AUTOMOTIVE HUD MARKET ANALYSIS

Global Automotive HUD Market is estimated to be valued at US$ 9.04 Bn by 2030. Automotive head-up display or also referred as auto HUD is any transparent display that shows information exactly when user needs it, which is aligned directly in the line of sight. Auto HUD displays crucial information including speed, warning signals, and navigation signals without looking down instrument cluster. As the driver gets all the important information, it reduces chances of potential road accidents. Advanced HUD systems also display advanced driver assistance system (ADAS) data, enabling driver to gain important information, without taking their attention off the road. In the recent past, augmented reality has revolutionized head-displays with information being projected on windshield and layer of information right in front of the car.

Global Automotive HUD Market: Regional Insights

Asia Pacific held a dominant position in the global automotive HUD market in 2022

Figure 1: Global Automotive HUD Market Share (%), By Region, 2022

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Asia Pacific is expected to hold a dominant position over the forecast period. The advancement in technologies in the field of HUD (Head-Up Display) such as the development of Augmented-Reality HUD and the enhanced features added to the HUDs such as voice assistance, satellite navigation, and others is driving demand and growth of the automotive HUD market in the Asia Pacific region.

Europe is expected to witness significant growth over the forecast period due to growing demand for automotive vehicles equipped with new technologies such as connection to mobile application, advance driver assistance, Navigation, HUDs, and others. People are becoming aware of the information provided by HUD while driving that include navigation information, warning lights, battery charge, engine speed, and others and thus demand for automotive HUD is increasing and hence the automotive HUD market is expected to gain traction during the forecast period.

Global Automotive HUD Market - Impact of Coronavirus (Covid-19) Pandemic

The growth of the automotive Head-Up Display (HUD) market has been hindered by the COVID-19 pandemic. Reduced vehicle sales have resulted in a weakened demand for vehicle and passenger safety features. The implementation of nationwide lockdowns and the suspension of major business activities by Original Equipment Manufacturers (OEMs) have caused delays in testing semi-autonomous driving systems and advanced safety features. Automotive heads-up display (HUD) manufacturers are encountering a setback as Original Equipment Manufacturers (OEMs) exhibit limited interest in investing in advanced technologies for the upcoming one to two years, leading to the reduced demand. Consequently, the automotive HUD market is expected to experience a decline in 2020.

Global Automotive HUD Market- Drivers:

Enhanced Driving Safety

Automotive HUD systems provide real-time information, such as speed, navigation instructions, and warning alerts, directly in the driver's line of sight. By eliminating the need for the driver to look away from the road, HUDs enhance driving safety by reducing distractions and improving situational awareness.

In Jan, 2021 Panasonic Automotive has introduced its new Augmented Reality (AR) Head-up Display for vehicles at the ongoing CES 2021. The new technology from Panasonic can detect speed of moving objects from afar, detect pedestrians and guide for a seamless, more engaged and informed driving experience

Growing Demand for Advanced Driver Assistance Systems (ADAS)

The increasing integration of ADAS features, such as lane departure warning, adaptive cruise control, and collision warning systems, is driving the demand for automotive HUDs. HUDs can display critical ADAS information, ensuring that drivers are aware of potential hazards and can respond quickly.

In Jul, 2022, Mahindra & Mahindra is in the process of implementing ADAS 2+ levels for both its ICE as well as upcoming Born Electric range with integrated head up display.

Global Automotive HUD Market- Opportunities:            

Integration with Advanced Technologies

Automotive HUDs can be integrated with emerging technologies such as augmented reality (AR) and virtual reality (VR). This integration opens up opportunities for more immersive and interactive driving experiences, providing drivers with enhanced information and entertainment options.

In Jan, 2022, Mercedes-Benz has announced the first all-electric sedan from the company Mercedes-Benz EQS launching with features like augmented-reality (AR) navigation system and color head-up display. Digital street signs and other graphics are superimposed over a camera view on the EQS’s much-hyped “Hyperscreen” a 142-centimeter (56-inch) dash-spanning wonder that includes a 45-cm (17.7-inch) OLED center display

Expansion into Mid and Entry-Level Vehicle Segments:

While HUDs have primarily been adopted in luxury and premium vehicle segments, there is an opportunity to expand their presence in mid-range and entry-level vehicles. As technology advances and production costs decrease, automotive HUDs can become more accessible to a wider range of consumers.

In Feb, 2023, Maruti Suzuki has announced a series of upgrades for the Baleno hatchback, XL6 and Ertiga MPVs. As part of the upgrades, variants of the three models that feature the automaker’s SmartPlay Pro and Pro+ infotainment systems will now get Wireless Android Auto and AppleCarPlay connectivity

Global Automotive HUD Market- Trends:

Augmented Reality (AR) HUDs

The adoption of AR HUDs is on the rise. AR HUDs overlay digital information onto the real-world view, providing drivers with enhanced navigation, safety alerts, and entertainment options. This trend offers a more immersive and intuitive driving experience.

In May 8, 2023 Raythink, a Chinese manufacturer specializing in augmented reality head-up displays (AR-HUDs), introduced its latest smart vehicle AR-HUD solution. This innovative product incorporates the OpticalCore picture generation unit and wave-layer three-dimensional technology to project a fully immersive 3D image visible to the naked eye. The AR-HUD solution aims to enhance the driving experience by providing futuristic and improved 3D effects, adding depth and realism to the displayed information.

Growing Demand for Connected Car Features

With the increasing connectivity of vehicles, automotive HUDs are becoming more integrated with connected car features. HUDs can display information related to vehicle diagnostics, real-time traffic updates, smartphone connectivity, and multimedia content, providing a seamless connected experience.

In April, 2023, Maruti Suzuki has launched a new car Fronx in India, with HUD, connected car technology

Global Automotive HUD Market- Restraints:

Display Quality and Visibility

Display quality and visibility can be a challenge for automotive HUDs, particularly in adverse lighting conditions such as bright sunlight or nighttime driving. Factors like reflection, clarity, and legibility of information on the HUD display may impact the user experience and effectiveness of the system.

Windshield Design Limitations

HUDs typically project information onto the windshield, which requires specific design considerations. Factors such as windshield curvature, tinting, and size limitations can impact the performance and visibility of HUD systems, making their integration more complex.

Figure 2: Global Automotive HUD Market Share (%), By Segment, 2022

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Global Automotive HUD Market- Segmentation:

By Product Type:  Windshield, Combiner

By Passenger Car Type:  Midsize, Premium, Luxury, Sports Utility Vehicle, Sports Car

Global Automotive HUD Market: Key Developments

Major market players are focusing on product launches in order to enhance their product portfolio. For instance,

On 15 March, 2023 BMW has revealed a new head-up display, called BMW Panoramic Vision, which will launch alongside the first models built on its Neue Klasse platform. The new HUD projects across the full width of the windscreen, offering a unique interaction point and information surface for all vehicle occupants.

In March, 2023 Genesis, have recently broadened HUD horizons with larger, crisper, more data-rich displays. Powered by Qualcomm processing and AI navigation software from Phiar Technologies, hopes to push into the mainstream with its AR HUD 2.0. Its advances include an integrated eye-tracking camera to accurately match AR images to a driver’s line of sight.

On January 4, 2023 – HARMAN, an automotive technology company and subsidiary of Samsung Electronics Co., Ltd. focused on designing consumer experiences at automotive grade, today unveiled HARMAN Ready Vision, a set of Augmented Reality (AR) head-up display (HUD) hardware and AR software products to enhance driver safety and awareness. Ready Vision’s AR software integrates with vehicle sensors to deliver immersive audio and visual alerts that empower the driver with critical knowledge and information, in a timely, accurate and non-intrusive manner.

In July 2022, TomTom has revealed that the latest iteration of their comprehensive navigation solution will be incorporated into Opel's new Astra. This updated version includes over-the-air updates for up-to-date and precise maps, seamless integration with convenient connected services, and new advanced driving assistance system (ADAS) safety features based on map data.

Global Automotive HUD Market: Key Companies Insights

Global Automotive HUDs market is highly competitive, owing to rising launch of new technologies due to ongoing R&D and efforts by value chain participants. Moreover, key players are adopting various business growth strategies in order to expand their presence on regional as well as global basis. Some of the key players in the Global Automotive HUDs market are Major companies operating in the global Automotive HUD Market are: Continental AG, Delphi Automotive LLP, Denso Corporation, MicroVision Inc., Nippon Seiki Co. Ltd., Robert Bosch GmbH, YAZAKI Corporation, and Visteon Corporation

*Definition: An automotive Head-Up Display (HUD) is a technology that projects essential information onto the windshield or a transparent display panel in the driver's line of sight, allowing them to access crucial data without needing to look away from the road.