Audi is opening up its VR platform to other car manufacturers and content developers through a start-up company called holoride GmbH created by its subsidiary, Audi Electronics Venture GmbH. Audi envisions the platform to spawn a lot more content than just games. It could also be used for educational purposes or to improve tourism - the possibilities are endless. It could even possibly put an end to the question ‘Are We There Yet?’ in the near future. On the flipside, barf bag manufacturers may see an uptick in business too!