Automotive HUD Market

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

The automotive Head-Up Display (HUD) market is estimated to be 1.1 billion in 2019 and is projected to reach USD 4.3 billion by 2025, at a CAGR of 25.28% during the forecast period. The key drivers of the market are increased adoption rate of advanced technologies by OEMs, fast generation of real-time and reliable data from advanced driver assistance systems, and growing connected vehicles.

New product launches is the key strategy adopted by major players to gain traction in the automotive HUD market. In October 2018, Continental revealed an industry-first full-color demonstrator of an automotive-specific HUD based on waveguide technology. This demonstrator is the result of a joint development with DigiLens. The Continental AR-HUD with waveguide technology significantly reduces the packaging size. With this new, innovative technology, Continental achieves an augmentation area of 15° x 5° (= 2.60 x 0.87 m at a projection distance of 10 m) while bringing down the device size to a mere 10 l magnitude. Continental’s demonstrator enables augmentations within a field of 2.60 x 0.87 m at a projection distance of 10 m and solves the previous size issue of the AR-HUD. In November 2017, Denso developed a new HUD with a nearly 24-inch projection. This new HUD offers a substantially expanded projection size compared to a 10-inch projection of Denso’s conventional HUDs. It supports a new display function to display pedestrians ahead through external sensors on the vehicle. The developed HUD has been adopted for Toyota Motor Corporation’s all-new Lexus LS.

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The second most widely followed strategy by the market players is mergers & acquisitions. In May 2018, Continental increased its investment in DigiLens, the Silicon Valley-based leader in holographic waveguide projection technology. With this additional investment, Continental will hold approximately 18% share of DigiLens after Series C financing round. DigiLens’ AutoHUD waveguide product transforms the HUD performance by doubling the field of view making a much larger display required for augmented reality applications while reducing the component volume to one-sixth of the traditional size. Continental first invested in DigiLens in 2016 through a strategic partnership to jointly develop a waveguide HUD that fulfills automotive requirements. The waveguided HUD technology is now ready for industrialization.

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, HUD systems, and display products such as passive LCD and passive OLED displays. The company manufactures windshield HUDs and is a leading player in the automotive HUD market. It has adopted the strategy of new product developments and expansions to gain advantage in the automotive HUD market. In September 2018, Nippon announced starting a full-scale development of compact HUDs for low-end vehicles including vehicles with engine displacements below 660 cc. It is hastening the commercialization of compact HUDs to start mass production by around 2021 or 2022.

Continental (Germany) is a leading player in the automotive HUD market. The company manufactures and distributes HUD windshield and combiner solutions. The key strategy followed by the company is new product developments and partnerships. In 2016, it entered a partnership with DigiLens (US) to develop an ultra-thin AR-HUD that would allow for a wider penetration of the technology across different segments of the passenger car market. Along with HUDs for passenger cars, the company also offers HUDs for the commercial vehicle segment.

Related Reports:

Automotive HUD Market by Technology (AR-HUD, Conventional HUD), HUD Type (Combiner, Windshield), Vehicle Class (Economy, Mid-Segment, Luxury Car), Dimension (2D and 3D), Vehicle Type, and Region: Global Forecast to 2025

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