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 HUDs and traditional HUDs are used 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 traditional HUD benefit the consumer.
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