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China Passenger Car HUD Industry Chain Development Research Report 2023: Emerging Technologies in AR

Jun 13, 2023

Dublin, Aug. 28, 2023 (GLOBE NEWSWIRE) -- The "China Passenger Car HUD Industry Chain Development Research Report, 2023" report has been added to's offering.New technologies such as LBS and optical waveguide help AR-HUD become a "standard configuration".

In the realm of automotive technology, Head-Up Display (HUD) continues to evolve, with Augmented Reality HUD (AR-HUD) taking center stage due to its ability to seamlessly integrate virtual information with real-world road scenes, presenting a harmonious blend of images. The adoption of this technology is notably favored by automakers, drawn to its potential to enhance the driving experience.

As technological maturity converges with cost reduction, HUD technology is making its presence felt even in affordable vehicle models, hinting at a future where it becomes a standard feature in smart cars. A case in point is the Changan Deepal S7, introduced in early March 2023, where the conventional dashboard is replaced by a 53-inch holographic AR-HUD system, a transformation made possible by Zhejiang Crystal-Optech, the AR-HUD supplier.

Within the intricate AR-HUD industry chain, various components seamlessly come together, including picture generation units (PGU), optical mirrors, glass, and software. At the upstream end, the PGU holds paramount importance, accounting for a significant 50% of the total HUD cost, closely followed by the optical mirror with a 20% share.

The cost-efficiency achieved by these pivotal components has set the stage for a rapid evolution of AR-HUD implementation, igniting progress at an exceptional pace. The resulting swift advancement in technologies tied to these components has been the hallmark of recent years, signifying the dynamic nature of the automotive technology landscape.

Emerging projection technologies such as LCoS and LBS are capturing market shares.PGU is used to generate pictures and control brightness. At present, the most mature PGU technology path for AR HUD is DLP, a high-cost technology monopolized by TI. Yet Chinese suppliers conduct in-depth research on emerging projection technologies like LCoS and LBS, aiming to seize the initiative and overtake on the bend.LCoS technology uses the LCoS panel to modulate the optical signal emitted by the light source and projected to the screen, but the light emitted will not penetrate the reflective LCoS panel. LCoS offers the following benefits: 1. High light use efficiency, up to 40% or higher; 2. High resolution, up to 4k or even 8k, and wide color gamut; 3. Low cost after the process matures.In September 2021, Huawei introduced its AR-HUD product, and in April 2023, Huawei released the xHUD AR-HUD. Both products use LCoS projection technology and feature small size and large format. HUAWEI xHUD AR-HUD can display a 70-inch image at a distance of 7.5 meters, and a 96-inch image at 10 meters. This product can support such applications as intelligent driving visualization, lane-level navigation, reversing camera, Digital Elf, and giant screen viewing.LBS, a laser scanning and projection technology, uses lasers as the light source, and realizes projection via a MEMS micro-mirror. It offers the following benefits: 1. Greatly simplified optical engine, and small size; 2. High contrast, easily up to 7000:1; 3. High brightness and wide color gamut (>150%); 4. Low power consumption (< 4-6W), and low heat generation. Nevertheless, for the temperature-sensitive laser diodes fall short of the working requirements of 85C, LBS has yet to be mature enough to be applied.Founded in 2021, LM Jade Chip Technology is a Chinese company engaged in development and industrial application of MEMS chips and laser scanning micro-display modules. For AR-HUD, it has developed a complete LBS-based solution LM-PGU-1000 and provided to its partners such as Sunny Optical Technology, OFILM and Aptiv. LM-PGU-1000 has the following features: 1. A solution to display speckle, speckle contrast: < 4%; 2. Higher horizontal resolution and larger horizontal FOV; 3. Lower power consumption and higher brightness; 4. Higher contrast.Waveguide technology will become the ultimate optical display solution.Too large installation size and fairly high cost of AR HUD are currently the sore points for the industry. The waveguide technology allows for removal of the mechanical and optical mechanisms inside conventional HUDs, which means the first two reflections are omitted so that the information from the light source is directly projected onto the windshield. AR HUD occupies space one tenth of conventional mechanical solutions. In addition, the optical waveguide solution delivers high light transmittance, large FOV, and good display effect.Optical waveguide falls into geometric optical waveguide and diffractive optical waveguide. Wherein, the diffractive optical waveguide technology is the key development direction of AR-HUD, and is divided into surface relief grating waveguide and volume holographic grating waveguide.Surface relief grating waveguide, a mature technology often seen in AR near-eye display devices, provides thinness, large field of view, and large eye movement range. At present, it is a mainstream optical waveguide solution for AR-HUD, and manufacturers such as Suzhou SVG Tech Group and Greatar Tech are all making layout of it.With independent R&D of 3D lithography equipment as the core driver, Suzhou SVG Tech Group works on research and industrialization of optoelectronic materials and devices for the fields of information photonics and new displays. In June 2021, the joint-stock private company announced a large-format optical waveguide module for AR-HUD. This module offers the display effects of ultra-thinness, large field of view, and long virtual image viewing distance. Based on the self-developed micro-nano lithography equipment and platform, this module can process about 2x1011 nanometer units on the 20cmx20cm waveguide surface, and provide a projection distance longer than 15 meters. Currently this module has been used in AR-HUD and installed in Huawei's intelligent driving system.The volume holographic grating waveguide can reduce the volume of AR-HUD to one fifth to one tenth of the conventional geometric optics ones. Compared with reflector-type AR-HUD with a volume of 22L, the holographic optical waveguide enables a volume of only 2.4L; the main imaging module can also standardized and mass-produced at low cost. Such AR-HUD is promising. However the production process is complicated, and currently few manufacturers have the ability to produce in quantities. It is in 2023 that the application of corresponding AR-HUD products will start.Tripole Optoelectronics began to deploy volume holographic diffractive optical waveguide technology in 2019. In June 2021, Tripole Optoelectronics worked with BAIC and TCL CSOT to promote holographic optical waveguide AR-HUD. In January 2022, the company built a holographic diffractive optical device production line with the annual capacity of millions of holographic diffractive elements, providing large-area holographic optical waveguide AR-HUD products for manufacturers in automotive industry.Key Topics Covered: 1 Overview of HUD Industry1.1 Overview of HUD Industry1.1.1 Development Background of HUD1.1.2 Intelligence Becomes the Focus in the HUD Differentiation Competition1.1.3 Classification of HUDs and Comparison1.2 Technical Principle of HUD1.2.1 Automotive HUD Imaging Principle and Core Requirements1.2.2 Main Technologies and Iteration of HUD1.2.3 Introduction to HUD Projection Imaging Technologies1.2.4 Comparison between Mainstream Projection Imaging Technologies1.2.5 Comparison of Optical Components between Mainstream Projection Technologies1.2.6 Current Technical Barriers to HUD Production1.3 Key Components of HUD1.3.1 Key Components of HUD - Source of Image1.3.2 Key Components of HUD - Optical Display1.3.3 Key Components of HUD - Other Hardware1.4 Status Quo of HUD Market1.4.1 China's HUD Market Size1.4.2 Competitive Landscape1.4.3 Business Models1.4.4 HUD Industry Chain1.4.5 Upstream, Midstream and Downstream Manufacturers in HUD Industry Chain1.4.6 Typical Companies in HUD Industry Chain2 PGU Module SuppliersSummary of Optical Device Suppliers2.1 Kyocera2.2 BOE2.3 Tianma Microelectronics2.4 iView Displays2.5 Goertek2.6 Zhejiang Crystal-Optech2.7 ASU Tech2.8 Huawei2.9 RaythinkSummary of Chip Vendors2.10 TI2.11 Himax Technologies2.12 Nanjing Smartvision2.13 Huixinchen2.14 MicrovisionSummary of Light Source Suppliers2.15 Nichia2.16 ams OSRAM2.17 Jufei Electronics3 Windshield SuppliersSummary of Windshield Suppliers3.1 Fuyao GlassAGCSaint-GobainSummary of Wedge Film Suppliers3.4 Sekisui Chemical3.5 Eastman4 Optical Mirror SuppliersFreeform Mirror Suppliers4.1 Sunny Optical Technology4.2 Fran OpticsOptical Waveguide Suppliers4.3 Lochn Optics4.4 Tripole Optoelectronics4.5 SVG Tech Group4.6 DigiLens5 HUD Market Trends and Forecast5.1 Development Trends of HUD5.2 Development Trends of AR-HUD5.3 Development Trends of PGU Components5.4 Development Trends of Optical Mirror ComponentsFor more information about this report visit

About is the world's leading source for international market research reports and market data. We provide you with the latest data on international and regional markets, key industries, the top companies, new products and the latest trends.'sEmerging projection technologies such as LCoS and LBS are capturing market shares.Waveguide technology will become the ultimate optical display solution.Key Topics Covered:1 Overview of HUD Industry1.1 Overview of HUD Industry2 PGU Module Suppliers3 Windshield Suppliers4 Optical Mirror Suppliers5 HUD Market Trends and ForecastAbout