Augmented Reality in Auto: The State of Innovation in 2018

March 22, 2018 | State of the Market Report

Head-up display (HUD) technology has existed since the 1930s when it was first installed in World War II fighter planes. Since then, the technology has evolved in capabilities and form factor to find a role in the vehicle. In the past few years, we’ve seen the spread of HUDs to become a standard feature for many manufacturers. In recent years, we’ve seen HUD technology deepen its capabilities where augmented reality (AR) is a concept being explored across the automotive industry. In this report, we explore the drivers behind AR’s potential in the automotive space even as it has seen limited traction with the consumer. More specifically, we discuss how AR HUD and HUDs are use for these four functions: information display, navigation, safety, and entertainment. We discuss the pain points HUDs address and provide examples of where AR HUD and HUD benefit the consumer.

Coverage Areas

  • Accelerating Materials Innovation
  • Autonomous Systems 2.0
  • Consumer Choices in Food, Health, and Wellness
  • Digital Transformation
  • Electronic User Interfaces
  • Sensors

Table of Contents

  • Title page
  • Executive summary
  • Automotive is a growing application in AR though its reach is in many different use cases
  • Although AR in auto is in early stages, auto makers are already making big bets in AR
  • Traditional HUD and AR HUD capabilities support four features in the vehicle
  • What is the barrier to entry for AR in auto?
  • Conclusions and Outlook

Lead Analyst

Tracy Woo


Noa Ghersin
Katrina Westerhof
Kyle Landry

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