Porsche and holoride launch in-car virtual reality attraction in a moving vehicle


Porsche and the entertainment-technology start-up holoride are piloting a new location-based virtual reality drive at the Porsche Experience Center in Los Angeles.

Following a series of successful joint projects, this is holoride’s first commercial installation of the technology that aims to change backseat entertainment. The pilot programme at the Porsche Experience Center (PEC) in Los Angeles will assess customer demand and technical stability as a prelude to a potential roll-out to other PECs worldwide. By connecting real-time physical feedback inside a moving vehicle to content in a VR headset, passengers will be taken on a fully-immersive journey through outer space as they fly a spaceship, including sound effects and visuals that adapt to the movement of the car.

To make this possible, holoride uses driving data from a Porsche Cayenne, such as steering, accelerating and braking, to adapt the experience to match the movement of the car. This unique approach enables motion sickness to be reduced by matching what passengers see and feel with almost no latency.

“Porsche stands for emotional and dynamic customer experiences and the joint pilot with holoride is a great teaser for how these experiences can be translated to a digital future,” says Zabih Aria, Director, Strategy and Digital Business, at Porsche Cars North America. “The new installation in our Porsche Experience Center in Los Angeles is the next step in our partnership, which we intend to continue in the future.”

The Cosmic Chase game

The experience itself features an original game, Cosmic Chase, developed jointly with Schell Games, based in Pittsburgh, Pennsylvania. Passengers will find themselves aboard a spaceship around a group of recruits that form the Earth Alliance, tasked with fighting off the alien Cymex.

“We are collaborating with Porsche Cars North America to give passengers the thrill of a high-speed ride, combined with a highly-immersive VR experience,” says Nils Wollny, CEO and co-founder of holoride. “We are excited to offer a new type of attraction to automotive and entertainment-savvy audiences in the greater Los Angeles area. This attraction is a perfect example of how automotive experience centers are transforming into exciting destinations that the whole family can enjoy and where no one is left out.”

With this first commercial instalment, holoride is one step closer to making its technology accessible for a broader audience. The cooperation between Porsche and holoride started in 2019 as part of Startup Autobahn, Europe’s biggest innovation platform.

BASF and Porsche partner to develop high-performing lithium-ion battery for electric vehicles

  • BASF to exclusively supply high-energy HEDTM cathode active materials for Porsche’s high-performance vehicles
  • BASF to recycle production waste from cell manufacturing at Cellforce Group to close the loop

BASF has been selected by Cellforce Group, a joint venture between Porsche and Customcells, as the exclusive cell development partner for its next generation lithium-ion battery. As part of the collaboration, BASF will provide high-energy HEDTM NCM cathode active materials to contribute to high-performance battery cells for fast charging and high energy density. Cellforce Group, based in Tübingen, Germany, will produce the high-performing battery. Its battery production plant is expected to start operations in 2024 with an initial capacity of at least 100 MWh per year, powering 1,000 motorsport and high-performance vehicles.

As a global leading supplier of high-performance cathode active materials with a strong R&D network, BASF is ideally positioned to work with partners to contribute to a circular economy. With its production plants for precursor cathode active materials in Harjavalta, Finland, and for cathode active materials in Schwarzheide, Germany, BASF will be able to provide battery materials with an outstanding sustainability record for both responsible and reliable sourcing of raw materials aiming for the lowest carbon footprint along the supply chain as of 2022. To close the loop, production waste from the future Cellforce Group battery plant will be recycled at BASF’s prototype plant for battery recycling in Schwarzheide, Germany. Lithium, nickel, cobalt, and manganese will be recycled in a hydrometallurgical process and re-introduced into BASF’s production process for cathode active materials.

“We look forward to collaborating with Porsche and the Cellforce Group to develop future high-performance batteries for electric vehicles and work together towards our common goal of sustainable mobility,” says Dr. Markus Kamieth, Member of the Board of Executive Directors of BASF SE. “BASF’s cathode active materials will be tailored to Porsche’s specific needs leveraging our strong R&D capabilities. Furthermore, they will have an industry leading low CO₂ impact thanks to our efficient manufacturing process, the high share of renewable energy, the upstream integration into the key raw materials as well as the short transportation route along the value chain. With battery recycling we can ensure that valuable materials are kept in the production loop and further reduce the COfootprint of our cathode materials by an expected total of up to 60%.”

“As an automotive manufacturer, Porsche aims to be CO2-neutral in its overall balance sheet by 2030. In this respect, a low CO2 footprint, closed-loop recycling and sustainability are increasingly in the foreground,” says Michael Steiner, Member of the Executive Board for Research and Development at Porsche AG. “The cooperation with BASF is a win-win situation for all parties involved. European sources for the materials nickel and cobalt, the associated security of supply and the short transport routes from Schwarzheide to Baden-Württemberg in Germany were all important arguments for the decision to work with BASF. The battery cells – especially the cathode active materials – are at the center of considerations here. We are very pleased that together with BASF we are bringing an environmentally friendly cell technology to series-production readiness.”

“With its in-depth expertise in cathode active materials, BASF supports us in a core area of cell development,” adds Markus Gräf, Managing Director of the Cellforce Group. “The cathode active materials show very high cycle stabilities right from the start and are particularly good at fast charging. These are exactly the properties that Cellforce was looking for. BASF is also very committed to adapting the cathode active materials to the requirements of next generation silicon anodes. And in the production area, too, we have worked out a concept together with BASF on how production waste generated in the various areas can be collected and returned to closed-loop recycling. This saves costs and conserves resources as well as the environment.”


About BASF’s Catalysts Division

BASF’s Catalysts division is the world’s leading supplier of environmental and process catalysts. The group offers exceptional expertise in the development of technologies that protect the air we breathe, produce the fuels that power our world and ensure efficient production of a wide variety of chemicals, plastics and other products, including advanced battery materials. By leveraging our industry-leading R&D platforms, passion for innovation and deep knowledge of precious and base metals, BASF’s Catalysts division develops unique, proprietary solutions that drive customer success. Further information on BASF’s Catalysts division is available on the Internet at www.catalysts.basf.com.

About BASF

At BASF, we create chemistry for a sustainable future. We combine economic success with environmental protection and social responsibility. More than 110,000 employees in the BASF Group contribute to the success of our customers in nearly all sectors and almost every country in the world. Our portfolio is organized into six segments: Chemicals, Materials, Industrial Solutions, Surface Technologies, Nutrition & Care and Agricultural Solutions. BASF generated sales of €59 billion in 2020. BASF shares are traded on the stock exchange in Frankfurt (BAS) and as American Depositary Receipts (BASFY) in the U.S. Further information at www.basf.com. 

Porsche publishes travel and cultural guide on hip-hop in Europe / New chapter for successful ‘Back to Tape’ format

Stuttgart. Together with music journalist Niko Hüls, Porsche is presenting a new book: Hip-Hop Culture – A Road Trip through Europe. Part of the ‘Back to Tape’ content series, the 212-page travel and cultural guide is published as a Christopho-rus edition by Delius-Klasing-Verlag and sheds light on the development of the ur-ban hip-hop youth culture in European cities. It features 17 artists from Germany, the Netherlands, the UK, France, Spain and Denmark, all of whom have made a signifi-cant contribution to the development of the hip-hop culture over the past 25 years. The book is available online for 24.90 Euros and Porsche and Niko Hüls are to do-nate all the proceeds from sales to the non-profit organisation Viva con Agua.

“This book is an invitation to encounter European hip-hop culture with all its diversi-ty in an open and positive way,” says Hüls, who is publisher of the hip-hop maga-zine Backspin. In 2018 and 2020, he went on a road trip with the Stuttgart-based sports car manufacturer in Germany and throughout Europe, delving deep into the creative scenes of cities such as Berlin, Paris, Barcelona, Copenhagen and Lon-don. The integrated storytelling approach includes two film documentaries as well as special-ly tailored social media content on Instagram, Twitter, TikTok and Spotify. So far, the collaboration has won more than 20 prestigious communication and media awards. Now Porsche and Niko Hüls begin the next chapter.

The travel and cultural guide combines portraits of hip-hop stars such as Kool Sa-vas (Berlin), Lord Esperanza (Paris), Edson Sabajo (Amsterdam), Falsalarma (Bar-celona), Lars Pedersen (Copenhagen) and the Flying Steps (Berlin) with destina-tions that every hip-hop and road trip fan in Europe should visit. The book is en-riched with interviews and stories about the influence of youth culture on European society, the German language, clothing styles and the constant development of rap and hip-hop as a counterpart to everyday racism and xenophobia. The book focus-es on the connection with values such as respect, pioneering spirit and integration.

“Hip-hop and Porsche – at first glance, this may seem a surprising combination,” says Dr Sebastian Rudolph, Vice President Public Relations, Press, Sustainability and Politics at Porsche AG. “But this pairing stands for diversity and cultural values. With the Back to Tape project we share interesting insights into the European hip-hop culture and the people behind it.”

Porsche and Hüls are donating all proceeds from sales of the book to Viva Con Agua. The non-profit organisation aims to give people around the world access to clean drinking water and basic sanitation. Supporting WASH (water, sanitation, hy-giene), Viva Con Agua has so far provided a better water supply in many countries, including Uganda, Ethiopia, Mozambique and South Africa.

Hip Hop Culture – A Road Trip through Europe can be ordered now for 24.90 Euros at http://www.back2tapebook.com.

Further information, film and photo material: newsroom.porsche.com/backtotape

Note: Niko Hüls and Porsche produced their European road trip before the outbreak of Covid-19.

Porsche, Backspin and the artists involved are aware of their social responsibilities and are advis-ing against recreating such a trip until it is safe and travel is permitted.

Dr. Ing. h.c. F. Porsche Aktiengesellschaft

Porscheplatz 1

70435 Stuttgart

Communications, Sustainability and Politics

Channels and Publications

Julian Hoffmann

Tel +49 (0)711 911 – 28564

E-Mail julian.hoffmann@porsche.de