Leading car OEMs exploring AR interfaces include Faraday Future, Ford, Hyundai, JLR, Hyundai, and PSA. Suppliers include Continental and its subsidiary Elektrobit, as well as Denso and WayRay. AR automotive technology extends beyond HUDs, with other use cases including AR manuals, which Audi and Ford recently launched, and "see-through" applications that combine vehicle-to-vehicle (V2V) communications with AR and future 5G low latency broadband connectivity to enhance driver visibility.
Car OEMs like Mercedes-Benz and Volvo, in cooperation with Microsoft/HoloLens, are exploring VR automotive applications through virtual pre-sales experiences to boost online vehicle sales business models. Faraday Future is also using VR, but to design vehicles, saving costs in building prototypes and accelerating time to market.
Despite the advantages of both AR and VR technology, with automotive OEMs expecting augmented reality applications to transform vehicle manufacturing and maintenance processes, AR HUDs run the risk of cognitive overload caused by displaying location-based advertising messages or any other type of secondary, infotainment information. "It will be critical to use AR sparingly, in a minimalistic way, and only to display relevant, contextual information when needed to improve the driver's perception of the road environment and reducing response times," concludes Bonte.
These findings are from ABI Research's Augmented and Virtual Reality in Automotive (https://www.abiresearch.com/market-research/product/1025246-augmented-and-virtual-reality-in-automotiv/). This report is part of the company's Automotive, Smart Mobility & Transportation sector (https://www.abiresearch.com/market-research/practice/autonomous-driving-location-tech/), which includes research, data, and analyst insights.
About ABI Research
ABI Research stands at the forefront of technology market research, providing business leaders with comprehensive research and consulting services to help them implement informed, transformative technology decisions. Founded more than 25 years ago, the company's global team of senior and long-tenured analysts delivers deep market data forecasts, analyses, and teardown services. ABI Research is an industry pioneer, proactively uncovering ground-breaking business cycles and publishing research 18 to 36 months in advance of other organizations. For more information, visit www.abiresearch.com.
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SOURCE ABI Research