• by Tanya Gazdik , October 10, 2019

Ford Motor Co. is offering an immersive virtual reality experience at the Universal CityWalk in Los Angeles.

Created by entertainment technology startup Holoride, the in-car VR experience will be available to the public for free from Oct. 14 through Nov. 9.

Riders will step inside a 2020 Ford Explorer from the designated pickup location at Universal CityWalk. Once inside, riders buckle their safety belts, put on their VR headset and are joined by a reimagined virtual Bride of Frankenstein on a journey to deliver an important message to Frankenstein. Along the way, riders will encounter virtual monsters and obstacles in a fully immersive experience complete with sound effects and visuals that adapt to the car's movements.

The collaboration allows Ford to showcase connected vehicle technology and get customers' feedback on what they do and don't want from in-car entertainment experiences, says Brett Wheatley, vice president of mobility marketing and growth at Ford.

"The connected vehicle technology from Ford can help completely revolutionize what the in-car experience can be, moving us toward never-before-imagined productivity and entertainment in the vehicle,” Wheatley said in a release. 

Holoride uses navigational data like travel route and time along with driving data from the Ford Explorer, such as steering and accelerating, to adapt the experience to match the movement of the vehicle.

This marks Holoride’s first offering to the general public following its debut at the Consumer Electronics Show this past January.

To participate in this experience, consumers can visit holoride.com/bride or visit the designated pickup location at Universal CityWalk.  All rides will take place between 12 p.m. and 8 p.m. PST.