Along with the launch of a new Vovlo Cars joint venture with Google to embed services into the Swedish automaker's infotainment system, recent technology development in the industry includes new augmented reality tech from Mercedes Benz USA and Kia Motors America, as well.

Volvo Cars announced Monday that customers can now access Google Assistant, Google Play Store, Google Maps and other Google services through its newly enhanced  Sensus infotainment system.

“Bringing Google services into Volvo cars will accelerate innovation in connectivity and boost our development in applications and connected services,” Henrik Green, senior vice president of research and development at Volvo Cars said in a news release. “Soon, Volvo drivers will have direct access to thousands of in-car apps that make daily life easier and the connected in-car experience more enjoyable.”

In addition to thousands of additional apps available through the Google Play Store, apps and services developed by Google and Volvo Cars have also been embedded.

This new venture builds on the strategic relationship between Volvo Cars and Google. Last year, Volvo Cars announced that the new generation of its infotainment system will be based on Google’s Android platform.

“The Google partnership is an important strategic alliance for Volvo Cars,”  Green explained. “The Android platform, Google services and Google’s working relationship with app developers in-house and worldwide will help us further improve the Volvo car experience.”

In other tech news, a new service from Mercedes employs augmented reality technology to provide customers a new way to explore vehicle features.

Mercedes-Benz USA recently announced that 2018 E-Class and 2018 S-Class drivers can now obtain computer-generated vehicle information in real-time by scanning the controls and displays inside their cars.

Customers can get an answer to questions about operating their vehicle in real time without having an owner's manual by using their smartphone camera instead.

The system is designed to explain unknown functions to the customer via text descriptions, photo and video content. There’s also an option for customers to request a direct link to sections of the digital owner's manual.

Meanwhile, last week the Kia brand also announced a new augmented technology venture with Facebook to enhance its digital assistant for Facebook Messenger.

The Korean automaker introduced its newly enhanced digital assistant at Facebook's annual F8 developer conference this year.

Kia’s Facebook page and Kia.com website can now provide a more immersive experience in conjunction with Kia's second-generation digital assistant, according to the automaker.