Augmented Reality in Cars in North America and the European Union

Overall AR-enabled Head-up Displays to Gain 10.4% Market Share by 2025

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Jun 22, 2015, 06:22 ET

NEW YORK, June 22, 2015 /PRNewswire/ -- In an attempt to increase driver safety, OEMs are trying to integrate ADAS content and warnings into head-up displays (HUDs).This market insight focuses on various technologies within the HUD market for passenger cars in the United States and European Union. The study describes market segmentation and penetration of each technology, namely windshield HUD, combiner HUD, and augmented reality HUD and illustrates a few case studies. Further, market forecasts cover 2015–2021, using a base year of 2014. A glimpse of the future outlook for HUD technologies and 3 big predictions are provided.

Key Findings
In an attempt to increase driver safety, OEMs are trying to integrate advanced driver assistance systems (ADAS) content and warnings into head-up displays (HUDs).
Augmented Reality in Cars: Key Findings, NA and EU, 2014–2021
1 The HUD market is expected to grow at a compound annual growth rate (CAGR) of % from 2014 to 2021 across North America and Europe. Augmented reality (AR) HUD is expected to hit the market by 2018.
2 The combiner HUD will have high penetration in the medium and small segment cars, considering its cost effectiveness and ease of integration inside the dash by 2017.
3 For the next couple of years, thin film transistor (TFT) will be the perfect display technology mainly owing to cost and performance. Digital light processing (DLP) and laser displays will be prominent when AR-HUD hits the market by 2018.
4 Ford, Hyundai, BMW, Audi, and Mercedes-Benz are key OEMs likely to introduce AR-HUD in selective models by 2018. Technology enablers including Nippon Seiki, Continental, and Denso are working with OEMs on this technology.
5 The industry is now moving towards a wide field of view (FOV) of up to and brightness of the virtual images up to cd/m² with low-power consumption.
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