The automakers along with JVC Kenwood and other companies have pumped $80 million into the Swiss firm WayRay that has been developing the AR tech to be roadworthy.
The firm claims that its system has "a smaller projection system that can be installed in almost any car model," versus the head-up displays that automakers currently use. The AR elements can be visible to both drivers and passengers, depending on the needs of an automaker.
WayRay has raised over $100 million in investments since the firm's founding in 2012. The firm is now able to manufacture its own holographic optical systems, hardware, and software. The next step is opening a factory in Germany.