As a result of Continental’s consolidation of Elektrobit (EB) as a standalone software company, Elektrobit will develop the Augmented Reality (AR) Creator software solution, in addition to continuing to develop embedded software and services for automakers and Tier 1 suppliers. AR Creator—sensor data fusion software and software framework for augmented reality head-up displays—will foster the creation of augmented reality solutions to make driving safer and improve the driver experience. It consists of a range of software features from EB, including highly precise lane positioning, and environmental modeling and prediction, plus the implementation of modules responsible for functions such as augmentation of navigation data or marking of lanes, user experience, and many more. Based on complex sensor fusion, the AR Creator augments the scene, when necessary. This will help drivers to intuitively recognize the significance of what they see in front of them. AR Creator is part of Continental’s AR Head-Up Display (AR-HUD). For more information, visit http://www.elektrobit.com/.