The next way of getting information in front of drivers’ eyes is heads-up displays (HUD) and projections on the windshield.
Automakers are trying to integrate advanced driver assistance systems (ADAS) content and warnings into head up displays to increase driver safety.
According to Frost & Sullivan’s Augmented Reality in Cars the three most distinct HUD types are pure windshield HUDs, combiner HUD for limited space and lower costs, and augmented reality (AR)-based HUD for exhibiting sensor-fused safety data.
Apart from larger and brighter display, the next generation of HUDs will consume less power, have a smaller footprint, and support 3D AR. Due to their outstanding features, these technologies will find eager adopters in European luxury OEMs such as BMW, Mercedes Benz and Audi.
While the benefits of advanced HUDs are evident, many OEMs are reluctant to adopt them due to their high costs. Specially treated windshields used to project driver-related information and the integration of various technologies to present a hassle-free driving experience, represent one of the biggest production expenses for OEMs. In this scenario, combiner HUD is becoming increasingly popular due to its cost, space and integration advantages over conventional HUD.
Combiner HUD will experience higher penetration in the medium and small cars segment by 2017 because of its cost effectiveness and ease of integration inside the dash. It achieves lower production costs by eliminating the specially treated windshields used in conventional HUD.
Overall, the sophistication of such technologies and the willingness of customers to pay a premium for a superior driving experience, are anticipated to accelerate the adoption of next-generation HUDs in the automotive industry.