Press Release
Elektrobit to develop Augmented Reality software as a
standalone company within Continental
 Following the successful purchase in July 2015, Continental is consolidating Elektrobit
(EB) as a standalone software company
 The Elektrobit (EB) team will continue to develop and sell innovative embedded software
and services to carmakers and tier 1 suppliers
 Elektrobit (EB) will develop Augmented Reality (AR) Creator software solution
Regensburg/Erlangen/Baden-Baden, October 14, 2015. Continental today announced Elektrobit
(EB) will build the AR Creator software suite that will foster the creation of augmented reality
solutions to make driving safer and improve the driver experience. Following the successful
purchase in July 2015, Continental is consolidating EB as a standalone software company, which
aligns with Continental’s strategy of freedom to act, with a high level of responsibility. EB will
continue its focus on developing state of the art software for carmakers and tier 1 suppliers.
From Electromobility to Automated Driving, digitalization is driving the automotive industry and it
will further add to the importance of automotive software. Continental’s recent acquisition and
strategy to keep EB independent clearly demonstrates that the company intends to drive this trend.
“Software is developing into the single biggest enabler of innovation in the car. With the advent of
the more than 1,300 Elektrobit embedded software and system specialists, our focus on highperforming automotive solutions is getting even stronger,” said Helmut Matschi, member of the
Executive Board Continental and head of the Interior Division.
Proven cooperation followed by smooth consolidation
Continental and EB have had a successful 10-year business relationship, which precedes the
acquisition. Among the more recent contributions EB has made to Continental’s innovative work is
the addition of EB street director navigation software and electronic horizon as part of Continental’s
Augmented Reality Head-up Display (AR-HUD), first announced in 2014. EB will take over the
responsibility for software development for a partial project within AR HUD, the AR Creator (sensor
data fusion software and software framework for augmented reality HUDs) starting now.
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Your contact:
Sebastian Fillenberg +49 6196 87-3709, Manuela Papadopol +1425 444 2771
-2AR Creator consists of a wide range of software features from EB, like, highly precise lane
positioning, environmental modeling and prediction, 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.
“As the industry continues to move toward bringing automated vehicles to market, new
requirements for leveraging technologies like augmented reality continue to emerge,” said
Alexander Kocher, president and managing director Elektrobit. “We are proud to start on this path
with Continental and nurture and expand our software know-how. EB will continue to further
develop the AR Creator as a software product and sell it to its customers, carmakers and tier 1
suppliers”.
“In the years to come, software will gain even more importance in the car,” said Matschi.
“Strengthening of our software and expanding system expertise is, therefore, an investment in the
future. The AR-Creator is just one example of what is possible. This change in our industry comes
along with a lot of different opportunities and challenges. To align our more than 12.000 software
people on the central topics, such as opportunities, tools, agile development or quality we are
already having the 3rd Continental-wide software conference this year.”
Continental develops intelligent technologies for transporting people and their goods. As a reliable partner, the
international automotive supplier, tire manufacturer, and industrial partner provides sustainable, safe, comfortable,
individual, and affordable solutions. In 2014, the corporation generated sales of approximately €34.5 billion with its five
divisions Chassis & Safety, Interior, Powertrain, Tires, and ContiTech. Continental currently employs more than 205,000
people in 53 countries.
In the Interior division, everything revolves around information management in the vehicle and beyond. The range of
products for various vehicle categories includes instruments, multifunction displays, head-up displays, control devices,
access and tire information systems, radios, infotainment and operating systems, climate control units, software and
cockpits, telematics solutions and services, and intelligent transport systems. Interior employs over 36,000 employees
worldwide. In 2014, it recorded sales of approximately €7.0 billion.
About Elektrobit (EB)
Elektrobit (EB) is an award-winning and visionary global supplier of embedded solutions, cloud computing and services
for the automotive industry. A leader in automotive software, with over 25 years serving the industry, EB‘s products
powers over 70 million vehicles and offers flexible, innovative software solutions for connected car infrastructure, human
machine interface (HMI) technologies, navigation, driver assistance, electronic control units (ECUs), and engineering
services. EB is a wholly owned subsidiary of Continental AG. For more information, visit us at www.elektrobit.com
Contact for journalists
Sebastian Fillenberg
Press Spokesperson, Interior Division
Continental Automotive GmbH
Phone: +49 6196 87-3709
E-mail: sebastian.fillenberg@continentalcorporation.com
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Your contact:
Sebastian Fillenberg +49 6196 87-3709, Manuela Papadopol +1425 444 2771
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This press release is available in the following languages: English and German
Press portal:
Media database:
www.continental-presse.de
http://www.continental-mediacenter.com
Links:
Homepage: www.continental-corporation.com
Manuela Papadopol
Director Marketing Elektrobit
Elektrobit Automotive GmbH
Tel. +1 425 444-2771
Email: Manuela.Papadopol@elektrobit.com
Stephannie Depa
Breakaway Communications for EB
Tel. +1 415 358-2485
Email: sdepa@breakawaycom.com
Philipp Hanke
Weber Shandwick for EB
Tel. +49 89 380179-48
Email: phanke@webershandwick.com
Your contact:
Sebastian Fillenberg +49 6196 87-3709, Manuela Papadopol +1425 444 2771