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Elektrobit to develop Augmented Reality software as a standalone company within Continental

Tier 1 supplier Continental announced that Elektrobit (EB)—which it purchased in July—will build the AR Creator software suite to foster the creation of augmented reality solutions to make driving safer and improve the driver experience. Continental is consolidating EB as a standalone software company, which aligns with Continental’s strategy of freedom to act, with a high level of responsibility. EB will continue its focus on developing advanced software for carmakers and tier 1 suppliers.

Software is developing into the single biggest enabler of innovation in the car. With the advent of the more than 1,300 Elektrobit embedded software and system specialists, our focus on high-performing automotive solutions is getting even stronger.

—Helmut Matschi, member of the Executive Board Continental and head of the Interior Division

Preceding the acquisition, Continental and EB had a successful 10-year business relationship. Among the more recent contributions EB has made to Continental’s innovative work is the addition of EB street director navigation software and electronic horizon as part of Continental’s Augmented Reality Head-up Display (AR-HUD), first announced in 2014. EB will take over the responsibility for software development for a partial project within AR HUD, the AR Creator (sensor data fusion software and software framework for augmented reality HUDs) starting now.

AR Creator consists of a wide range of software features from EB, such as highly precise lane positioning, environmental modeling and prediction, implementation of modules responsible for functions such as augmentation of navigation data or marking of lanes, user experience, and more. Based on complex sensor fusion, the AR-Creator augments the scene, when necessary. This will help drivers to intuitively recognize the significance of what they see in front of them.


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