Automotive

Audi’s Holoride is a VR experience like no other

Back seat car rides will never be the same again

Published

February 3, 2019

It had been a long day, but I could still barely contain my excitement as a fancy car whizzed me down the interstate to a race track on the outskirts of Las Vegas, one chilly evening before the start of the 2019 Consumer Electronics Show.

While the in-seat back massage made me wish the ride was longer, I also couldn’t wait to get there. Tonight would be my first time in an e-Tron, Audi’s new fully electric SUV, and my first taste of what Audi calls the future of mobility, one with entertainment content at its center.

It’s an interesting proposition, one I’m more than willing to chew on. With self-driving vehicles on the horizon, tonight, instead of getting behind the wheel, I take a back seat, put on a VR headset, and trade my current reality for one that promises to be more exhilarating.

Called “Rocket’s Rescue Run,” it’s the first title in a collaboration between Marvel and Disney and Audi’s new spin off venture Holoride, that aims to make VR entertainment a mainstay in cars of the future.

As the e-tron’s driver steps on the accelerator, in my alternate universe my ship surges through space. I’m joined by my sidekick Rocket Raccoon, and together we team up to help Iron Man take down a mob of Thanos’ space goons.

I’ve had many VR experiences before, but none like this. As soon as the SUV pulls away, the whole experience makes perfect sense. Every twist, every sharp turn, every bit of acceleration or sudden brake is matched by the same sensation in the game. For the entire 5-minute ride, my body is tricked into believing this reality. Not an easy feat for an utterly nitpicky tech journalist, I can only begin to imagine how big of a technical challenge it was to pull off.

I wield my laser gun like a pro, take down an evil mothership, and celebrate our victory with fireworks. The experience ends, and the e-tron stops. Reluctantly, I take off my headset. It feels like I’ve just been on a theme park ride, but from the privacy of my own car — well, not really, but I wish — and without standing in an hour-long line. I was pleasantly surprised to find out that during my adventure the e-tron reached speeds of up to 90mph. We’ve navigated plenty of sharp turns, too, but I don’t feel so woozy.

Supposedly matching the car’s movements to the virtual reality experience helps in mitigating nausea. As I get out, I thank my driver, but also can’t help but imagine a world that’s driver-optional.

At CES, we saw Audi’s vision of the future, a concept car called the Aicon, with an interior that resembles more of a lounge than a current automobile. As with Holoride, the development of Aicon represents a shift in the idea of mobility, one that’s ushered in by a focus on passengers instead of drivers. Together, Aicon and Holoride make perfect sense in a future world of fully autonomous vehicles. If no one is driving, what else are we to do?

Anything you want to, apparently. Cars are now seen as multi-purpose spaces, just another room that we occupy as we travel from place to place: be it a relaxation pod, a meeting room, or your own private cinema.

The team behind Holoride is most invested in the latter, creating entertainment experiences that are just long enough to fill the entire duration of your trip. They’re calling it “elastic content,” VR games and adventures that automatically adjust to congestion and shortcuts, so that you’re never left without something to occupy you.

“Together, Aicon and Holoride make perfect sense in a future world of fully autonomous vehicles.”

Soon, Holoride plans to open its technology to more car manufacturers, content creators, and game developers. The goal is for a wide range of immersive experiences, customized to events in the real world like traffic jams or stop lights, and for those experiences to be available in more car brands. Apart from games, like the one I played, the company is also planning movies, interactive features, and educational tours. Indeed, the type of content you could enjoy is limited only by the imagination.

A few minutes later, I find myself getting another back massage inside another chauffeured Audi A8, making our way back into downtown Las Vegas. These days, when I do travel by car, the experience is similar to this, albeit less fancy. I’m bored, maybe antsy or impatient, in the back seat, with only my phone and social media to distract me. I hadn’t given it much thought till today, but in a world where one constantly thirsts for something to capture one’s attention, I can certainly see how “content will be a major driving force for the mobility experience of the future.”

The day is almost over and I am exhausted. I recline my chair, close my eyes, and enjoy the back massage for a few minutes more. I dream I am back in the e-tron, and wonder when this future will arrive, what it would be like if the next Avengers movie was interactive, and most importantly, what it would be like to watch it from the back seat of a fully autonomous Audi.

Related Topics:Audi E-Tron featured Holoride specials

Automotive

ACMobility launches EV safety program to help drivers make the switch

The new “Drive Electric” curriculum covers everything from charging safety to actual EV ownership costs.

Published

September 9, 2026

MJ Jucutan

ACMobility, the Ayala Group’s mobility arm, launched its “Drive Electric. EV Safety Program,” and it’s aimed at pretty much anyone curious about EVs.

That means advocates, people thinking about buying one, fleet operators, and just regular folks who want to understand what they’re getting into.

The goal is straightforward: clear up the misconceptions around EVs by giving people practical, easy-to-follow information on how the technology and charging infrastructure actually work.

The program covers safety guidelines, the real costs of ownership, and how charging works, so people can decide for themselves if going electric makes sense for them.

At the launch, ACMobility CEO Jaime Alfonso Zobel de Ayala talked about the bigger picture, saying the company’s priority is to empower drivers to shift to a more sustainable and cost-effective transport option.

He framed the program as part of that commitment, aiming to give drivers practical tools and accessible technical knowledge on EVs.

Building the curriculum with actual experts

ACMobility didn’t build this alone. The program came together with professional instruction partners and close coordination with the Department of Energy, the Bureau of Fire Protection, the Electric Vehicle Association of the Philippines, and the Philippine EV Community.

The curriculum runs five modules deep, and it tackles the questions people actually ask before buying an EV: what it really costs to own one long-term, how much you can save, how to charge safely, what to do in an emergency, and how the technology itself works.

What comes after the launch

ACMobility says this is just the start. The company plans to roll out educational seminars nationwide for drivers looking to make the switch, expanding into corporate sessions, community workshops, and showcases at bigger industry events.

Future sessions will pair the technical side with actual test drives, so people get hands-on time with EVs alongside the expert guidance.

Automotive

Ford’s new Everest lineup brings V6 engine to the top, tech down the line

A new V6-powered Platinum flagship leads the range, while driver-assist tech spreads further down to the Sport and Active.

Published

September 5, 2026

MJ Jucutan

Modern mobility is no longer defined strictly by mechanical horsepower. Instead, intelligent software, sensor suites, and connected interfaces shape how we move through the world.

Ford Philippines is recalibrating the Everest lineup for 2027, putting advanced vehicle technology at the heart of the daily commute and weekend escapes.

Intelligence at the Core

The most significant shift happens inside the cabin, where driver-assist features transition from luxury upgrades to non-negotiable standards.

The Active trim redefines entry-level technology by embedding Autonomous Emergency Braking with Pedestrian Detection and Forward Collision Warning into the baseline drive for PhP 1,949,000.

New Ford Everest Active

Combined with a central 12-inch infotainment screen, dual-zone climate control, and rain-sensing wipers, the system processes environment data continuously to protect passengers before a driver even reacts.

Stepping up to the Sport trim at PhP 2,219,000 expands this digital protective bubble. Here, the 12-inch ecosystem integrates Adaptive Cruise Control with Stop and Go, Lane Centering, and a 360-degree camera system.

Blind Spot Information with Cross-Traffic Alert and automatic braking turns tight urban parking and congested highway navigation into effortless single-button maneuvers.

New Ford Everest Sport

Power engineered for precision

At the top of the technical spectrum sits the new V6 Platinum flagship, priced at PhP 2,849,000.

Its 3.0-liter Turbo Diesel V6 engine generates 250PS and 600Nm of torque, governed by an intelligent full-time four-wheel-drive system that actively routes traction across variable terrain.

New Ford Everest Platinum

Matrix LED headlamps adapt lighting patterns dynamically to prevent glare for oncoming traffic while maximizing peripheral visibility.

Inside, a 12-speaker Bang & Olufsen sound system, 10-way power memory seats, and active heating and ventilation create a high-tech sanctuary on wheels.

Refined aesthetics and ecosystem support

The design-focused Wildtrak trim continues to pair its proven 2.0-liter Turbo 4×4 platform with updated visual cues at PhP 2,669,000. Featuring 20-inch alloy wheels and Ignite Orange accents, it bridges functional hardware with distinctive styling.

New Ford Everest Wildtrak

Reservations across all four variants is now open nationwide. To back its hardware and digital infrastructure, Ford includes its 5-Star Care Package through September 30, providing five years of warranty, scheduled maintenance, and roadside assistance.

Coupled with the Ford Family Guarantee digital service platforms, the refresh ensures the technology on board remains supported long after you leave the showroom floor.

Automotive

The new Ranger Raptor is now a connected truck, not just a fast one

Ford app connectivity finally lands on the Raptor, alongside two new V6-powered Wildtrak variants.

Published

September 4, 2026

MJ Jucutan

Power has never been the Ranger Raptor’s problem. It has always known how to command the trail, but living with a high-performance truck day to day usually demands a different kind of effort.

Ford Philippines is changing that balance by giving the Raptor a digital link to your phone, turning a raw performance vehicle into a thoughtful daily companion.

Smart connectivity for real life

Through the Ford app, the Raptor connects directly to your routine. You can start the engine remotely on a hot afternoon to cool down the cabin before stepping inside, track your vehicle’s location in a crowded lot, or check oil life without popping the hood.

The 3.0L V6 EcoBoost engine under the bonnet still pushes out a fierce 397PS and 583Nm, but raw horsepower is no longer the only story worth sharing.

Underneath, the hardware receives an upgrade designed for total control on and off the road. New FOX 2.5 Live Valve Shocks automatically adjust to terrain, cutting internal damper friction in half for a smoother ride whether you are commuting or heading off-grid.

A selectable exhaust system lets you tailor the V6 rumble to your surroundings, switching smoothly between Quiet, Normal, Sport, and Baja modes.

The new Ranger Raptor is priced at PhP 2,879,000, supported by a PhP 20,000 cash discount with Ford’s 5-Star Care Package or a PhP 150,000 all-in down payment.