Global Automotive Augmented Reality Market 2016-2020
About the Automotive Augmented Reality Market
Need for AR: Deficits of existing HUDs
HUDs have been around since the late 1980s, when General Motors (GM) used it in their Oldsmobile. However, the principal reason for having HUDs, which is to reduce the need of the driver to look away from the road, never changed.
Primary deficiencies of conventional HUDs
Technavio Announces the Publication of its Research Report – Global Automotive Augmented Reality Market 2016-2020
Technavio recognizes the following companies as the key players in the global automotive augmented reality market: Hyundai, MINI (BMW subsidiary), Continental, Garmin, and Pioneer Electronics Corp.
Other Prominent Vendors in the market are: Audi and Honda, Bosch, Delphi, DENSO, GM, Harman, Jaguar, Mercedes-Benz, Nippon Seiki, Panasonic, and Volkswagen.
Commenting on the report, an analyst from Technavio’s team said: “A trend which is having a big impact on the market is TFT to DMD evolutions. Some of the notable highlights are:
• Continental has been using the TFT system in their HUDs to date. However, with the advent of AR, Continental aims to sharpen its images and add more animated graphics content to its HUD display.
• With this goal in mind, Continental has come up with its Innovative HUD, which features two display levels. There is a DMD instead of the existing mass-produced TFT technology. DMD is a movie projector industry-based product, which is integrated into the Continental’s HUD system.”
According to the report, one key driver among many in this market is the electrification of automotive mechanics. Currently automotive innovation is primarily driven by government regulations and to cater to the stringent government regulations, the automotive industry is relying more on electronics. Automotive is one of the major contributors of environmental pollution; hence, various governing bodies across the world have issued regulations to reduce vehicle emissions along with increasing fuel economy.
Further, the report states that one challenge that could adversely impact market growth is the high costs on unit sales of AR devices.
Hyundai, MINI (BMW subsidiary), Continental, Garmin, Pioneer Electronics Corp, Audi and Honda, Bosch, Delphi, DENSO, GM, Harman, Jaguar, Mercedes-Benz, Nippon Seiki, Panasonic, Volkswagen.
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