The following is part of our Enterprise xR Intelligence Service, which includes forecasts, data, and key insights about the commercial use of virtual and augmented reality in various non-entertainment sectors.

Automotive technology supplier Continental is increasing its investment in DigiLens Inc., the Silicon Valley-based leader in holographic waveguide projection technology. Continental first invested in DigiLens in 2016, and through a strategic partnership to jointly develop a waveguide head-up display (HUD) that fulfills automotive requirements.

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Innovation in Automotive AR HUDs Technology

HUD technology is today's equivalent of the eddy current speedometer in 1902 – a fundamental aid to the driver. This is particularly true for the AR-HUD. However, until recently, AR HUDs development relied on mirror technology, such as those in windshield HUDs. With the development of flat waveguides replacing mirror technology, graphical augmentations in a far-more-expansive, real-world view are now possible.

Instead of using mirrors to direct and magnify the images in a head-up display, waveguide technology diffracts the light, thus reducing hardware and the volume in HUDs, making them suitable for all vehicles classes, from luxury cars to small vehicles.

AR HUDs To Become Widely Available

AR HUDs Will Lead to New Revenue Opportunities for Continental

Continental's strategy not only involves hardware but software too. Continental's eHorizon solution is a software platform to provide a preview of the road ahead, incorporating 3rd party digital map data with vehicle sensor data, such as camera and GPS data.