With the continuous improvement of automobile intelligence, the information of instruments, central control and mobile phones and other ports brings many hidden dangers to driving.
AR-HUD has become a new window of human-computer interaction and has become a hot topic in the automotive field.
AR-HUD fits the virtual image with the real scene, on the one hand, it can make drivers and passengers directly see driving status, navigation, auxiliary driving and other information, improve driving safety, on the other hand.
It also integrates information such as life and entertainment into the information display and becomes a bridge between virtual and reality.
The core points of this report are as follows: the characteristics of HUD have great advantages in reducing driver distraction and improving driving safety, and are increasingly favored by consumers.
HUD displays more and more flexible information than instruments, and the replacement of instruments by HUD is also conducive to reducing the cost of the whole vehicle.
With the development of AR technology, sensor technology and artificial intelligence, AR-HUD quickly hits the commercial ground and penetrates into the low price range.
In the field of new energy vehicles, the penetration rate of HUD continues to increase, about 16% in 2023, 21% in January to April 2024, accounting for more than 80%, 9% in 2022 and 15% in 2023.
In addition, new car-building forces and independent new brands continue to make efforts in carrying HUD, and the proportion of new car-building forces and independent new brands carrying HUD has reached 79% in 2023.
Competition pattern: from the perspective of competition pattern, domestic HUD manufacturers broke the foreign monopoly and gradually entered the dominant position.
Among the domestic passenger car market HUD share TOP 10 manufacturers from 2023 to April 2024, there were 7 Chinese manufacturers and 4 TOP 5 Chinese manufacturers.
Scale forecast: with the process of automobile intelligence and the acceleration of HUD market penetration, it is estimated that the size of China’s passenger car HUD market will exceed 8.
6 billion yuan in 2025 and close to 16 billion yuan in 2030.
, technology trend and application prospect, technology trend: in terms of hardware, TFT-LCD and DLP are still the mainstream schemes of PGU technology in the short term, LCoS has technical advantages such as high resolution and avoiding backflow of sunlight, and has great potential for development.
LBS and Micro-LED technology have significant advantages in contrast, brightness, volume structure, power consumption and service life, and can be combined with the latest technology, so it is an ideal scheme for long-term AR-HUD imaging technology.
Smaller holographic optical waveguide technology is an important development direction of AR-HUD optical display in the future.
Domestic Tier 1 and Tier 2 manufacturers actively layout this technology field.
domestic manufacturers have the capacity of mass production, multi-manufacturers accelerate the layout of multi-focal plane and 3D AR-HUD technology.
in terms of software, the accuracy, timeliness and stability of data processing are the technical barriers and upgrading direction of AR-HUD software algorithms.
Application prospects and manufacturer opportunities: with the development of intelligent driving to a higher driving level, AR-HUD will become a new window for human-vehicle interaction and will be integrated with a number of systems, including dashboard, navigation, ADAS, DMS, infotainment, V2X, etc.
AR-HUD will also become a vehicle visual window for smart city information.
Typical player analysis, the main engine factory, BMW released a new generation of heads-up display system “BMW Panoramic Vision”, which can cover the entire width of the front windshield.
In terms of suppliers, Pucco has a comprehensive layout of DLP, TFT, LCoS, bifocal plane, oblique projection, optical waveguide and other technologies, and its products are improved in the direction of comprehensive linkage with multi-systems in the car.
Huawei dry XHUD 2.
0 augmented reality display system is equipped with self-research vehicle gauge-level LCoS chip, self-research vehicle gauge-level imaging module and AR composition engine, and has been upgraded in navigation accuracy and safety warning functions.
Zejing layout TFT, DLP, single / double focal plane and optical waveguide technology, its 56-inch HUD has been mass-produced hitchhiking.
Head-up display (HUD) is an optical device that works with driving computers, navigators and reversing radar to project key information such as speed and turn signals onto transparent media in real time.
PGU, as the core module of HUD, accounts for the highest cost, about 55%.
HUD is divided into three categories: C-HUD, W-HUD and AR-HUD, in which C-HUD is gradually eliminated by the market, W-HUD is the mainstream of the current market, AR-HUD has the advantages of integration with the real scene, projectable ADAS information and other advantages, has been mass production and will become the mainstream of the market in the future.
The upper reaches of the HUD industrial chain are various parts companies, including PGU, chips, optical mirrors, windshields and supporting software manufacturers.
the middle reaches are domestic and foreign HUD solution suppliers, representing manufacturers including Huayang Multimedia, Huawei, Pudong, Japanese Seiki and mainland, and downstream for major domestic and foreign mainframe factories.
From the policy and standard level, the state is speeding up the formulation of HUD technical requirements and test method standards.
In November 2018, the American Society of Motor vehicle Engineers (SAE) issued the SAE J1757Mai 2 standard, which provides the optical measurement structure and method for the measurement of HUD.
However, the standard was issued earlier and mainly made relevant standard requirements for C-HUD and W-HUD.
The applicability of AR-HUD for the rapid development at this stage has lagged behind.
The technical requirements and test methods of passenger vehicle head-up display system in China are being drafted.
With the rapid development of smart cars and the intensification of competition, HUD has become a sharp weapon for automobile companies to build differential competition.
According to the statistics of the intelligent cockpit configuration database of passenger cars of the Geshi Automotive Research Institute, the penetration rate of HUD standard equipment in the domestic passenger car market continues to increase (domestic suppliers promote HUD acceleration.
get in| Gaishi Intelligent Cockpit Configuration Data) The number of vehicles will be approximately 1.
425 million in 2022, and the number of vehicles will be approximately 2.
202 million in 2023, an increase of approximately 777,000 vehicles compared with 2022, an increase of 55%.
Among them, W-HUD sales account for the highest proportion, and AR-HUD sales continue to increase.
, In the field of PGU imaging technology, TFT-LCD and DLP are the mainstream solutions in the short term, but the DMD chip, the core component of DLP, is monopolized by Texas Instruments.
LCoS can avoid sunlight flooding and has great development potential.
In the field of optical display, single focal surface projection will cause a distance difference between a single fixed distance virtual image and a real scene.
The human eye needs to continuously switch zoom between virtual image and real scene, which affects the driving experience.
The emergence of technologies such as dual focal surface and multi-focal surface can effectively solve the above problems.
Currently, dual focal surface technology has mass production capabilities.
The volume of the optical waveguide solution is smaller than the secondary reflection solution of a free-form surface, which can solve the pain points of the AR-HUD installation volume and high cost.
Holographic optical waveguide technology is an important development direction for the future AR-HUD optical display.
, As intelligent driving develops to higher driving levels, AR-HUD has become a new window for human-vehicle interaction.
It will be integrated with multiple systems, including dashboard, navigation, ADAS, DMS, infotainment, V2X, etc.
AR-HUD will also become a vehicle-mounted visualization window for smart city information.
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