How a Swiss start-up is conquering the car world

The first car models with this new technology will be launched on the market by 2023 at the latest. We are talking about a new type of holographic laser system that can project information onto glass.

Vitaly Ponomarev (32), founder of Way Ray, wants to replace head-up displays in cars. Without futuristic glasses or any other aids, car occupants can see information on the entire surface of the windscreen. Navigation instructions are not simply symbolised with arrows or images, but are placed directly on the road or the surroundings. Thanks to augmented reality, the eye does not have to adjust, but it appears as if the markings are actually on the road.

The potential that is expected can be seen in the finances: A total of around 100 million francs was raised in several rounds of financing, and the company's value is estimated at half a billion francs. Car manufacturers such as Porsche and Hyundai have invested, as have technology companies such as Alibaba and JVC Kenwood. Wayray needs capital because it has developed many things itself. For example, the three-colour lasers that create the hologram on the windscreen. Or the film that is integrated into the glass and makes the projections possible in the first place.

The first car with a Swiss hologram will be launched in 2023

Although the technology is ready to go, it now takes three to five years for new models to go into series production from the initial designs. "The first models will arrive in 2023, and in the following years hundreds of thousands of cars with our technology will be delivered," says Ponomarev. The fact that investors Porsche and Hyundai are playing a major role in this could be surmised.

Made in Zurich-Seebach

After more than a year of searching, Ponomarev has found a suitable hall for the company headquarters on the Ruag Space site in Zurich-Seebach. With an area of 3,700 square metres and a height of four storeys, it is huge - and still completely empty. However, the conversion into a research and development centre, including the company headquarters, should be completed by the end of the year. The lasers will be further developed and tested downstairs, while offices will be built on the mezzanine floor above.

Ponomarev wants to hire a lot: there will then be 100 employees in Switzerland, 80 more than before. In total, more than 300 people will be working for Wayray, not only in Switzerland but also in Russia, China and the USA.

"The expansion in Zurich is crucial for us," says Ponomarev. This is where the lasers and holograms are to be optimised for mass production. "We need a lot of new talent, and Switzerland is ideal for this," says the young entrepreneur. The availability of developers and specialists was also an important reason why Ponomarev came to Switzerland in the first place.

Source: Blick