Automotive Head-up Display (HUD) Market Assessment, By Technology [AR-based HUD, Conventional], HUD Type [Combiner, Windshield], Vehicle Type [Passenger Vehicle, Commercial Vehicle], By Propulsion [ICE, BEV, PHEV, Others], By Sales Channel [OEM, Aftermark

Automotive Head-up Display (HUD) Market Assessment, By Technology [AR-based HUD, Conventional], HUD Type [Combiner, Windshield], Vehicle Type [Passenger Vehicle, Commercial Vehicle], By Propulsion [ICE, BEV, PHEV, Others], By Sales Channel [OEM, Aftermarket], By Region, Opportunities and Forecast, 2017-2031F

Global automotive head-up display (HUD) market is projected to witness a CAGR of 17.17% during the forecast period 2024-2031, growing from USD 3.51 billion in 2023 to USD 12.47 billion in 2031. HUDs with reflector sight technology are majorly used for military fighter aircraft and high-end automobiles. Furthermore, they are also used for advanced infotainment systems and security features, head-up displays usually come with high-end or premium vehicles. The HUD systems help drivers focus more on the road and not the speedometer and other infotainment systems as they reflect information on the windshield. This way, drivers cannot move their eyes off the road. The rapid electrification of vehicles and the integration of advanced technologies such as artificial integration and augmented reality are anticipated to transform the market during the forecast period.

Furthermore, government safety restrictions and the rising demand for luxury automobiles have resulted in greater use of HUDs in these vehicles as components of driver and passenger safety systems. New projection technologies like electromechanical systems-based micro mirror-based devices are making their way onto the market. Wide color range and brightness are likely to be possible in these technologies. Major automakers are launching their mid-segment vehicles, including SUVs and Sedans, with HUDs. This is likely to increase competition and might help introduce HUD systems in lower-price vehicle segments as well.

For instance, in February 2024, Skoda introduced the Kushaq Explorer based on the Kushaq Style. It has several new exterior upgrades to give it a more ""off-road ready"" appearance. Matte paint is an optional addition. The vehicle's standout features were the head-up display, 360-degree cameras, and enhanced reverse camera with guiding lines.

Higher Sales of High-End Cars and Technological Advancements to Fuel Market Expansion

As the global automotive markets are expanding and advancing with the latest technology, the addition of head-up displays to premium and high-end vehicles has been witnessed. The increased economic activities in countries such as China and India that hold a huge share of the luxury vehicles market are anticipated to drive the market growth. The rising awareness around vehicle features is also encouraging end-users to look for advanced features such as HUD while purchasing any new vehicle.

Due to technological advancements, manufacturers now produce HUDs at a lower cost without sacrificing display quality. An ultra-thin augmented reality head-up display (HUD) system that projects vibrant, colorful graphics onto the windshield was created by fusing automation and augmented reality techniques with tiny mirror-based devices based on electromechanical systems. The technological advancements include the addition of augmented reality, machine learning, and cutting-edge sensory technology.

For instance, Audi unveiled the interior of the Q6 e-tron electric SUV. The package includes a front passenger display, premium platform electric (PPE), and an augmented reality heads-up display.

Higher Demand for Autonomous and Semi-autonomous Vehicles to Escalate the Adoption of Automotive Head-up Display (HUD)

Improved driving safety, less hassle, easily conceived ride information, and lesser cognitive strain on the driver are all benefits of HUD technology. Machine learning-based augmented reality-based head-up display, or AR-HUD is utilized for the autonomous vehicle. In conjunction with driver-assistance features including lane departure warning (LDW) and adaptive cruise control (ACC), the AR-HUD system offers even more useful and clear visual indicators. When the ACC system identified a car ahead, it indicated the detection by displaying a halo of light just beneath the car that changed color as the distance dwindled. Hence, the increased demand for autonomous vehicles globally is projected to affect the automotive head-up display market growth positively. Companies also launch additional gears with innovative HUD technology that helps the driver focus on the road while making the ride safe and secure.

For instance, in July 2023, BMW unveiled its new Connected Ride Smart glasses with an integrated head-up display. Though they are a little thicker than a typical pair of glasses, the new BMW sunglasses with the integrated HUD are made to seem streamlined. It powers a tiny HUD projector with a lithium-ion battery to display different information on the right lens—turn-by-turn guidance using either straightforward arrows or comprehensive instructions with street names.

Government Import Policies and Increased EV Adoption to Fuel Market Growth

As discussed, the head-up display feature has been added in premium vehicles. The premium vehicle section includes companies such as Tesla, BMW, Audi, and Mercedez. The government limiting the import tax on these vehicles, especially their EV variants are likely to flourish the market expansion. Head-up display and enhanced vision systems support each other while delivering guided navigation. However, governments across the globe limiting the tax on imported EVs are working in favor of market growth. For instance, in December 2023, the Porsche Mecan EV got an augmented reality HUD and three screens with a futuristic and feature-packed look. The augmented reality and AI-based HUD transforms the entire windshield into a gigantic fourth screen.

The authorities focus on higher safety and EV adoption and hence the import taxes are being reduced for higher automotive technology adoption. For instance, in March 2024, the Indian government reduced taxes up to 85 percent on the import of a certain number of EVs. The government had earlier urged Tesla to refrain from selling vehicles that are manufactured in China and India and to establish production facilities there from which it could export and sell automobiles for domestic consumption.

Advent of Smart Vehicles, Increased Penetration of AR in Automotives to Fuel the Segmental Growth

Based on technology, AR head-up display holds a decent market share. HUDs can only project tiny graphics on the windscreen, just above the steering wheel, offering basic information such as direction and speed because they are based on major conventional optics and limited data processing. By delivering virtual graphics and text at various focal distances, the AR-based HUD gives the projection that the signals are a seamless extension of the outside world. The biggest advantage of AR-HUD is safety. By putting all the information, you need while driving in the driver’s field of vision, AR-HUD ensures that drivers always keep their eyes on the road. The aftermarket brands are also introducing these AR HUDs for automobiles, fueling segmental growth.

For instance, in May 2023, Chinese brand Raythink introduced its smart car augmented reality head-up displays at the 20th Shanghai International Automobile Industry Exhibition. Utilizing the OpticalCore picture creation unit and wave-layer three-dimension technology, the new device can project a fully 3D image with depth that is visible to the unaided eye, providing improved and futuristic 3D effects to improve the driving experience.

Asia-Pacific Region Leads in the Global Automotive Head-up Display (HUD) Market

With its growing economies, such as China and India, and developed countries, such as Japan and South Korea, Asia-Pacific is quick to adopt new automotive technologies. The increased number of brands and scope for innovation also increases the potential for HUDs in the region. Furthermore, the increased per capita income and rising EV adoption are leading the regional market. New players extend their research and development facilities while experimenting with artificial intelligence, and augmented reality is anticipated to fuel the market growth. China focuses on higher safety, so new vehicle fleets are equipped with head-up displays.

For instance, in January 2024, Zeekr unveiled the 2024 Zeekr X tiny SUV, which is entirely electric. The new vehicle costs USD 28,000 and USD 31,000 and has four and five-seat configurations with rear-wheel drive and four-wheel drive, respectively. The car has a 24.3-inch AR-HUD (heads-up display), an 8.8-inch LCD instrument panel, and a 14.6-inch central control screen. The Qualcomm Snapdragon 8155 chip powers all these screens.

Future Market Scenario (2024–2031F)

The increased sales of premium high-end vehicles along with rapidly transforming infotainment technology is expected to fuel the market growth.

Increased adoption of EVs and easy HUD deployment is projected to add value to the global head-up display market size.

The extensive research and development to enhance vehicle security have led brands to integrate HUD with technologies such as augmented reality and artificial intelligence.

Government policies limiting import taxes on foreign automobiles are likely to fuel market expansion.

Key Players Landscape and Outlook

The automotive head-up display (HUD) market comprises major automotive players and aftermarket companies. The companies focus on high-end research of driving patterns and building solutions. Companies also adopt augmented reality, artificial intelligence, and other technologies to upgrade vehicles. Key players also strategize through collaborations, acquisitions, and mergers.

In January 2023, Technology company Continental's cutting-edge screen technology, the Scenic View Head-up Display (HUD), received a CES 2023 Innovation Award in the Vehicle Tech & Advanced Mobility category. The Scenic perspective HUD blends the advantages of providing the crisp, clear visual quality of a traditional screen with the user-friendly perspective of a head-up display.

In January 2023, HARMAN International Industries Inc. announced HARMAN Ready Vision, a suite of augmented reality (AR) and head-up display (HUD) hardware and software. To improve driver cognition, HARMAN Ready Vision connects the digital and physical realms by projecting clear turn-by-turn directions onto the windshield. In addition, Ready Vision employs computer vision and machine learning for 3D object detection to provide drivers with highly accurate non-intrusive collision warnings, blind spot alerts, lane departure, lane change assistance, and low-speed zone notifications.