This report examines automotive heads-up display (HUD) technologies, their types, an in-depth global and regional demand outlook, and insight into the supply chain and core market drivers.
HUD is a projection technology or a virtual transparent display of information that does not require users to look away from their usual viewpoints. Critical driving-related information such as speed, safe distance warnings, or navigational data is projected directly within the driver’s field of vision (FOV) and at a distance that does not require the eyes to significantly refocus. HUDs first went into production in cars with General Motors (GM) in 1988 as a highly niche product, but remained nascent until demand began increasing in recent years.
The actual components of an automotive HUD can vary, but all HUDs contain three essential elements: an image source; a system of lenses and mirrors that reflect, refract, focus, and magnify the HUD image; and a transparent reflective surface.
There are three major types of HUDs being used in modern cars:
Windscreen HUD (W-HUD). This is the most common type of HUD technology, whereby information is reflected directly off the windshield. Drivers see a virtual image, not as a static picture on the windshield, but rather as floating over the hood, usually at a distance of about 2 m from the driver’s eyes. Examples: Audi A3, BMW 5 Series, and Mercedes-Benz C-Class
Combiner HUD (C-HUD). HUD with information mirrored onto a transparent panel (called the combiner), instead of the windshield itself. Examples: Volkswagen (VW) Passat, Mazda3, and BMW 2 Series
Augmented Reality HUD (AR-HUD). In the case of an AR-HUD, the exterior view of the traffic conditions in front of the vehicle is supplemented with virtual information (augmentations) for the driver. The virtual image is generally formed at a distance of 5–7 m from the driver’s eyes, although it could be longer. It also generally requires a 7–10˚ horizontal FOV. When navigating, for example, a virtual symbol can be painted precisely onto the roadway, showing the driver their navigation guidance. Example: an initial version of AR-HUD is expected to come to production in 2017.
Research scope & definitions
Global HUD demand
Global HUD revenue & ASPs by technology type
Global HUD demand by region
Top global HUD suppliers
OEMs' sourcing strategies
Global HUD demand by technology type
W-HUD versus C-HUD
HUD penetration by display technology type
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