Los Angeles-based augmented reality company DAQRI establishing facility in Oakland County

Expansion further grows Michigan’s autonomous vehicle supply chain

LANSING, Mich. – DAQRI LLC, a Los Angeles-based technology company specializing in augmented reality hardware and software, announced today it is establishing a facility in Oakland County that will serve as an automotive product development center. The project is expected to generate a total capital investment of $768,000 and create 12 engineering and project manager jobs.

“DAQRI’s expansion in Michigan rather than California or other locations means excellent, well-paying jobs for Michigan residents and underscores the strength of the talent in the state’s mobility and technology sectors,” said Jennifer Nelson, chief business development officer and executive vice president of the Michigan Economic Development Corporation, the state’s chief marketing and business attraction arm that administers programs and performs due diligence on behalf of the MSF.

“We welcome DAQRI’s commitment to Michigan and in becoming a key contributor to the state’s expanding autonomous vehicle supply chain. This investment further reflects our reputation as the center for the automotive industry.”

DAQRI’s wearable augmented reality products improve productivity, training, and safety in aerospace, energy, manufacturing, construction, and beyond. DAQRI’s smart automotive heads-up display (HUD) leverages holographic technology to transform the driving experience for hundreds of thousands of drivers, making them safer and more connected to information that enhances the driving experience. The next-generation DAQRI Smart HUD brings augmented reality into the car, enabling communication between the driver and autonomous vehicles.

DAQRI chose Michigan over competing sites in California and other global locations in order to expand the reach of its automotive division, enabling the company to serve the North American market where the demand for head-up-displays is estimated to grow 24 percent annually. Michigan ranks no. 1 in automotive research and development, with more than 76 percent of nationwide R&D spending coming from Michigan’s 375 R&D centers.

Today the Michigan Strategic Fund announced a $100,000 Michigan Business Development Program performance-based grant in support of the project. MEDC administers funds for the MSF, and serves as the state’s chief marketing arm with the mission of attracting and retaining businesses to Michigan. 

“Michigan is the epicenter of transportation mobility, and we want to be at the heart of it as we bring AR to the car,” said DAQRI CEO Brian Mullins. “Our new office in Oakland County represents a commitment to our Smart HUD partners and customers in the automotive industry, and will enable us to collaborate on solutions even more closely.”

The company is currently evaluating sites in Oakland County and will be announcing its location sometime in the upcoming weeks. Oakland County plans to offer staff time to assist the company in finding candidates for the newly created position and assist the company in its site selection process. 

“DAQRI adds to the noticeable trend of west coast companies making the important decision to bring their automotive research to our robust cluster of mobility companies, joining a host of high-profile companies who see the value of locating in this global mobility hub,” said Oakland County Executive L. Brooks Patterson.

DAQRI’s Oakland County office will be hiring critical research and development roles in the areas of electrical, mechanical, optical and software engineering, as well as production-focused roles in systems engineering and quality assurance, and expects to continue to grow in the future. Those interested in careers with DAQRI can explore opportunities and apply at https://daqri.com/careers.

Today’s MBDP grant to DAQRI was the first to be awarded under the expanded Michigan Business Development Program that can be used for strategic business growth projects that will grow Michigan’s future economy, but do not meet the job creation requirements normally required by the program guidelines. These projects could include those of companies that serve a target industry; second stage companies located in Michigan; large companies with a limited but growing presence in the state; or companies considering locating in Michigan for the first time.

DAQRI’s announcement comes on the heels of MEDC’s July 17 announcement that global autonomous vehicle maker NAVYA was establishing its first North American assembly plant in the city of Saline. The project is expected to generate total capital investment of more than $1 million and create 50 jobs.

Michigan has always been the leader of the automotive industry, and as vehicle and transportation technologies continue to evolve, Michigan continues to lead the way. This leadership is represented through the state’s Planet M initiative, a partnership of mobility organizations and communities working together on the research, development and deployment of mobility technologies driving the future. 

Through Planet M, Michigan is now one of the most progressive states in the country for testing self-driving vehicles and leads the nation in patents for navigation and smart mobility. This continues to draw entrepreneurs and advanced technology companies alike, who are not only attracted to the state’s vast automotive assets, but also Michigan’s robust workforce of skilled and engineering talent.

For more information on Planet M, visit www.PlanetM.com. 

About Michigan Economic Development Corporation (MEDC)

The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business development, job awareness and community development with the focus on growing Michigan’s economy. For more information on the MEDC and our initiatives, visit www.MichiganBusiness.org. For Pure Michigan® tourism information, your trip begins at www.michigan.org. Join the conversation on: Facebook Instagram LinkedIn, and Twitter.