Google’s GV leads $11.1M investment in Finnish startup Distance to bring mixed reality to car windshields and plane cockpits

Distance Technologies, a Finnish startup focused on bringing mixed-reality to any car windshield or plane cockpit, has secured €10 million ($11.1 million) in seed funding led by GV (Google Ventures) and existing backers FOV Ventures and Maki.vc.

This funding comes just four months after the company emerged from stealth with $2.7 million for its glasses-free extended reality (XR) apps, which aim to redefine how users interact with their surroundings, specifically in the automotive, aerospace, and defense sectors.

The startup’s core mission is to offer users contextual AI-powered experiences by turning any transparent surface into a display for extended reality. Distance Technologies has already offered a preview of its first commercial product, showcasing how its prototype can transform windshields and cockpits into augmented displays. The technology is built by the same minds behind the Varjo XR headsets.

Glasses-Free XR Innovation

Distance’s proprietary tech uses 3D light fields that blend seamlessly with the real world, delivering immersive, real-time depth across the entire field of view—without the need for any headsets or wearable devices. This marks a significant leap forward for mixed-reality experiences, allowing users to interact with 3D objects overlayed onto transparent surfaces, such as windshields or cockpit windows, without cumbersome hardware.

“One of the biggest hurdles for mixed-reality adoption is the reliance on headgear. As long as users need to wear something, the solution will never be truly seamless or elegant,” explained Urho Konttori, CEO and co-founder of Distance, in an interview with CNBC. Konttori, previously the CTO of Varjo, co-founded Distance with Jussi Mäkinen to pave the way for a new era of visual AI.

Transforming Auto, Aerospace, and Defense Industries

Distance’s mixed-reality solution adds optical layers on top of existing liquid crystal displays (LCDs), enabling the tech to project images precisely where the user’s eyes are focused. By accurately tracking eye movements, the system separates light fields for each eye, creating an immersive 3D experience without external hardware. This approach promises “infinite” pixel depth, offering life-size visuals, whether in a car, airplane. or even a fighter jet.

GV’s principal, Roni Hiranand, expressed excitement about the startup’s potential, citing its capability to build the next generation of user interfaces. “We’re particularly excited about the immediate opportunities in automotive and aerospace, which could bring this technology to market sooner than expected,” Hiranand told CNBC.

“We believe that Distance has the potential to revolutionize experiences across a range of verticals and drive disruption in multiple industries,” Roni Hiranand, Principal at GV said. “Distance offers an open ecosystem, allowing manufacturers and integrators to supercharge the fusion of the physical and digital worlds in various applications. We’ve been impressed with how fast the team has moved to develop the technology, and we’re thrilled to support them as they look to deploy across these critical sectors.”

Overcoming Challenges in Mixed Reality

While the commercialization of mixed reality remains a challenge, especially with the high cost of devices like Apple’s Vision Pro and Microsoft’s HoloLens 2—both priced at $3,500—Distance is pushing for a more accessible solution. Unlike its competitors, Distance’s glasses-free approach eliminates the need for costly hardware while delivering a comparable experience.

Augmented reality heads-up displays (HUDs) have been explored in the automotive industry for years, with companies like Huawei, Bosch, and Panasonic pioneering early versions. However, Distance’s open ecosystem and software-driven approach set it apart, allowing manufacturers to integrate the technology more flexibly into various applications.

Distance Technologies’ Chief Marketing Officer, Jussi Mäkinen, highlighted the advantages of the startup’s system, which can cover an entire transparent surface rather than just portions of it, a limitation faced by many current AR HUDs. “We’re leading with software, which allows us to be much more versatile,” Mäkinen said.

Looking Ahead

The Helsinki, Finland-based Distance showcased its technology at the Augmented World Expo USA in 2024 and is gearing up for its next big step. CEO Urho Konttori revealed that the company is ready to transition from research to production, with plans to advance its optics technology early next year.

“We’ve been in research mode, but now it’s time to move into product development. The next key step is working closely with one or two key customers to finalize our product specifications,” Konttori said.

As Distance continues its journey, the startup is poised to revolutionize how mixed reality is used across industries, bridging the gap between the digital and physical worlds—no headset required.

Distance Technologies founders Urho Konttori and Jussi Makinen.