WayRay is a developer of holographic augmented reality ("AR") technology for internet-connected cars. The automotive head-up display has the aim of providing assistance to drivers, additional information, and entertainment. Specifically, the WayRay True AR® HUD can display virtual images at various distances, which allows for the image to be integrated into the real world. WayRay was founded in 2012 by Litaly Pnomarev. It is currently headquartered in Zurich, Switzerland.