A head up display (HUD) is a display that helps you stay informed while keeping you focused on the road ahead. Recent years the AR HUD is becoming important in supporting the transition from autonomous driving mode to driver control. It highlights the most risky events directly in the driver’s field of view (FOV), and those events include: bypassing vehicles, nearby trucks changing routes, safe following distance, which probably need to have the driver’s eye on it and take actions.
Market Expectation
The automotive head-up display (HUD) market is expected to register a CAGR of over 24-30% during the forecast period, 2021-2026. *source: https://www.mordorintelligence.com/; www.marketsandmarkets.com
Promising Regions
The HUD systems can be witnessed only in select automobiles in the North American and European automobile markets, due to the market in these regions being technology-sensitive.
North American market is expected to witness higher levels of activity in the HUD market
The higher growth rates for HUDs in the Asia-Pacific are expected due to the increasing demand for luxury cars
Increased Adoption Rate of HUD
Head-up displays were earlier available majorly in luxury cars, but now, OEMs have been thinking and making them standard even in economy cars.
Increased awareness about passenger and vehicle safety is expected to fuel the demand for automotive head-up displays.
Technology Overview
HUD technology has evolved from conventional HUD to HUD with AR technologies (with 3D overlays in the far field) . And the windshield HUD type is an advanced form of technology than the combiner type.
Traditional HUD: Fixed projected plane (2m to 4m)
AR technology HUD: Variable projected dimension (up to 20m. 3D depth)
Currently In Production Technologies
Laser
Display: TFT and others
Projector: DLP
Holographic technology (not fully tested in the industry)
Main Players
Continental
Denso
Nippon-seki
Panasonic (AR: Phiar)
ASUS group - UniMas
GMC
Opportunities for HUD
Current Status:
A plateau of progress on vehicle automation is already forcing the car makers to resettle their expectations.
Near future:
partial automation can help assist drivers avoid certain crashes and full automation might be best suited for highly controlled situations.
Opportunities:
AV development is and still will be experiencing a long and tedious journey to bring the AV from L2 to L5. Years of more intensive testing under surveillance would be necessary, to train the automated driving system that can be trusted in the wild.
With the AR HUD system, which highlights the recognized object which may bring potential risks right in front of the driver's eyes. It facilitates the developers and experienced drivers for testing and validating the AV sensors and algorithms performance.
Benchmarks between human and vehicle driving would be done in real time, with ease at one spot: Driver’s seat, with the AR HUD technology.
Conclusions:
Is HUD a temporary transition to AV or a designated solution?
I would say conventional HUD would be just a temporary driving support, but AR HUD technology will stay with us for longer period of time.
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