General Head-up displays can be big in cars, says analyst
A surprising new growth market is military-style head-up displays (HUD) which are finding their way into family cars with navigation and driver-assist functions.
Only 2% of automobiles sold in 2012 had HUDs, but sales of cars equipped with HUDs are predicted to rise to 9.1 million units in 2020, up from 1.2 million in 2012, according to a report from IHS Automotive.
Sales this year are forecast to climb 7% to 1.3 million units.
“Projecting an image that floats about 2.5 meters, or 7.5 feet, in front of motorists’ eyes, HUDs are the optimal display technology for cars—with studies having shown that this distance delivers the fastest response time for viewers,” said Ben Scott, technology solutions analyst for IHS Automotive.
“Apart from showing speed and warning signals, HUDs are perfectly suited for displaying navigation information or advanced driver assistance system (ADAS) data, allowing drivers to access critical material while keeping their eyes on the road,” said Scott.
Japan had the highest installation rate of car HUD systems in 2010, but Europe is expected by 2020 to take the lead.
The expectation is that a HUD can be combined with a vehicle’s GPS system giving the driver map, turning and even speed-limit and traffic-sign information on a car’s windscreen.
Other uses are possible as well, such as showing text messages from mobile phones or displaying track information from MP3 players.
In the future, HUDs may become large enough to fill the whole windscreen and present an “augmented reality” view to the driver, said the report.
ADAS features such as pedestrian warning, blind-spot detection or night vision could be overlaid to fill the whole windshield.
According to the report, HUD systems are not a new concept, as General Motors (GM) first introduced them in 1988. However, because of various problems with the technology, the light source used, and the optics, HUDs did not sell as well as anticipated.
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