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WayRay is a Swiss company that provides holographic AR technology solutions for car manufacturers. Since its inception in 2012, WayRay has aimed at and succeeded in establishing its own in-house R&D center, prototyping factory, and an international team of professionals. Getting the full process under control — from product concept to prototype testing — WayRay has morphed from a startup into a fully-fledged developer of holographic materials and optical systems, as well as complex mechanics, electronics, and software. Through these efforts, WayRay has carried out a number of successful projects with OEMs including Porsche, Honda, and Rinspeed, and gained a foothold in the global automotive industry as a leading developer-turned-supplier of holographic AR technologies for major automakers. The company's AR-based products include Navion, the first holographic AR navigation system for cars, an aftermarket product; the Embedded Holographic AR Display, a compact built-in solution for the automotive industry; True AR SDK, a development framework for developers to create AR apps for cars.