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After vaguely introducing a partnership in November, German luxury carmaker Audi and media giant Disney have finally revealed some details around their in-car content partnership at the Consumer Electronics Show (CES), The Verge reports.

The companies are collaborating on a new, in-car virtual reality (VR) experience for ride-hailing passengers via a new consortium between themselves, entertainment giant Marvel, and Holoride, a VR startup. Holoride began as a business unit within Audi tasked with reimagining the in-car experience, but has been spun out as a standalone company.

Disney and Audi's extension of VR to the inside of the car isn’t a particularly revolutionary development at face value. In demos to the public at CES, the companies showed off a system that allows a passenger to don a standalone VR headset and experience a journey through outer space in a ship that mimics the movements of the vehicle. For instance, when the demo car stopped, so did the spaceship.

While entertaining, this isn't a major leap. VR is already commonplace outside of the car and will only grow more common — global standalone VR headset shipments will grow at a 41% CAGR from 4 million last year to 15.7 million in 2023, per Business Insider Intelligence estimates. The demo Audi and Disney showed off is simply a new setting for a technology that's already here, a far cry from the "new form of media" that Audi execs previously promised.

However, the companies are likely using this early-stage experience to pinpoint consumers' in-car preferences and better inform future in-car offerings. For Audi and Disney, this early demo of their VR offering is just an early milestone in the years-long journey to reimagine the inside of the car. For now, the companies' in-car experience just involves standalone VR headsets, but it could eventually grow to include media projected onto windshields or windows, for instance.

To get there, Audi and Disney will need to understand what consumers want to do in cars, something this initial foray should allow them to get a better feel for. If Audi and Disney can accomplish this, there's an ample opportunity for them to equip Audi cars with the technology, and even license it out to other automakers.

Licensing their tech to third-party automakers would require Disney and Audi to create a higher-quality experience than what other carmakers can develop in-house — a tall order, but one made more likely by their ostensibly early start. Connected car sales will comprise nearly 65% of all car sales in the US as soon as 2020, and over three-quarters of all US car sales by 2024, all vehicles that could be equipped with an Audi-Disney in-car offering.