Volvo Cars is partnering up with Microsoft to develop next-generation automotive technologies.
The two companies announced today that Microsoft's HoloLens, the world's first fully untethered holographic computer, might be used in future to redefine how customers experience a car, as well as how cars might be bought or sold in future.
Areas of future collaboration between the two companies could include autonomous driving technologies and the use of data generated from connected cars to create new services.
Bjorn Annwall, Senior Vice President, Marketing Sales and Service at Volvo Cars, said: "HoloLens offers the freedom to create a bespoke experience which customers can steer themselves. Imagine using mixed reality to choose the type of car you want to explore the colours and wheels, or get a better understanding of the features, services and options available."
He also suggested that the HoloLens technology could change the way dealers sell cars, perhaps allowing them to take a car configurator out on the road in small Pop-Up stores, shopping malls or on the high street, opening up new sales channels and introducing car sales to a far larger audience.
Scott Erickson, Senior Director of Microsoft HoloLens, said: "We are thrilled to be working with Volvo Cars to reimagine what is possible in car design, discovery and purchasing. We are excited to be at this intersection of technology and human-centric design with Volvo."
Volvo and Microsoft will continue to work together in the long term, with one major area being autonomous driving.