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Karma Automotive and WayRay have announced they will be collaborating to integrate a new form of Augmented Reality (AR) Head-Up Display (HUD) technology in a fleet of future Karma vehicles. The WayRay True Augmented Reality (True AR) and Deep Reality Display technology enable the generation of virtual images at any distance and on multiple depth planes.

Images are generated by projecting a laser beam through a Picture Generating Unit (PGU) onto a Holographic Optical Element (HOE).

The HOE is placed inside a transparent surface, commonly a car’s windscreen or side window.

WayRay’s projection system will be customised and integrated into California-based Karma’s test vehicles, but is also compact enough to fit into cars of any size.

WayRay is a deep-tech company specialising in Holographic True Augmented Reality (True AR) Head-Up Displays.

Founded in 2012 by Vitaly Ponomarev and based in Zurich, Switzerland, the company is innovating the way Holographic AR is being used in automotive and beyond with its proprietary technology. 

WayRay’s CEO, Vitaly Ponomarev, says: “I am thrilled to announce this new arrangement between WayRay and Karma Automotive. We will supply Karma with the latest iteration of our WayRay True AR™ Head-Up Display technology and support them with the implementation into their engineering test fleet, offering the driver a window into a never-before-seen blend of the virtual and the real world.”

“WayRay’s technology will make driving vehicles safer, more informative and entertaining,” adds Shen Zhang, Vice President, Electrical and Electronics Engineering for Karma Automotive. “Safety, design and integration are our main priorities and this innovative technology delivers on all counts.”


Headquartered in Irvine, California with a production facility located in Moreno Valley, Karma sells vehicles via its dealer network in North AmericaEuropeSouth America and the Middle East.

In 2021 Karma announced the GS-6 Series which include both an extended-range series hybrid EV and their first-ever all-electric vehicle. 

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