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Strategic Intelligence: Augmented Reality in Automotive

Publisher GlobalData
Published Mar 06, 2026
Length 45 Pages
SKU # GBDT21052155

Description

Strategic Intelligence: Augmented Reality in Automotive

Summary

AR is transforming the automotive sector by offering better access to and visualization of crucial vehicle data. It has applications across the industry, from automotive designers to manufacturing personnel and end-users.

AR unlocks automotive data

Augmented reality (AR) is a technology that allows users to see the real world overlaid with digital data. According to GlobalData forecasts, the global AR market will exceed $87 billion by 2030, up from nearly $30 billion in 2024 at a compound annual growth rate (CAGR) of 20%. AR is transforming the automotive sector by offering better access to and visualization of crucial vehicle data.

AR is accelerating automotive design

Automotive design is time-consuming, expensive, and still reliant on costly clay prototypes and specialized facilities. AR helps teams move faster by overlaying virtual 3D designs onto a physical chassis or clay mockup, so they can quickly review proportions, structure, and design changes. In addition, AR-powered digital twins allow designers to demonstrate concepts and simulate real-world performance.

Automakers should invest in AR heads-up displays

AR heads-up displays (HUDs) can enhance vehicle safety and brand prestige. By projecting navigation and hazard alerts directly into the driver’s line of sight, these systems can reduce distractions and enhance the driving experience. Automakers should focus on integrating their AR HUDs with advanced driver assistance systems (ADAS) and on partnering with semiconductor and AI technology vendors like Qualcomm and Nvidia.

The report covers how AR overcomes key challenges in the automotive industry. These include automotive design, training and knowledge transfer, vehicle safety, customer engagement

Scope
  • This report provides an overview of AR and how it will impact the automotive industry.
  • The report predicts how AR in automotive will evolve, including the key challenges it will solve.
  • It includes selected case studies highlighting who is innovating in automotive using AR technologies.
  • The report also includes a comprehensive data analysis, including market size and growth forecasts for the AR market.
Reasons to Buy
  • GlobalData’s thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors.
  • This report is essential for senior executives at automotive companies to understand the critical benefits from integrating AR technology into their operations. Automotive companies who fail to implement AR solutions will fall behind.
  • In addition, the report identifies the leading AR adopters in automotive, as well as specialist tech vendors in this space.

Table of Contents

45 Pages
Executive Summary
Players
Value Chain
The Impact of AR on Automotive
Suppliers should focus on integrating AR HUDs
Challenges ahead for Tier-1s and next steps
What does a Tier-1 system integrator look like?
Automakers must augment vehicle design
Sales and marketing should use AR to engage customers
After-sales can streamline workflows with AR
How AR helps tackle the challenge of automotive design
How AR helps tackle the challenge of training and knowledge transfer
How AR helps tackle the challenge of vehicle safety
How AR helps tackle the challenge of customer engagement
Sales and purchasing
In-vehicle experience
Case Studies
Toyota trains vehicle assembly workers using AR
Basemark uses AR for automotive HUDs
Audi uses the Magic Leap AR headset for its Activesphere concept car
XPeng debuts AR windshield to reduce road rage
Companies
Leading AR adopters in automotive
Specialist AR vendors in automotive
Sector Scorecard
Vehicle manufacturing sector scorecard
Who’s who
Thematic screen
Valuation screen
Risk screen
Glossary
Further Reading
Our Thematic Research Methodology
Report Authors
About GlobalData
Contact Us
List of Tables
Table 1: Suppliers should focus on integrating AR HUDs
Table 2: Leading AR adopters in automotive
Table 3: Specialist AR vendors in automotive
Table 4: Glossary
Table 5: Further Reading
Table 6: Report Authors:
List of Figures
Figure 1: Key players in augmented reality
Figure 2: The augmented reality value chain
Figure 3: Thematic investment matrix
Figure 4: Clay prototypes are expensive and can take months to produce
Figure 5: A trainee using AR overlays for remote assistance
Figure 6: XPeng’s AR HUD shows the autonomous driving system’s intended trajectory
Figure 7: Hyundai’s sales staff uses AR to visualize vehicle color options
Figure 8: Volkswagen’s AR HUD during navigation
Figure 9: Toyota uses the HoloLens 2 to train vehicle assembly staff
Figure 10: Basemark’s AR HUD projects navigation onto the road ahead
Figure 11: XPeng lets drivers throw augmented emojis at other drivers
Figure 12: Who does what in the vehicle manufacturing sector?
Figure 13: Thematic screen
Figure 14: Valuation screen
Figure 15: Risk screen
Figure 16: Our approach to identifying the companies most likely to succeed in a sector over the next five years

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