German startup Holoride wants to make road trips fun for passengers with virtual reality (VR). Your first thought is probably “nausea^2,” but Holoride claims its technology actually reduces motion sickness.

Its software synchronizes standalone VR devices with car data—navigation, acceleration, and braking—to produce elastic content that changes with the car’s motions. That means your VR headset would display different content based on whether you’re in Munich traffic or cruising on the Autobahn.

Nils Wollny, Holoride CEO and co-founder, told me he’s prioritizing partnerships with carmakers and content studios. On the first front, Holoride is moving along just fine. It was spun out from Audi and has partnered with Porsche and Mercedes-Benz. 

As for content studios and VR developers? Here’s the pitch, you be the judge: “People spend billions of hours in the car. Literally, you have no competition. PlayStation VR or Oculus have lots of competition in the home.” 

Holoride wants to be in cars by 2021. Wollny says there are also use cases for ride-hailing, private vehicles, and autonomous cars…eventually.