Audi has announced it has co-founded a company called Holoride GmbH, which will - from this point onwards - have the licence to develop virtual reality (VR) technology for in-car passengers on an open platform; which is to say, Audi might have developed this technology, but other carmakers and content developers should have access to it, through Holoride, within three years. And how does it work? Well, using an e-tron quattro EV SUV at the Consumer Electronics Show in Las Vegas, passengers in the rear of the vehicle donned VR headsets. They were then transported into outer space, where Rocket - from Marvel's Guardians of the Galaxy film series - and the rest of the crew accompanied them on an adventure called 'Marvel's Adventures: Rocket's Rescue Run'. The really clever bit of this VR tech, though, is that it is linked to the vehicle's movements - so if the Audi takes a tight corner, the VR viewer will feel like they are curving around a rival spaceship in the simulation. If the e-tron accelerates, then the ship in the VR experience does the same. Audi says that anything is possible, so not just adventures but also educational films and so on, and it also claims that because the movements of the car are in synch with what the VR viewer is seeing, there's a 'significantly reduced chance of motion sickness'. Right-o. Anyway, Nils Wollny, head of Digital Business at Audi and future CEO of Holoride, said: "Creative minds will use our platform to come up with fascinating worlds that turn the journey from A to B into a real adventure. We can only develop this new entertainment segment by adopting a cooperative, open approach for vehicle, device and content producers."