Head Up Display Market Size, Share & Analysis

Updated on : Sep 12, 2024

Head-up display Market Size

[200 Pages Report] The head-up display market is expected to reach USD 3.3 billion by 2028 from 1.5 billion in 2023, at a CAGR of 16.7% during the 2023- 2028 period. Head-Up Display is a technology that projects information, data, or graphics onto a transparent surface, typically a vehicle's windshield, allowing users to access important information without looking away from their primary line of sight. Head-up display is commonly used in the automotive and aviation industries to provide drivers and pilots with real-time data such as speed, navigation directions, and other relevant information.

Head-up display Market Growth

Head-Up Display Market Forecast to 2028

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Head-up display Market Trends & Dynamics

Driver: Enhanced Convenience and Comfort through the Integration of Satellite Navigation Technology with Head-Up Displays

The integration of satellite navigation technology with head-up displays is propelling the expansion of the automotive head-up display market. This integration enables the projection of navigation information directly onto vehicle windshields, allowing drivers to stay focused on the road while easily following navigation instructions displayed in their line of sight. Furthermore, this combination incorporates gesture control and voice recognition systems, enabling drivers to access functions like Google Maps, receive calls, and perform various tasks. Drivers can also monitor their vehicle's speed, tire pressure, and fuel level through these displays. These head-up displays equipped with satellite navigation technology offer adjustable brightness levels for both daytime and nighttime driving, as well as the ability to display images in multiple colors.

The convergence of satellite navigation technology and head-up displays has led to the development of wireless remote-control systems integrated into vehicle steering wheels. This innovation enables drivers to make adjustments to display brightness, infotainment system volume, configure navigation settings, and answer phone calls while keeping their focus on the road. Consequently, these automotive head-up displays are meticulously designed to cater to driver requirements by offering virtual image distances, minimizing visual clutter and distraction, and ensuring the necessary luminance contrast and ease of use for safe driving.

To deliver high-contrast projected images on transparent display panels, ultra-high-brightness light-emitting diodes are employed in this setup. The combination of satellite navigation technology and head-up displays incorporates an intelligent optical sensor mechanism that automatically adjusts the brightness of the displayed images. This mechanism enhances driver comfort during both daytime and nighttime driving. Previously, head-up displays struggled to meet maximum luminance contrast requirements for clear image viewing under bright daylight conditions. However, the inclusion of an intelligent optical sensor mechanism successfully addresses this challenge, ensuring optimal visibility regardless of external lighting conditions.

Restraint:The demanding need for high luminance, power, and brightness in head-up displays

The existing head-up displays available in the market face significant limitations, primarily related to their insufficient brightness, resolution, luminance, and power efficiency. Advanced head-up displays demand a high level of brightness to effectively project high-resolution, colored images. They also require a wide field of view and elevated luminance levels to ensure clear visibility of the images projected onto windshields. A major drawback of these displays is their high-power consumption, particularly because they project images over large windshield areas.

The brightness levels required for head-up displays surpass those needed for indoor displays, as head-up displays must contend with potentially bright outdoor conditions, especially when exposed to sunlight. During daytime operation, head-up displays may require luminance levels ranging from 15,000 to 30,000 units, contributing to their elevated power consumption.

While the energy received during daytime operation enables drivers to view images with appropriate brightness, the internal imagers within these displays can be susceptible to damage when exposed to direct sunlight. This susceptibility to heat-related damage results in increased operational and maintenance costs for head-up displays.

Opportunity:Utilizing head-up displays (HUDs) in sports for enhanced performance

The integration of head-up displays (HUDs) in sports has emerged as a promising opportunity to enhance athlete performance and training. Originally designed for aviation and automotive applications, these displays now offer athletes real-time data and information without distracting them from their sport. HUDs can provide critical performance metrics, such as speed, heart rate, and power output, allowing athletes to monitor and optimize their performance during training or competition. In sports involving navigation, like hiking or orienteering, HUDs can display maps and route directions, aiding athletes in staying on course. Additionally, biometric data, including heart rate and oxygen saturation, can be seamlessly integrated into HUDs, enabling athletes to monitor their physiological condition. For instance, in February 2022, ActiveLook, the smart glass-integrated head-up display technology, and Suunto, the Finnish sports watch manufacturer, announced their exclusive partnership which enabled the display of sports data collected by Suunto devices on the superlight ActiveLook AR eyewear, enhancing the performance capabilities of athletes and outdoor adventurers alike.

Furthermore, HUDs can offer video feedback, allowing athletes to see their form and technique in real time, making it a valuable tool for skill refinement in sports like golf or archery. Communication between coaches and athletes can also be facilitated through HUDs, enabling coaches to provide instructions and tactics directly to the athlete's display. For outdoor sports, environmental data like weather conditions and wind speed can be displayed, aiding athletes in making informed decisions.

Challenge: Challenge:Regulatory challenges

Head-up displays are subject to various regulations and standards, which can pose challenges for manufacturers looking to introduce innovative features and technologies. Ensuring compliance with safety standards and regulations across different regions and markets can be a complex process, requiring thorough testing and validation.

Regulations related to HUD brightness, distraction levels, and content presentation can vary, making it challenging for manufacturers to develop HUD systems that meet all requirements. Navigating these regulatory challenges while offering innovative features and maintaining a consistent user experience is a significant restraint in the head-up display market. Manufacturers must strike a balance between pushing technological boundaries and adhering to established safety standards.

Head-Up Display Market Ecosystem

The prominent players in the head-up display companis are Continental AG (Germany), DENSO CORPORATION (Japan), Robert Bosch GmbH (Germany), Visteon Corporation (US), and BAE Systems (UK). These companies not only boast a comprehensive product portfolio of head-up display but also have a strong geographic footprint.

Head-Up Display Market Segmentation

AR- based head-up display is expected to grow at the highest CAGR during the forecast period.

Luxury and premium range cars are anticipated to come equipped with augmented reality-based head-up displays. The demand from consumers for increased safety features along with ongoing technical improvements is anticipated to fuel the expansion of the AR-based head-up display market. Driving while watching various in-car displays might lead to accidents. By minimizing distractions and improving driving safety, augmented reality-based head-up displays let drivers drive with less cognitive strain. On windshields in the line of sight of drivers, necessary information and assistance can be seen, together with real-time traffic conditions. In order to improve the driving experience, AR-based head-up displays point out adjacent streets and indicate obstacles on projected images.

Due to the increasing pace of adoption of modern in-vehicle safety technology in developed and emerging nations alike—including the US, Germany, the UK, China, and Japan—demand for these cutting-edge technologies is predicted to rise over the projected duration.

AR-based head-up displays are now in the early stages of development and have the potential to completely transform the global automotive industry. Nippon Seiki introduced its AR-HUD in February 2021, utilizing the Digital Micro Mirror Device (DMD) technology to provide very accurate and precise real-time data. With their aspirations to build AR-based head-up displays, companies including Continental (Germany), WayRay (Switzerland), and Visteon (US) have already entered the market. Rumor has it that BMW plans to include augmented reality-based head-up displays in its next generation of luxury vehicles. There are still certain BMW 7 series models with conventional head-up displays. BMW has released an augmented reality app that gives users a visual tour of its vehicles.

Audi has also hinted that its high-end car models will come equipped with augmented reality head-up displays. Volkswagen has announced that its soon-to-be-released electric car models will feature augmented reality (AR) head-up displays. Panasonic launched AR-HUD in January 2021 and combined it with Al technology from SPYDR cockpit domain controller to render near-field and far-field content for vehicle information and object & pedestrian detection. Panasonic did this by utilizing the most recent advancements in optics, image technology, and volume optimization. The first augmented reality device to incorporate a newly patented eye-tracking system, called ETS, to improve the AR experience was Panasonic's AR-HUD 2.0, which was released in January 2022. Al-powered navigation software with 3D AR overlays, icons, and mappings is also included in this HUD.

Commercial Vehicle in the head-up display market are expected to grow at the highest CAGR during the forecast period.

The uptake of advanced technologies in commercial vehicles has been relatively slow, primarily due to concerns about the overall cost of these vehicles. However, there is a noticeable shift driven by evolving regulations and mandates related to vehicle safety, compelling the adoption of advanced safety features in commercial vehicles. One of the significant challenges in developing head-up displays for commercial vehicles lies in meeting distinct resistance and durability requirements. Unlike passenger cars, commercial vehicles typically have flat windshields that lack the necessary curvature for optimal head-up display performance. Additionally, these vehicles are subjected to higher levels of vibration and temperature variations. Continental, a German company, has emerged as a pioneer in developing head-up displays for commercial vehicles and has already implemented these displays in its Innovation Truck.

Projectors/projection units is expected to have the highest market share of head-up display market in the forecast period from 2023-2028.

In early head-up displays, refraction was used for projecting images on projectors, while in modern head-up displays, the principle of reflection is used to project images. Projectors/projection units use cathode-ray tubes, light-emitting diodes, or liquid crystal displays to project images. They can be adjusted either below or above combiners. Projectors/projection units create images through laser beams. Convex lenses or concave mirrors are set up with cathode-ray tubes, light-emitting diodes, or liquid crystal displays at the focus of projectors/projection units in typical head-up displays. This setup produces images on surfaces through parallel light, with observers perceived to be at infinity.

LCD-based HUDs exhibit limitations concerning their field of view and resolution. Expanding the field of view necessitates larger LCD panels with higher resolutions to achieve satisfactory augmented reality visuals, leading to increased electrical power consumption for illuminating the enlarged screen.

In contrast, DLP-based HUDs offer superior resolution due to their incorporation of thousands of movable micro mirrors for each pixel. These micro mirrors modulate the light source, ensuring precise reflection onto the screen with the appropriate intensity. Notably, dark pixels refrain from reflecting light, effectively mitigating the postcard effect often associated with LCD HUDs.

In laser-scanned projectors, every pixel undergoes rapid pulsing to achieve full HD resolution. A MEMS scanning mirror accurately positions the light on the screen, and as the laser beam maintains constant focus, the image can be projected onto the windshield without the need for additional refocusing optics. This substantially simplifies the optical system, reduces overall complexity and size, and eliminates the requirement for costly components and assembly. Laser projection also offers significant electrical efficiency benefits by exclusively illuminating the content that requires projection on the screen. In contrast, LCD or DLP-based systems initially illuminate the entire projection area, even for dark or inactive pixels, resulting in less power consumption efficiency.

In cars, multicolor head-up displays are available that can display images with up to four colors. They display information within a 20-degree field of view, thereby minimizing distraction caused to drivers and ensuring safety. Mostly high version Pico projectors are used in head-up displays. There are various types of projector technologies available in the market. 3M (US), Optoma (US), Coretronic (Taiwan), Syndiant (US), and MicroVision (US) are among the leading players operating in the head-up display market that offer different projectors. Pico projectors are compact with a thickness of less than 10 mm. They are equipped with both digital and analog interfaces. Pico projectors offer a broad color gamut, infinite focus, and wide projection angles. The images projected by Pico projectors are brighter than traditional head-up displays with significant contrast.

Germany is expected to have the highest market share in Europe of head-up display market in the forecast period from 2023-2028

Germany stands at the forefront of global technological innovation, boasting a robust automotive industry present in Europe. This industry is anticipated to sustain steady growth due to ongoing technological advancements. Key German automobile manufacturers, including Volkswagen, BMW, Audi, and Daimler, are contributing to an increased demand for head-up displays. As a result, Germany is poised to dominate the European head-up display market throughout the forecast period.

This market's expansion is primarily driven by the surging demand for advanced in-vehicle electronics within the automotive sector. The presence of influential automotive firms like Continental AG in Germany further bolsters the nation's first-mover advantage in advanced automotive technologies and systems. Moreover, the adoption of augmented reality- based head-up displays in commercial vehicles is expected to outpace other developed countries, while German companies employ strategic initiatives such as contracts, partnerships, and expansions to fortify their positions in the head-up display market.

Germany's thriving economic growth has resulted in an upswing in the production and sales of luxury vehicles, significantly contributing to the country's head-up display market growth. Leading German-based original equipment manufacturers (OEMs) such as Volkswagen and Daimler AG have integrated advanced features into their vehicles to enhance the overall driving experience.

In May 2020, Pioneer Corporation and Continental AG (Germany) agreed upon a strategic partnership to develop innovative cockpit solutions for the Asian market. Continental AG would integrate Pioneer’s entire infotainment subdomain into its high-performance computer for vehicle cockpits as part of the agreement. Continental has great expertise for instrument clusters and vehicle safety systems, which complements Pioneer’s car entertainment expertise of more than 40 years (in both OEM and aftermarket).

Canada is expected to be the fastest-growing market in the North America region for the head-up display market.

Key drivers of the North American head-up display market include the United States, Canada, and Mexico. In recent years, significant technological advancements have characterized the regional market, particularly in the automotive sector, focusing on vehicle technologies. The growth of head-up displays in North America is propelled by factors such as increased awareness of active safety systems integrated into automobile and aircraft manufacturing, as well as a rising demand for premium and luxury cars equipped with head-up displays.

Leading players in the North American head-up display market, including Visteon Corporation and MicroVision, are based in the US. Pioneer Corporation, a major electronic product manufacturer for automobiles, including head-up displays, operates within the US. The US market, known for high-end vehicle consumption across luxury, sports, and mid-segment cars, is expected to witness the introduction of technologically advanced head-up displays by prominent automotive companies like General Motors, Chevrolet, and Ford Motor Company, all headquartered in the US.

Furthermore, the integration of augmented reality technology into head-up displays is set to gain traction, further driving demand for these systems in North America in the foreseeable future.

Head-Up Display Market by Region

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Top Companies Head-up display - Key Market Players

The major players in the head-up display market with a significant global presence include

• Nippon Seiki Co., Ltd. (Japan),
• Continental AG (Germany),
• DENSO CORPORATION (Japan),
• Robert Bosch GmbH (Germany),
• Visteon Corporation (US),
• BAE Systems (UK),
• YAZAKI Corporation (Japan),
• Pioneer Corporation (Japan),
• Panasonic Holdings Corporation (Japan),
• Garmin Ltd. (US),
• Thales (France),
• E-LEAD ELECTRONIC CO. LTD (Taiwan),
• Honeywell International Inc. (US),
• MicroVision (US),
• Collins Aerospace (US),
• Renesas Electronics Corporation (Japan),
• STMicroelectronics (Switzerland),
• ALPS ALPINE CO., LTD. (Japan),
• Elbit Systems Ltd. (Israel),
• Saab AB (Sweden),
• Vuzix (US),
• Foryou Corporation (US),
• HARMAN International (US),
• HUDWAY, LLC (US),
• WayRay AG (Switzerland),
• Envisics (UK),
• Texas Instruments Incorporated (US).

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Scope of the Report

Head-Up Display Market Highlights

The study segments the head- up display market based on by type, component, technology, application, and region

Recent Developments

• In December 2022, Continental AG has introduced HUD Cockpit the inaugural Scenic View Head-up Display (HUD), which presents vehicle and route information in the driver's line of sight on screens, ensuring clear visibility.
• In May 2022, BAE Systems have launched LiteWave is a laptop sized head-up display, mounted above the pilot’s head which presents critical information, such as direction, altitude, and speed, directly in their line of sight. LiteWave can be easily adjusted to suit any individual flying position and allows the pilot to maintain excellent situational awareness, even during poor weather or at night.
• In May 2022, Nippon Seiki Co., Ltd has launched mass production on 15th April 2022 at the new company / new factory “NIPPON SEIKI POLAND Sp. Z o.o. (hereinafter NSPL), which was established and constructed in Lodz, the Republic of Poland. The first product is head-up displays for BMW Group.
• In January 2022, Visteon Corporation delivers a high-quality intelligent cockpit experience for conventional and electric vehicles. This includes artificial intelligence-based speech recognition and camera domain integration. The SmartCore offers the instrument cluster, a head-up display (HUD), and Visteon's infotainment platform into a single domain controller.
• In January 2022, Visteon Corporation develops a smart and connected cockpit, this app store is designed with features like mobility, parking, navigation, and infotainment apps that can be used around the world.
• In January 2022, Visteon Corporation and Steradian Semiconductors signed a joint development agreement to enhance ADAS (advanced driver-assistance systems) for the global automotive market. As a part of the agreement, Visteon will provide advanced 4D image sensor hardware and perception software technology.
• In January 2022, Panasonic Holdings Corporation unveiled the AR-HUD 2.0, the first product to include a new patented eye-tracking system ETS, enhancing the AR experience. This HUD also includes AI-powered navigation software with 3D AR overlays, icons, and mappings.
• In January 2022, Panasonic Holdings Corporation and Nissan Motor Corporation have collaborated for the installation of WS HUD in Ariya from Nissan. The large-screen WS HUD (Wind Shield Head-Up Display) developed by Panasonic Holdings Corporation is installed in the new model crossover EV, the Ariya form Nissan Motors Corporation. This is the 6th car model from Nissan to use the WS HUD of Panasonic, following the Skyline, Rogue, Qashqai, Pathfinder, and QX60.

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