WayRay
- Company typePrivate
- Founded2012
- HeadquartersZürich, Switzerland
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
WayRay firmographics
Firmographics- Name
- WayRay
- Legal name
- WayRay AG
- Website
- https://wayray.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
WayRay industry classification
Industry- Product category
- Automotive Holographic AR Displays
- NAICS
- Computer and Peripheral Equipment Manufacturing (33411)
- SIC
- Optical Instruments & Lenses (3827), Search, Detection, Navagation, Guidance, Aeronautical Sys (3812)
- akta.pro primary industry
- Avionics Displays & Human-Machine Interface (EFIS/HUD/HMD) (IMABAFAH)
- akta.pro secondary industries
- Display & Illumination Components (MicroLED/OLED Drivers/Backlight Optics) (HDAHALAN), Immersive/Interactive Animation (AR/VR/Real-Time) (MPAHACAN)
Keywords
Where WayRay is headquartered
LocationHeadquarters
- HQ city
- Zürich
- HQ country
- Switzerland
- HQ region
- Europe
Offices4 records
Markets served
WayRay business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Holographic AR HUD Systems: Sale of proprietary holographic AR head-up display systems to automotive OEMs and Tier 1 suppliers. Systems are customized for specific vehicle platforms and integrated during manufacturing.
- AR Display Licensing: Technology licensing for embedding holographic AR displays into vehicles. Collaboration with automakers like Porsche and Hyundai indicates licensing arrangements for the proprietary technology.
- Add-on Holographic AR Display: Sale of add-on holographic AR display systems for transportation, heavy machinery, construction, agriculture, and air mobility applications where embedded display is not feasible.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
WayRay product offering
Product offeringCore offering
WayRay develops and sells proprietary holographic augmented reality (AR) head-up display (HUD) systems for the automotive industry and adjacent sectors. The company combines custom-designed holographic optical elements (HOEs), in-house blue lasers, and an AR Rendering Engine to deliver True AR displays integrated into vehicle windshields and other transparent surfaces without eyewear. Offerings span embedded automotive HUDs, add-on displays for heavy machinery and transportation, and the Holograktor concept vehicle with integrated True AR content.
Product overview
WayRay is a Swiss deep-tech company that offers a portfolio of holographic augmented reality products centered on its proprietary True AR™ and Deep Reality Display® technologies. The core offering includes the Embedded Holographic AR Display that converts vehicle windshields into AR screens, complemented by the Add-on Holographic AR Display for external applications. The company also manufactures the Holograktor concept vehicle featuring integrated AR experiences. Key supporting products include the AR Rendering Engine software platform and the True AR SDK for interface development. The entire portfolio is powered by WayRay's proprietary holography technology using holographic optical elements (HOEs).
Differentiator
Problem solved
Functional benefit
Brands
- Holograktor: Self-driving vehicle concept with integrated True AR content, described as the world's first Metaverse on Wheels
- Deep Reality Display
- TRUE AR
Products and services
- Holograktor A self-driving electric vehicle concept featuring integrated True AR™ content, designed as the world's first 'Metaverse on Wheels' using WayRay's Deep Reality Display® technology for immersive passenger experiences.
- Deep Reality Display® The world's #1 Deep Reality Display system that creates True Augmented Reality experiences for vehicles, enabling holographic content to be seamlessly integrated into the real world at variable depth without eyewear, surpassing conventional HUDs in projection volume, field of view, and virtual image distance.
- Embedded Holographic AR Display A holographic AR head-up display that converts the car windshield into a screen for drivers and passengers, surpassing conventional HUDs in projection system volume, field of view, and virtual image distance.
- Add-on Holographic AR Display An external holographic AR display module designed for land, air, and water transportation as well as heavy machinery, construction, and agriculture applications where embedding a display is not feasible due to vehicle design or technical parameters.
- AR Rendering Engine A single software platform that acquires data from sensors, computer vision, and maps to calculate vehicle positioning and render virtual objects in real time for augmented reality experiences, sold as part of WayRay's AR display offering.
- True AR SDK Software development kit for creating AR user interfaces and animations for WayRay's products, named finalist in the VR/AR/MR category at the 2019 SXSW Interactive Innovation Awards.
Companies that use WayRay
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
WayRay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature8 records
WayRay partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Karma AutomotivecorePartnership to incorporate WayRay's ground-breaking new AR HUD technology in Karma Automotive vehicles. Represents direct integration of WayRay technology into a commercial automotive manufacturer.
- PininfarinaminorPininfarina's Teorema concept car uses an AR Head-Up Display implemented by WayRay, demonstrating WayRay's technology in high-end concept vehicle design.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
WayRay competitors and assessment
Company assessmentEmerging players
- DigiLens: Developer of waveguide AR display technology with automotive applications. DigiLens represents an alternative AR display architecture (waveguide vs. holography) competing for the same automotive AR opportunity.
Broad incumbents
- Nippon Seiki: Japanese manufacturer specializing in instrument clusters and head-up displays for the automotive industry. Nippon Seiki is one of the highest-volume HUD suppliers globally and competes with WayRay for OEM HUD business.
- Garmin: Producer of consumer and automotive navigation products including aftermarket head-up displays. Garmin overlaps with WayRay's transportation/mobility display ambitions at the consumer and aftermarket level.
- Continental AG: Major Tier-1 automotive supplier with a broad HUD product portfolio supplying AR-enabled head-up displays to global OEMs. While not holographic-only, Continental competes head-to-head with WayRay for OEM design wins in the AR HUD category.
- Bosch: Global automotive Tier-1 supplier offering a portfolio that includes AR-enabled head-up displays and in-cabin sensing. Bosch competes with WayRay across multiple OEM programs and has the scale and OEM relationships to define AR HUD adoption curves.
- Denso: Major Japanese automotive supplier producing HUDs and AR display systems for OEMs including Toyota. Denso is a long-established incumbent competing for the same automotive AR display programs WayRay targets.
- Visteon: Global automotive cockpit electronics supplier offering digital instrument clusters and AR HUDs to OEMs. Competes with WayRay for AR display design wins across automotive vehicle programs.
- Pioneer Corporation: Japanese manufacturer of automotive electronics including aftermarket HUD products and OEM navigation/display solutions. Pioneer competes with WayRay's transportation and heavy-machinery add-on display offering.
Direct peers
- Envisics: UK-based developer of holographic AR head-up display technology for automotive applications. Envisics and WayRay are the two principal pure-play holographic HUD companies targeting the same OEM customers with similar technology approaches.
- CY Vision: Holographic AR display company developing laser-based holographic HUD systems for vehicles. CY Vision is a direct competitor to WayRay's core Deep Reality Display product in the automotive AR HUD category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
WayRay social profiles
Digital presenceWayRay financial estimates
Financial estimateRevenue estimate
Valuation estimate
WayRay leadership team
Management profileNumber of profiles
Profiles2 records
WayRay funding detail
Funding detailFunding overview
Funding rounds3 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WayRay M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WayRay
What does WayRay do?
WayRay develops and sells proprietary holographic augmented reality (AR) head-up display (HUD) systems for the automotive industry and adjacent sectors. The company combines custom-designed holographic optical elements (HOEs), in-house blue lasers, and an AR Rendering Engine to deliver True AR displays integrated into vehicle windshields and other transparent surfaces without eyewear. Offerings span embedded automotive HUDs, add-on displays for heavy machinery and transportation, and the Holograktor concept vehicle with integrated True AR content.
Is WayRay a public or private company?
WayRay is a private company. It is classified as venture growth investor backed and is currently operating.
When was WayRay founded?
WayRay was founded in 2012. It employs 101 to 250 people.
Where is WayRay based?
WayRay is headquartered in Zürich, Switzerland, in the Europe region.
How does WayRay make money?
Three revenue lines are on record. Holographic AR HUD Systems are the primary driver. The others are AR Display Licensing and add-on Holographic AR Display.
Who are WayRay's main competitors?
DigiLens is listed as an emerging player. Broad incumbents are Nippon Seiki, Garmin, Continental AG, Bosch, Denso, Visteon and Pioneer Corporation. Direct peers are Envisics and CY Vision.
Does WayRay have an API?
No public API is recorded for WayRay.
What industry is WayRay in?
WayRay's product category is Automotive Holographic AR Displays. Its primary akta.pro industry code is IMABAFAH, Avionics Displays & Human-Machine Interface (EFIS/HUD/HMD), with a secondary code of HDAHALAN, Display & Illumination Components (MicroLED/OLED Drivers/Backlight Optics). Its NAICS code is 33411 and its SIC code is 3827.