be provided to real customers on real roads around Gothenburg by 2017, the grandest autonomous driving experiment in the world.

Other areas of collaboration are anticipated to include how information gathered by cars and their drivers can be used to improve the driving experience and the possibility of using predictive analytics to boost safety.

Klas Bendrik, Senior Vice President and Chief Information Officer at Volvo Cars, revealed his delight to innovate with Microsoft in the field of future mobility, noting that today’s technology would enable them to attain not only a more sustainable and crash-free future but also new benefits for their customers and the society. “Together with Microsoft we aim to pioneer in this field.”