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Global Automotive Augmented Reality and Virtual Reality Market 2017-2021

About Automotive Augmented Reality and Virtual Reality

Augmented reality (AR) is a technology that adds on or layers digital media, such as touch feedback, graphics, 3D models, and sound, on a real world environment to enhance user experience and interaction. Virtual reality (VR) is a computer simulated reality that is achieved through replicating an environment into an interactive three-dimensional experience to a user. The global automotive AR and VR market covers automotive AR and VR technology used (in research stage) in heads-up display (HUD), design, and prototype of automotive and virtual automotive showrooms.

Technavio’s analysts forecast the global automotive augmented reality and virtual reality market to grow at a CAGR of 98.11% during the period 2017-2021.

Covered in this report

The report covers the present scenario and the growth prospects of the global automotive augmented reality and virtual reality market for 2017-2021. The report presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources.

The market is divided into the following segments based on geography:

  • Americas
  • APAC
  • EMEA
Technavio's report, Global Automotive Augmented Reality and Virtual Reality Market 2017-2021, has been prepared based on an in-depth market analysis with inputs from industry experts. The report covers the market landscape and its growth prospects over the coming years. The report also includes a discussion of the key vendors operating in this market.

Key vendors
  • Continental
  • HARMAN International
  • Microsoft
  • Visteon
  • Volkswagen
Other prominent vendors
  • HTC
  • NVIDIA
  • Unity
  • AutoVRse
  • Bosch
  • DENSO
  • Delphi Automotive*
  • Jaguar
  • Mercedes-Benz
  • Nippon Seiki
  • Panasonic
  • General Motors (GM)
  • Hyundai Motor Company
  • Garmin
Market driver
  • AR for automotive repairs
  • For a full, detailed list, view our report
Market challenge
  • High cost and hardware limitations
  • For a full, detailed list, view our report
Market trend
  • Projection technology – production ready in AR
  • For a full, detailed list, view our report
Key questions answered in this report
  • What will the market size be in 2021 and what will the growth rate be?
  • What are the key market trends?
  • What is driving this market?
  • What are the challenges to market growth?
  • Who are the key vendors in this market space?
  • What are the market opportunities and threats faced by the key vendors?
  • What are the strengths and weaknesses of the key vendors?


Press Release

Technavio Announces the Publication of its Research Report – Global Automotive Augmented Reality and Virtual Reality Market 2017-2021

Technavio recognizes the following companies as the key players in the global automotive augmented reality and virtual reality market: Continental, HARMAN International, Microsoft, Visteon, and Volkswagen.

Other Prominent Vendors in the market are: HTC, NVIDIA, Unity, AutoVRse, Bosch, DENSO, Delphi Automotive*, Jaguar, Mercedes-Benz, Nippon Seiki, Panasonic, General Motors (GM), Hyundai Motor Company, and Garmin.

Commenting on the report, an analyst from Technavio’s team said: “One trend in the market is projection technology – production ready in AR. The AR technology in the automotive industry has gained market attention due to technological advances in HUD. The AR HUDs display a virtual image precisely into the exterior view, ensuring a comfortable and safe driving experience. AR HUDs generate a comprehensive view to the driver, which is a combination of the real scene viewed by end-users and an augmented, computer-generated, virtual scene with additional information.”

According to the report, one driver in the market is AR for automotive repairs. At present, vehicle manufacturing involves more complications due to the presence of many electric and electronic components. On an average, a modern-day car has more than 100 electronic parts, which has made driving convenient, safe, and comfortable for drivers. However, technicians should possess a high skill set, as repairing vehicles with complicated circuit design is difficult. The use of AR technology simplifies the repair works, as it gives complete instructions, from a repair process to suitable tools that need to be used.

Further, the report states that one challenge in the market is high cost and hardware limitations. All AR technologies used in the automotive industry need the support of mobile devices. These devices need to possess enhanced features to support the AR technology. Though there is availability of high-speed processor and other basic features like sensors and cameras, only the devices with enhanced features can use AR technology. High-end devices may seamlessly function while using AR apps, but low-end devices lack that capability. A depth sensing 3D camera is one feature that can enhance user experience, but is still not common in mobile devices.

Companies Mentioned

Continental, HARMAN International, Microsoft, Visteon, and Volkswagen, HTC, NVIDIA, Unity, AutoVRse, Bosch, DENSO, Delphi Automotive*, Jaguar, Mercedes-Benz, Nippon Seiki, Panasonic, General Motors (GM), Hyundai Motor Company, and Garmin.

  • Executive summary
  • Scope of the report
  • Research methodology
  • Market landscape
    • Market ecosystem
      • Table Parent market
      • Table Global AR and VR market
    • Market characteristics
      • Table Market characteristics
    • Market segmentation analysis
      • Table Market segments
  • Market sizing
    • Market definition
      • Table Market definition - Inclusions and exclusions checklist
    • Market sizing 2016
      • Table Market size 2016
      • Table Validation techniques employed for market sizing 2016
    • Market size and forecast 2016-2021
      • Table Global – Market size and forecast 2016-2021 ($ bn)
      • Table Global – Year-over-year growth 2017-2021 (%)
  • Five forces analysis
    • Table Five forces analysis 2016
    • Table Five forces analysis 2021
    • Bargaining power of buyers
      • Table Bargaining power of buyers
    • Bargaining power of suppliers
      • Table Bargaining power of suppliers
    • Threat of new entrants
      • Table Threat of new entrants
    • Threat of substitutes
      • Table Threat of substitutes
    • Threat of rivalry
      • Table Threat of rivalry
    • Market condition
      • Table Market condition - Five forces
  • Market segmentation by technology
    • Segmentation by technology
      • Table Technology – Market share 2016-2021 (%)
    • Comparison by technology
      • Table Comparison by technology
    • VR – Market size and forecast 2016-2021
      • Table VR – Market size and forecast 2016-2021 ($ bn)
      • Table VR – Year-over-year growth 2017-2021 (%)
    • AR – Market size and forecast 2016-2021
      • Table AR – Market size and forecast 2016-2021 ($ bn)
      • Table AR – Year-over-year growth 2017-2021 (%)
    • Market opportunity by technology
      • Table Market opportunity by technology
  • Customer landscape
    • Table Customer landscape
  • Regional landscape
    • Geographical segmentation
      • Table Global – Market share by geography 2016-2021 (%)
    • Regional comparison
      • Table Regional comparison
    • EMEA – Market size and forecast 2016-2021
      • Table EMEA – Market size and forecast 2016-2021 ($ bn)
      • Table EMEA – Year-over-year growth 2017-2021 (%)
      • Table Top 3 countries in EMEA
    • APAC – Market size and forecast 2016-2021
      • Table APAC – Market size and forecast 2016-2021 ($ bn)
      • Table APAC – Year-over-year growth 2017-2021 (%)
      • Table Top 3 countries in APAC
    • Americas – Market size and forecast 2016-2021
      • Table Americas – Market size and forecast 2016-2021 ($ bn)
      • Table Americas – Year-over-year growth 2017-2021 (%)
      • Table Top 3 countries in Americas
    • Market opportunity
  • Decision framework
  • Drivers and challenges
    • Market drivers
      • Table Mechanical operations converted into electronics
    • Market challenges
  • Market trends
    • Projection technology – production ready in AR
    • Low cost LiDAR sensor – trend for AR-based HUD
    • TFT to DMD evolution – a technological leap
      • Table AR-HUD system with DMD: A schematic diagram
      • Table Color coding in AR-HUD systems
  • Vendor landscape
    • Competitive benchmarking
    • Other prominent and potential vendors
      • Table Other prominent and potential vendors of global automotive AR and VR market
  • Vendor analysis
    • Vendors covered
      • Table Vendors covered
    • Continental
    • HARMAN International
    • Microsoft
    • Visteon
    • Volkswagen
  • Appendix
    • List of abbreviations
  • Explore Technavio

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