Automotive Head-up Display (HUD) Industry Report, 2022

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Automotive HUD research: AR HUD is being largely mounted on vehicles, and local suppliers lead the way.

1. AR HUD is being used widely, with 35,000 vehicles equipped in the first half of 2022.

Since 2021, AR HUD has been installed in multiple new vehicle models, including Mercedes-Benz S-Class, Hongqi E-HS9, Great Wall Mocha, Geely Xingyue L, Volkswagen ID Series, GAC Trumpchi GS8, BAIC Mofang and Rising R7.

HUD 1_副本.png

According to ResearchInChina, in the first half of 2021, 603,000 new passenger cars in China were equipped with HUD (C/W/AR), a like-on-like upsurge of 36.2%, of which 35,000 units packed AR-HUD, sharing 5.8% of the total, up 5.0 percentage points from the prior-year period.

From the monthly trend, it can be seen that the installations of AR HUD have been rising since mass production in early 2021, and began to surge in April 2022 after first outnumbering C-HUD in August 2021.

HUD 2_副本.png

2. PGU becomes the key technology for realizing mass production of AR HUD.

At present, although many an OEM has launched AR HUD-enabled models, almost all of them are testing water on small scale. As for wide adoption, such problems as image distortion, sunlight inversion, high cost, and large size have yet to be solved. As a core component of AR HUD, PGU has become the key solution to the above problems.

There are four PGU technologies: TFT-LCD, DLP, LCOS, and laser scanning projection (LSP). Wherein, TFT-LCD and DLP are the mainstream solutions used in the current AR HUD-enabled production vehicle models in China. Volkswagen ID Series, Hongqi E-HS9 and WEY Mocha among others all bear TFT-LCD solutions. The DLP technology monopolized by TI delivers good imaging effects but its cost is high. The applied models include Mercedes-Benz S-Class and the 2nd-generation GAC Trumpchi GS8.

LCOS offering high resolution has made its way into the market in recent years. Typical vendors include Envisics, Huawei, ASU Tech, and Hardstone. SAIC Rising R7 released in May 2022 carries the LCOS-based AR HUD created by Huawei. The HUD features field of view of 13°*5°, luminance of 12000nits, and resolution of up to 1920×730.

HUD 3_副本.png

MEMS laser scanning projection (LSP) is also a R&D direction for some companies like Panasonic, Pioneer and Shenzhen Dianshi Innovation Technology. In 2022, the dual-vision laser holographic AR HUD jointly developed by Panasonic and Envisics is to be first mounted on Cadillac LYRIQ. With two projection display areas, far and near, the system can display real-scene markers at the destination, real-scene navigation, forward collision warning, and lane change command.

3. Local suppliers like Foryou lead in mass production of AR HUD.

OEMs’ increasing demand for AR HUD expedites technology iteration and product commercialization by suppliers. Thereof, China’s local suppliers like Foryou Multimedia have secured multiple mass production orders.

Foryou Multimedia is a HUD leader in China. As of June 2022, the company has shipped a total of more than 560,000 units, with customers including Great Wall Motor, Changan Automobile, GAC, BAIC, Chery and Vietnam’s VINFAST. In late June 2022, it signed a letter of intent with Huawei on in-depth strategic cooperation on intelligent vehicle accessories, especially AR HUD.

Foryou Multimedia also steps up its pace of new product iteration, having launched bifocal plane AR HUD and oblique projection AR HUD. Currently the bifocal plane AR HUD has been designated by Great Wall Motor, and the oblique projection AR HUD has been a substantive cooperative project of many automakers.

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Zhejiang Crystal-Optech has partnered with quite a few OEMs to develop HUDs, and tries hard to mass-produce and market these products. Its AR HUD was produced in tiny quantities for Hongqi E-HS9 in March 2021, and was applied to Changan Deep Blue SL03 in July 2022. In the second half of 2022, Crystal-Optech is to provide HUDs including WHUD and AR HUD, for some models of Hongqi, Changan Automobile, BYD and Great Wall Motor.

HUD 5.png

4. AR HUD will be integrated with multiple vehicle systems.

AR HUD has become a new window for human-vehicle interaction, which is accompanied by the evolution of intelligent driving to L2+. It will be integrated with multiple systems from dashboard, navigation and ADAS to DMS, infotainment and V2X.

In January 2021, Qualcomm announced its 4th-generation Snapdragon Automotive Cockpit Platform, a digital cockpit solution that supports multi-ECU and multi-domain fusion, covering dashboard and cockpit, AR-HUD, infotainment, rear seat display, electronic rearview mirror and in-vehicle monitoring. The system will be first available to cars of JIDU Auto and is projected to be mass-produced and delivered in 2023.

At the CES 2022, Harman demonstrated its AR HUD technology, which combines AR vision with the voice assistant that helps to recommend nearby points of interest. This technology can intelligently activate the autonomous driving mode, or allow the driver as an AR avatar to have a meeting with colleagues. In February 2022, HARMAN acquired Apostera, aiming to use Apostera’s augmented reality (AR) and mixed reality (MR) software solutions to cement its position as a leader in the automotive AR/MR field. Before that, Apostera had provided technical support of AR HUD for Audi Q4 e-tron.

At the CES 2022, Panasonic unveiled its AR HUD 2.0 system. Powered by Panasonic’s SkipGen2, its eCockpit infotainment controller, AR HUD 2.0 adds the eye tracking system (ETS), a patented technology that enables automatic driver height adjustment, dynamic parallax compensation, dynamic auto focus and driver monitoring capability. “The Panasonic AR HUD 2.0 continues the trend of up-integration of display domains, such as Cluster and HUD, into the central infotainment compute module,” said Andrew Poliak, CTO, Panasonic Automotive Systems Company of America.

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1. Overview of Automotive HUD
1.1 HUD Definition and Composition
1.2 HUD Classification
1.3 HUD Projection Technology
1.3 HUD Projection Technology: TFT VS. DLP
1.4 HUD Parameters
1.4 HUD Parameters: AR-HUD
5.2 AR-HUD System Architecture
1.6 HUD Industry Chain Landscape
1.7 Development History of HUD
1.8 HUD Market Size and Trends

2. Automotive HUD Market and Trends
2.1 Passenger Car HUD OEM Market
2.1.1 HUD Installations and Installation Rate
2.1.2 By Chinese/Joint Venture Brand
2.1.3 By Price Range
2.1.4 By Brand and Model
2.1.5 By Type
2.2 HUD Suppliers
2.2.1 Major International HUD Suppliers
2.2.2 Major HUD Suppliers in China
2.2.2 Major HUD Suppliers in China
2.2.3 Technical Features of Major Suppliers
2.2.3 Technical Features of Major Suppliers
2.2.4 Market Share of Domestic Suppliers
2.3 HUD Development Trends
2.3.1Overview
2.3.2 AR-HUD becomes Hotspot in the Market
2.3.3 Key Technologies for Mass Production of PGU (AR) HUD
2.3.4 Many Companies Develop 3D Light Field Display Technology
2.3.5 Holographic Technology Becomes an Ideal Solution for AR-HUD
2.3.6 Multiple Giants Invest in Holographic Technology Start-ups
2.3.7 AR-HUD will be Integrated with Multiple Vehicle Systems
2.3.8 Large size HUD Integration will Replace Dashboard
2.3.9 AR-HUD and Autonomous Driving Sensor Fusion
2.3.10 HUD Combined with Eye Tracking Technology
2.3.11 HUD Combined with Infotainment
2.3.12 AR Engine is Becoming "Soft" Power of HUD Landing
2.3.13 AR HUD Price Trend

3. OEM HUD Installations
3.1 OEM's  AR HUD Mass Production Plan
3.2 Benz AR-HUD
3.3 Audi AR-HUD
3.4 VW AR-HUD
3.5 Hyundai AR-HUD
3.6 Cadillac AR-HUD
3.7 Geely AR-HUD
3.8 Great Wall Mocha AR-HUD
3.9 Hongqi AR-HUD
3.10 GAC AR-HUD
3.11 Chang'an AR-HUD
3.12 BAIC AR-HUD
3.13 Neta AR-HUD
3.14 SAIC AR-HUD
3.15 WayRay Concept Car

4 Global HUD Vendors
4.1 Global HUD Vendors Overview
4.1 Global HUD Vendors Overview
4.2 Nippon Seiki
4.2.1  Profile
4.2.2 HUD Production Bases
4.2.3 HUD Technologies
4.2.4 HUD Iteration
4.2.5 AR HUD
4.2.6 Next-generation HUD
4.2.7 Models Supported
4.2.8 Integrated Cockpit Developed with Alps Alpine
4.3 Continental
4.3.1 Profile
4.3.2 Revenue and Breakdown
4.3.3 HUD R&D and Production Base
4.3.4 HUD Iteration
4.3.5 C-HUD
4.3.6 W-HUD
4.3.7 AR-HUD
4.3.8 AR-HUD Feature
4.3.9 AR-HUD Parameters
4.3.10 Holographic Waveguide HUD
4.3.11 HUD Mass-production Status and Major Customers
4.4 Denso
4.4.1 Profile
4.4.2 Revenue and Breakdown
4.4.3 W-HUD
4.4.4 AR-HUD
4.4.5 Contactless HUD
4.4.6 Denso and Qualcomm Develop Next-generation Integrated Cockpit Systems
4.5 Pioneer
4.5.1 Profile
4.5.2 Laser-scanning HUD
4.5.3 AR-HUD
4.6 Visteon
4.6.1 Profile
4.6.2 Revenue
4.6.3 HUD Development Course
4.6.4 HUD Technology Feature
4.6.5 C-HUD & W-HUD
4.6.6 AR-HUD
4.6.7 Major Customers
4.7 Panasonic
4.7.1 Profile
4.7.2 HUD Products
4.7.3 AR-HUD:  DLP Technology
4.7.4 AR-HUD:  TFT Technology
4.7.5 AR-HUD 1.0
4.7.6 AR-HUD 2.0
4.7.7 Large-screen WS-HUD Products and Application Cases
4.8 WayRay
4.8.1 Profile
4.8.2 C-HUD Product Introduction
4.8.3 Holographic AR-HUD Technical Features
4.8.4 Holographic AR-HUD Technology Advantages
4.8.5 Holographic AR-HUD Function Introduction
4.8.6 Holographic AR-HUD Application Case
4.8.7 Partners
4.9 Envisics
4.9.1 Profile
4.9.2 Features of AR-HUD Technology
4.9.3 AR-HUD Technology Advantages
4.9.4 HUD Product Iteration
4.9.5 The Second Generation HUD Product
4.9.6 Cooperation
4.10 LG
4.10.1 Profile
4.10.2 AR HUD Technologies
4.10.3 AR-HUD
4.10.4 Cooperation
4.11 Bosch
4.11.1 Profile
4.11.2 HUD Technologies
4.11.3 C-HUD
4.11.4 HUD Micro Device
4.12 Harman
4.12.1 Profile
4.12.2 HUD Technologies
4.12.3 AR Technology
4.12.4 AR HUD Features
4.12.5 HUD Layout Dynamics
4.13 Hyundai Mobis
4.13.1 Profile
4.13.2 HUD Products
4.13.3 Clusterless HUD
4.14 Maxell
4.14.1 Profile
4.14.2 HUD Products
4.14.3 Miniaturized AR-HUD
4.15 Others
4.15.1 HUD Introduction of Valeo
4.15.2 HUD Introduction of YAZAKI
4.15.3 HUD Introduction of Apple
4.15.4 HUD Introduction of Microsoft

5. Chinese HUD Vendors
5.1 Foryou Multimedia Electronics
5.1.1 Profile
5.1.2  HUD Development Course
5.1.3  HUD Products
5.1.4 Product Case: CHUD
5.1.4 Product Case: WHUD
5.1.4 Product Case: ARHUD
5.1.5 HUD Technologies
5.1.6 HUD Products and Technology Route
5.1.7 WHUD Products and Technology Route
5.1.8 ARHUD Products and Technology Route
5.1.9 Product Patents
5.1.10 HUD Clients
5.2 New Vision Electronics
5.2.1 Profile
5.2.2 Development Course
5.2.3 W HUD
5.2.4 AR HUD
5.2.5 AR Cyber Software System
5.2.6 Partners
5.3 E-LEAD Electronic
5.3.1 Profile
5.3.2 One-piece projection windshield type HUD
5.3.3 One-piece Combiner Type HUD
5.3.4 Mobile Phone Mirroring HUD
5.3.5 Drive Recorder HUD
5.3.6 Car Life HUD
5.3.7  Smart HUD/HUD 2
5.3.8 3D AR-HUD
5.3.9 AR-HUD Application Case
5.4 Futurus Technology Co., Ltd.
5.4.1 Profile
5.4.2 HUD Product Roadmap
5.4.3 W-HUD Products
5.4.4 AR-HUD Layout
5.4.5  MR-HUD Layout
5.4.6  Light-field AR-HUD
5.4.7 C-HUD (Aftermarket) Specifications
5.4.7 C-HUD (Aftermarket) Functions
5.4.8 Cooperation Dynamics
5.4.9 HUD Application Case
5.5 Zhejiang Crystal-optech
5.5.1 Profile
5.5.2 HUD Development Course
5.5.3 HUD Products
5.5.4 W-HUD Products
5.5.5  AR-HUD Products
5.5.6  AR-HUD Application
5.6 Beijing ASU Tech
5.6.1 Profile
5.6.2  AR-HUD
5.6.3 AR-HUD Technology
5.6.3 AR-HUD Technology
5.7 Raythink
5.7.1 Profile
5.7.2 AR-HUD Products
5.7.3 AR-HUD Products Advantage
5.7.4 AR-HUD PRO Products
5.7.5 W-HUD
5.7.6  AR HUD Technology
5.7.6  AR HUD Technology: OpticalCore
5.7.7 AR-HUD Cooperation
5.8 Huawei
5.8.1 HUD Layout
5.8.2 AR-HUD
5.8.3  Application
5.9 Jiangcheng
5.9.1 Profile
5.9.2 Major Products
5.9.4 AR-HUD Product and Technology
5.10 Neusoft Group
5.10.1 Profile
5.10.2  AR Navigation
5.10.3  AR Navigation Supported Functions
5.10.4  AR-HUD Development Course
5.10.5  AR-HUD Products
5.11 Shenzhen 3-dragons Technology
5.11.1 Profile
5.11.2 HUD Products
5.11.3 HUD Technology
5.11.4  C-HUD Products
5.11.5 AR-HUD Products
5.12 Baidu
5.12.1 AR-HUD Layout
5.12.2 AR-HUD Competitive Edge
5.12.3 AR-HUD Product Planning
5.12.4 AR-HUD Technology Planning
5.13  HardStone
5.13.1 Profile
5.13.2 HUD Competitive Advantage
5.13.3 AR HUD2.0
5.14 Carrobot
5.14.1 Profile
5.14.2 Development History
5.14.3 C-HUD Product Portfolio
5.14.3 C-HUD Product: Intelligent HUD Smart Version Pro
5.14.4 W-HUD Solution
5.14.5 Water Droplet AR-HUD（Rear-mounted）
5.14.6 Front-mounted AR-HUD solution
5.15 Dianshi Innovation
5.15.1 Profile
5.15.2 HUD Products
5.15.3 HUD Technology
5.16 Yesar Technology
5.16.1 Profile
5.16.2 AR-HUD
5.16.3 Product Planning
5.17 CHIEF Tech
5.17.1 Profile
5.17.2  HUD Products
5.17.3  HUD Technologies
5.17.4  HUD Application Cases
5.17.5 Partners
5.17.5 Partners
5.18 Carpro
5.18.1 Profile
5.18.2 R&D and Manufacturing Centers
5.18.3  HUD Development Roadmap
5.18.4 AR-HUD
5.18.4 AR-HUD: Software & Algorithm
5.18.4 AR-HUD: Software & Algorithm
5.18.4 AR-HUD: Design Concept
5.18.5 Front-mounted W-HUD
5.18.6  Quasi OEM W-HUD
5.18.7 C-HUD
5.19 HASCO Vision Technology
5.19.1 Profile
5.19.2 AR HUD

6. HUD Core Parts Providers
6.1 Overview
6.2 TI
6.2.1 Automotive Electronics Business
6.2.2 DLP Development Course
6.2.3 DLP Technology Advantage
6.2.4 Application and Business Model of DLP  in Automotive
6.2.5 1st Gen HUD Chip: DLP3030-Q1
6.2.6 2nd Gen HUD Chip: TI DLP5530-Q1
6.2.6 2nd Gen HUD Chip: TI DLP5530-Q1
6.2.7 In-plane Holographic HUD Solution: IP HOE
6.3 Shanghai Huixinchen Industry
6.3.1 Profile
6.3.2 Product Array and Application
6.3.3  Core Technologies and R&D Production Layout
6.3.4 LCOS Chip
6.4 Himax Technologies
6.4.1 Profile
6.4.2 LCoS
6.5 Nanjing Smartvision Electronics
6.6 Microvision
6.6.1 Profile
6.6.2 Development Course
6.6.3 HUD Technology Principle
6.6.4 PicoP Laser Beam Scan Engine
6.6.5 MicroPicoP is Typical Laser Scanning Product
6.6.6 The Laser Scanning HUDs of Mitsubishi and Pioneer Uses MicroVision's Patent
6.7 Infineon AR HUD-used MEMS Scanning Solution
6.8 BOE
6.8.1 Profile
6.8.2 HUD Product Roadmap
6.8.3 HUD Products
6.8.4 HUD Screen Products
6.8.5 HUD Cooperation Projects
6.9 Kyocera
6.9.1 Profile
6.9.2 HUD Development Roadmap
6.9.3 HUD-used TFT-LCD
6.9.4 3D AR-HUD
6.10 Tianma Microelectronics
6.10.1 Profile
6.10.2 Technology Layout
6.10.3 Micro-LED Product Iteration
6.10.4 HUD Products
6.11 iView Displays
6.11.1 Profile
6.11.2 HUD Solutions
6.11.3 Automotive Products Planning
6.12 Shenzhen Jufei Optoelectronics
6.13 Sunny Optical Technology
6.13.1 Profile
6.13.2 In-vehicle Product Portfolio and Revenue
6.13.3 HUD Related Products
6.13.4 HUD Optical Solutions
6.13.5 HUD Application
6.14 DigiLens
6.14.1 Profile
6.14.2 Development Course
6.14.3 Adopt FBG Array Structure
6.14.4 Integrated Dual Axis (IDA)
6.14.5 MotoHUD
6.14.6 AutoHUD2020 Jointly Developed with Continental
6.14.7 Laser Backlight LCOS Optical Machine
6.14.8 DigiLens AR HUD—CrystalClear
6.15 Sanji Optoelectronics
6.15.1 Profile
6.15.2 Major Products
6.15.3 Core Technologies
6.15.3 Core Technologies
6.15.3 Core Technologies
6.15.3 Core Technologies
6.15.4 Layout Course of Volumetric Holographic Waveguide
6.15.5 Cooperation Dynamics
6.16 Shenzhen Lochn Optics
6.16.1 Profile
6.16.2 Major Products
6.16.3 Holographic AR-3D HUD Optical Display System
6.17 Fuyao Glass Industry Group
6.17.1 Profile
6.17.2  R&D Layout of Automotive Glass
6.17.3  HUD Windshield Glass Technology Principle
6.17.4 HUD Front Windshield
6.17.5 Development Dynamics
6.18 AGC
6.18.1 Profile
6.18.2 Development of AR HUD with EyeLights
6.19 Saint-Gobain
6.19.1 Profile
6.19.2 HUD Front Windshield Products
6.20 Sekisui Chemical
6.20.1 Profile
6.20.2 HUD Wedge Film
6.20.3 HUD Wedge Film Product Planning

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