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Augmented Reality in Cars in North America and the European Union

Augmented Reality in Cars in North America and the European Union

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

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.

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.

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.

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.

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.


  • Executive Summary
    • Key Findings
    • Timeline Snapshot
    • Technology Snapshot
    • Market Trends
    • Augmented Reality
    • HUD Penetration
    • Supplier Benchmarking
    • OEM Analysis
  • Research Scope, Objectives, Background, and Methodology
    • Research Scope and Objectives
      • Table Augmented Reality in Cars: Vehicle Sales, NA and EU, 2013–2021
    • Geographic Definitions and Research Timeline
    • Research Aim and Objectives
    • Key Questions This Study Will Answer
    • Research Background
    • Research Methodology
  • HUD Market Analysis
    • Types of HUD
    • Windshield HUD Segmentation
      • Table Augmented Reality in Cars: Windshield HUD Segmentation Snapshot, NA and EU, 2014–2021
    • Challenging and Influencing Factors
    • Display Technologies
    • Backlighting Snapshot
    • OEM Benchmarking
    • Supplier Market Share
    • Cost Comparison
    • Value Chain Analysis
  • Total HUD Market Penetration
    • Overall Penetration
      • Table Augmented Reality in Cars: Penetration of HUD, NA, 2014–2021
      • Table Augmented Reality in Cars: Penetration of HUD, EU, 2014–2021
  • HUD Technologies and Penetration
    • Windshield HUD
    • Windshield HUD Penetration in North America
      • Table Augmented Reality in Cars: Windshield HUD Penetration, NA, 2014–2021
    • Windshield HUD Penetration in European Union
      • Table Augmented Reality in Cars: Windshield HUD Penetration, EU, 2014–2021
    • Combiner HUD
    • Combiner HUD Penetration in North America
      • Table Augmented Reality in Cars: Combiner HUD Penetration, NA, 2014–2021
    • Combiner HUD Penetration in European Union
      • Table Augmented Reality in Cars: Combiner HUD, Penetration, EU, 2014-2021
    • Augmented Reality HUD
    • Augmented Reality HUD Penetration
      • Table Augmented Reality in Cars: AR-HUD, Penetration, NA and EU 2014–2021
  • HUD Case Studies
    • Navdy
    • Range Rover
    • Toyota
    • BMW
  • HUD Future Outlook
    • Future Outlook
  • Key Conclusions
    • Conclusions
    • The Last Word—3 Big Predictions
  • Appendix
    • Table of Abbreviations and Acronyms Used

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