WayRay

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

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

• Holographic AR displays
• Automotive head-up displays
• Augmented reality technology
• Holographic optical elements
• Deep reality displays

Headquarters

HQ city

Zürich

HQ country

Switzerland

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D, Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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

Core 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.

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature8 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Karma AutomotivecoreStrategic or Co-development Partner · 14 December 2021Partnership 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.
• PininfarinaminorStrategic or Co-development PartnerPininfarina'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

Emerging 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

• Xx.com/wayray
• Facebookfacebook.com/MyWayRay
• LinkedInlinkedin.com/company/wayray
• Instagraminstagram.com/wayraygram

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WayRay