Ford Motor Is Working With Israel’s Mishor 3D On Augmented Reality Navigation Systems

In an exciting announcement, Ford Motor has joined forces with Israeli startup Mishor 3D to bring augmented reality navigation systems to its future car models.

Mishor 3D has developed a technology that projects information such as navigation routes, road safety alerts and places of interest directly onto the windshield of cars so that the graphics appear as if they are actually on the road itself. To accomplish this feat, Mishor 3D utilizes Head-Up-Display (HUD) systems, which can project digital images either directly on the windshield or on glass that is mounted to it.

Mishor has been paid an undisclosed sum by Ford to tailor this technology to work with its cars. HUD systems are expected to be utilized in both high-end and mid-range Ford models, and will likely be featured in mid-range car models within a couple of years. The system uses geo-location data and accelerometer sensors to determine the precise location to display lines, arrows, or other symbols on the windshield. Not only can this technology provide a driver with an exceptional navigation system, but it can also be used to place symbols over buildings of interest, such as restaurants, gas stations and cash machines.

Head-Up-Display systems are currently pre-installed in certain high-end car models including Peugeot, BMW, Audi and Mazda Motor. Based on Ford’s development plans, this will be extended to some of its mid-range models over the coming years, allowing a much wider range of drivers to be able to utilize this exciting technology. Allowing drivers to keep their eyes on the road while using the navigation capabilities could create a safer and easier driving experience.

Mishor 3D is a private company that was founded in 2011 by veterans of Israel’s military industries. The company has secured $3 million in funding from Horizons Ventures and Blumberg Capital, and it says that it is seeking partnerships with additional car manufacturers and automotive suppliers to expand the reach of its technology.

Mishor 3D’s co-founder and CEO, Kobi Ben-Zvi, explains that beyond the increased safety that HUD technology provides by allowing drivers to keep their eyes on the road, the ability to display markers for buildings and points of interest is another exciting aspect of its systems. “No more guessing where the exact building I’m looking for is – you just see it in a clear sign superimposed on the building,” he explained. Mishor 3D currently has an operational working prototype of the system, which is being used to gain additional interest and partnerships.

Zeev Aleyraz, Ford’s technology scout in Israel, says that Ford is currently collaborating with 15 other Israeli tech companies and plans to establish a research and development presence in Israel in the future. The collaboration between Ford and Mishor 3D is a clear sign that Israeli tech companies are being tapped more and more for exciting new automotive technology advancements, with both General Motor and German auto parts supplier Bosch having already established offices in Israel.