WayRay, the Swiss deep tech company that develops built-in holographic augmented reality displays for cars, debuted at the Geneva International Motor Show (GIMS) 2019. WayRay is continuing its track record of successfully featuring its built-in holographic augmented reality solution in demo cars, this time presenting the top-notch technology in a Mercedes-Benz E-Class sedan. The Mercedes-Benz E-Class is the second demo car with WayRay’s embedded holographic AR display publicly shown in 2019, following the Genesis G80 by Hyundai’s luxury brand unveiled at the Consumer Electronics Show in Las Vegas. WayRay announced the expansion of its portfolio of global partnerships to include a collaboration with Pininfarina, the Italian luxury design and engineering house playing a role in defining the global automotive industry. WayRay and Pininfarina to collaborate on future projects, both in the automotive and other transportation sectors, to promote the integration of WayRay’s holographic AR displays into the interior design definition, leveraging Pininfarina’s competencies. In which car would you like to see our #AR system next? #WayRay #wayray #GIMS #GIMS2019