Recent News from AR-HUD Developer Envisics

Envisics is developing Augmented Reality Head-up Display (AR-HUD) technology based on spatial light modulator and laser technology to create a true holographic display solution. Their Gen 2 AR-HUD is set to debut in the Cadillac Lyric later this year. Below is some recent news and observations from the company. – Chris Chinnock

With the start of the Formula one and WEC racing seasons, Envisics decided to ask professional race car driver Darren Turner about the benefits of AR-HUD technology in closed-cockpit race cars. He sees a number of ways information can be presented in the driver’s field-of-view to improve safety and performance on the track.


HUD KEY FEATURE OF CHRYSLER’S NEW EV CONCEPT CAR

Chrysler has introduced a new all-electric concept car called the Halcyon. It integrates new battery tech, a continuous flowing glass canopy, new airflow elements, AI enhancements, Level 4 ADAS control, dynamic inductive charging and a minimalist cockpit design. According to reports, the cockpit features “a cross-car pillar-to-pillar transparent display, a retractable 15.6-inch console screen, and an augmented-reality full-screen head-up display (HUD).” Read More


AR GLASSES AND AR-HUDS – SIMILAR BUT DIFFERENT

With CES 2024 in the rear-view mirror, both AR glasses and AR Head Up Displays (HUDs) were quite evident in many booths. So how is the technology similar and how is it different? Let’s take a look. As summarized in the table below, there are more similarities than differences between optical see-through AR glasses and AR HUDs. For example, many types of imager technology can be used for both products. LCD, DLP, LCOS and OLED devices create an image that is magnified by optics, while scanning lasers paint a series of light points to create an image. Spatial Light Modulators (SLMs) are different in that a diffraction pattern, not an image, is written to this device and illuminated by lasers or LEDs. This creates a true holographic image that is magnified and presented to the user. READ MORE


WALL STREET JOURNAL FEATURES THE THOUGHTS OF ENVISICS’ CEO, JAMIESON CHRISTMAS

The Wall Street Journal has published an article that features the thoughts of Envisics’ CEO, Jamieson Christmas. The article, called “Self-Driving Cars Might Just Transform the Way We Work”, notes that the cars that will debut in 2030 are on the drawing boards now, so developers need to be thinking this far ahead. And, as cars move to more automated driving levels, drivers will be able to take on more information from the myriad of displays that will be in these automobiles. Envisics offers a holographic Head-up Display that is already providing information for the driver. And according to Christmas, “Holographic technology will enable new ways of working and collaborating, including unlocking the potential for a true mobile office environment.” Toward that end, the company is developing the technology further so that—like the Princess Leia hologram message in “Star Wars”—free-floating objects could be projected inside the vehicle. This could be a way to connect a traveling executive to objects and colleagues back in the office. The full article can be viewed HERE but it is behind the WSJ paywall.


RESEARCH FIRMS PREDICTING RAPID GROWTH FOR AUTOMOTIVE HUDS

SNS Insider reports that the Head-Up Display market (automotive and aviation), valued at USD 2.45 billion in 2022, is anticipated to reach USD 12.03 billion by 2030, exhibiting a remarkable CAGR of 22% over the forecast period from 2023 to 2030. Similarly, IDTechEx forecasts the global HUD market is expected to reach over US$10 billion by 2034 with a CAGR of 24%.

KBV Research sees the HUD market growing at a 30.7% Compound Annual Growth Rate (CAGR) to $4.6B by 2028, while Mordor Intelligence sees the global HUD market in 2021 as valued at $1.27B growing to $4.56B by 2028, a 24% CAGR. Finally, MarketsandMarkets values the 2022 global HUD market at $1.0B growing to $3.9B by 2027, a 30.4% CAGR. No matter who you believe – all see rapid growth for HUIDs.


Envisics Describes Their Holographic HUDs at CES 2024

Envisics is developing holographic HUDs that use a spatial light modulator and diffraction patterns to generate the images. This can be very power efficient. At CES 2024, they showed their Gen 2 HUD along with a prototype of the Gen 3 HUD.

 


White Paper – WHAT’S A HUD AND WHY ARE CAR MAKERS SO ANXIOUS TO ADD THEM?

One of the primary drivers for adoption of HUD is consumer concern for passenger and vehicle safety. Studies suggest that driver distraction is one of the major causes of accidents. Part of the solution to taming driver distraction are sensors and software that can detect when a driver is sleepy, distracted, or spending too much time looking at the dashboard. HUDs can help alert the driver to pay attention and keep their eyes on the road. DOWNLOAD WHITE PAPER

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