Evolution of Automotive Head-up Displays: Bringing Data in the Line of Sight

As automobile capabilities continue to improve, the increasing demand for the high-end systems that elevate the vehicle performance is witnessed worldwide. Automotive display units such as automotive head-up display are a superior solution which improves the driving experience in modern cars.

Automotive head-up display brings technology that was initially designed for fighter jets to the automobiles that enables safer rides. Automotive head-up display is gaining major popularity amongst consumers as it minimizes the possibilities of experiencing a risky distraction while driving as it displays the critical information including navigation and speed right in the line of sight of drivers, preventing them to look away from the road to identify what turn needs to be made.

Continual developments in technology and their incorporation in designing advanced automotive head-up displays is fueling key innovations in the automotive head-up display market.

Augmented Reality and Automotive Head-up Displays

Although augmented reality is being applied across a number of applications, its deployment in the field of automobiles has elevated the scope of possibilities to a whole new level. Augmented reality is changing the way consumers are carrying out significant tasks. Automotive head-up display systems are also gaining augmented reality advancements that are enabling automobile drivers to drive vehicles with greater ease and efficiency.

Increasing investments are being made around the concept of augmented reality for improving automotive head-up display capabilities. Continental, a leading technology company recently unveiled, what it claims to be an industry-first full-color demonstrator of the automotive head-up display which is based on waveguide technology. This demonstrator was collaboratively developed with one of the leading experts of projection technology that is enabled by switchable holographic gratings, DigiLens Inc. The novel Continental AR-HUD backed with waveguide technology majorly reduces the packaging size and achieves an augmentation area of 15° x 5°. This makes the integration of the device possible in a number of vehicles.

As innovative technology and features are continually added to vehicles, the automotive industry is sure to witness evolution. Automakers are also focusing on aspects such as an automotive head-up display to deliver improved functionality in their vehicle offerings. Hyundai Motor, for instance, has progressed to the next stage by projecting nearby activities in real time by utilizing augmented reality. The company entered into a partnership with WayRay AG with an aim to create automotive head-up display systems backed by augmented reality.

The Zurich-based holographic augmented reality technology and hardware developer, WayRay has raised $80 million of funding, from Porsche, previous investor Alibaba Group, China Merchants Capital, JVCKENWOOD, China Merchants Capital, and several sovereign wealth funds with a focus on developing next-gen display technology for automotive head-up display.

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