By Victor Luckerson
November 20, 2015

Microsoft has entered into a partnership with Volvo to develop new car technologies that could include self-driving vehicles.

The two companies will also work to incorporate Microsoft’s augmented-reality device HoloLens into the car-buying experience. In the future, customers might be able to use the HoloLens headsets to configure a three-dimensional figure of their new cars. Using the technology, car salesmen might be able to build pop-up dealerships far away from car showrooms as customers interact with virtual representations of their vehicles.

“We are thrilled to be working with Volvo Cars to reimagine what is possible in car design, discovery and purchasing,” Scott Erickson, senior director for HoloLens said in a statement. “We are excited to be at this intersection of technology and human-centric design with Volvo.”

Volvo is planning to roll out 100 self-driving cars in Sweden by 2017. The two companies will be competing in the space with traditional automakers like Ford, as well as tech companies such as Google and Apple.

Contact us at editors@time.com.

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