MOOX-RIDE
(Content Experience Support System)
– Delivering a New Mobility Experience –

The Expanding World of Autonomous Driving

Today, the global movement toward autonomous driving is accelerating.
Toyota Boshoku envisions a future where the current norm of POVs (Personally Owned Vehicles) shifts toward MaaS (Mobility as a Service), with ride-sharing and autonomous taxis becoming mainstream.

Future Mobility Market Forecast – Created by Toyota Boshoku

At the same time, as autonomous driving technology advances, how passengers spend their time inside the cabin—whether in motion or at rest—has become increasingly important.
In response, we have developed MOOX-RIDE, content experience support system for immersive in-vehicle entertainment platform for passengers.
Rather than being a vehicle itself, MOOX-RIDE is a system designed to integrate with various base vehicles, including buses, taxis, private hire vehicles, and ride-share cars.
By synchronizing with the vehicle’s location data, it delivers immersive content through video streaming, XR technologies such as AR and VR, vibration devices, mist generators, and 3D audio systems— engaging all five senses for a truly immersive experience. This enables passengers to enjoy unique experiences that can only be had while traveling through specific locations, creating a new dimension in mobility experiences.

Moreover, we believe MOOX-RIDE can do more than make travel time enjoyable—it can also help solve social issues.
For example, overtourism has become a serious concern, in which excessive crowds and poor manners in popular destinations negatively impact local communities and diminish visitor satisfaction. Solutions such as dispersing tourist flows across different locations, times, and seasons are needed.
By collaborating with commercial facilities, tourist spots, municipalities, and local governments, MOOX-RIDE can guide travelers to discover nearby attractions during their journey, helping alleviate overtourism and contributing to regional revitalization.

Limitless Possibilities for Contribution

As a concept built around mobility entertainment linked to vehicle location data, MOOX-RIDE creates an “infinitely expandable space” where travel time feels shorter and anticipation for the destination grows.
Examples of potential applications include:
1. Destination and route-specific informational content
2. Luxurious cabin environments for comfortable travel
3. Targeted advertising experiences tailored to passenger profiles
Through numerous proof-of-concept trials, we have gathered valuable feedback on experience value, technology, and cost.
Since 2020, we have conducted pilot projects such as MOOX-RIDE × Autonomous Driving, followed by MOOX-RIDE × Toyota FC Bus and MOOX-RIDE × e-Palette in 2021 within closed environments.
From 2022 onward, we have expanded to public road demonstrations, including Centrair Island Loop Bus Tour and weather phenomenon experience tours.
One representative example is an immersive XR bus tour themed around “bringing space closer.”
Passengers not only view visuals on the windows but also experience enhanced immersion through spatial audio that guides attention, seat vibrations synchronized with video movements, mist and scents, and personalized interactions via their smartphones—providing a truly multi-sensory experience.
We will continue to develop content tailored to various base vehicles and use cases.

The Future of MOOX-RIDE

Looking ahead, our goal is to predict and provide spaces and services tailored to human behavior and needs.
Since 2020, we have repeatedly refined and validated the system, steadily preparing for commercial deployment.
Our mission remains clear: to make MOOX-RIDE an indispensable part of everyday life, and we will continue trial operations toward that vision.