HOME Research Insight New Product Launch is the Key Strategy Adopted by Major Players to Gain Traction in the Automotive HUD Market



New Product Launch is the Key Strategy Adopted by Major Players to Gain Traction in the Automotive HUD Market


The automotive head-up display (HUD) market is projected to grow at a CAGR of 28.54% during the forecast period to reach USD 13,022.0 Million by 2025. The key drivers for the market are the increasing adoption rate of advanced technologies by OEMs, faster generation of real-time and reliable data from advanced driver assistance systems, and the growth of connected vehicles.

New product launch is the key strategy adopted by major players to gain traction in the automotive HUD market. In 2016, Continental (Germany) developed a head-up display for commercial vehicles. The head-up display supplements the conventional instrument cluster and provides the information on the windshield or a dashboard combiner, directly in the driver’s field of vision. The company clocked in over 27,000 test kilometers on its Continental Innovation Truck equipped with the head-up display. In 2016, Nippon-Seiki (Japan) developed an augmented reality head-up display. The company aims to elevate the product for connected cars, wherein a head-up display could calculate vehicle emissions and warn drivers of potential accidents.

The second most widely followed strategy by market players is partnerships. In 2017, Harman (US) partnered with WayRay (Switzerland), who is key player in advanced driver assistance system (ADAS) applications such as augmented navigation, to develop a wide view angle full windshield head-up display concept for the automotive market. WayRay’s new projection system occupies lesser space in the automotive cockpit and provides for high-resolution projection, in the line of sight of the driver. Other companies that adopted this strategy include Continental (Germany) and DigiLens (US).

The automotive HUD market is dominated by a few global players and comprises several regional players. The key market players are Nippon-Seiki (Japan), Continental (Germany), Denso (Japan), Panasonic (Japan), and Visteon (US).

Nippon-Seiki (Japan) specializes in manufacturing various automotive instrument cluster systems, head-up display systems, and display products such as passive LCD and passive OLED displays. The company manufactures windshield head-up displays and is a leading player in the automotive HUD market. The company has adopted the strategy of new product development and expansion to gain advantage in the automotive HUD market.

Continental (Germany) is a leading player in the automotive HUD market. The company manufactures and distributes head-up display windshield and combiner solutions. The company developed an AR HUD for passenger cars in 2014. The key strategy followed by the company is new product development and partnerships. In 2016, the company entered a partnership with DigiLens (US) to develop an ultra-thin AR HUD that will allow for a wider penetration of the technology across different segments of the passenger car market.

Related Reports:

Automotive HUD Market by Technology (Augmented Reality and Conventional), Type (Combiner and Windshield), End-User (Economic, Luxury, and Mid-Segment), Fuel Type (ICE, BEV, and Hybrid), Vehicle Type (Passenger and Commercial), and Region - Global Forecast to 2025

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