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HUD (Head-up Display) Industry Report, 2018-2019”
report has
been added to’s offering.

In 2018, 308,900 units of OEM HUDs were installed in passenger cars in
China, a 94.1% upsurge from a year earlier, according to the report.

We worked out 2019Q1 lists of passenger car HUD supplier ranking by
competitiveness with efforts from secondary research, data processing,
and investigation & integration to evaluation & analysis. Denso came to
the top spot among all suppliers and CarRobot ranked first among Chinese

HUD was in vogue from 2014 to 2015. NAVDY that was a typical supplier
then, however, doesn’t appear on our latest HUD industry chain.

NAVDY followed a digital light processing (DLP) technology roadmap, but
DLP HUD had some drawbacks like complicated design and high cost. In
TI’s case, its first-generation DLP chip only worked at temperatures of
-40-85, short of automotive standards. Navdy raised USD42 million from
Qualcomm and several other venture capital firms. Navdy HUD which should
have been launched in the first quarter of 2015 came out just in recent
two years. In October 2016, the product was put on sale, but its price
surged to USD799 from the pre-sale price of USD299. In 2018, NAVDY had
to go into liquidation after its failure in aftermarket.

Many a HUD start-up applied Navdy’s technology between 2016 and 2017.
Using DLP as display system only left them a range of technology
bottlenecks and often deferred launch of products. Most of them then
turned to thin film transistor (TFT) display technology. Examples
include CarRobot who designed its first-generation HUD with DLP
technology but changed to TFT for its second-generation products.

In 2018, TI officially rolled out the 2nd-generation automotive chips
DLP3030-Q1 and DLP5530-Q1 featuring smaller size and wider field of view
and sufficing for AR head-up display (HUD). DLP3030-Q1 sees the digital
micromirror device (DMD) footprint reduction by 65%, enabling smaller
picture generation unit (PGU) design. It can operate between -40C and

Technically, DLP is the best and most mature display technology by far.
Therefore, Sunny Optical and other giants are still optimistic about HUD
based on DLP technology, and they even spend tens of millions of yuan on
introducing free-form surface mirror production lines.

The second HUD craze since 2018 arises from the emergence of AR HUD.

AR HUD, the augmented reality head-up display technology, superimposes
some driving information in the driver’s field of vision reasonably and
combines it with real traffic conditions. Compared with HUD, AR HUD
displays a wider range from a farther distance, and it is more complex.
HUD is just a device that projects and displays information, while AR
HUD needs to be deeply integrated with ADAS to achieve more advanced
effects and functions.

Given the deep integration of AR HUD with ADAS, the burgeoning
development of ADAS as a must for automotive intelligence has driven the
demand for AR HUD.

The image display of AR HUD is generally distributed in two or three
layers. For instance, the AR-HUD of Nippon Seiki boasts three layers:
the near field display layer, the far field display layer, and the side
layer. The near field display layer is mainly a presentation of vehicle
status, the far field display layer displays ADAS information, and the
stereo side layer offers lane or navigation information.

Amid the intelligent connected trend of cars, any automotive electronic
product is difficult to be independent. As an automotive electronic
product, HUD has been an integral of the cockpit electronics solution
and the overall ADAS solution.

Panasonic Automotive showcased its latest SPYDR 2.0 at CES 2019, which
is a single-chip cockpit domain controller solution integrating Driver
Monitoring System (DMS) with Head-Up Display (HUD). Besides, SPYDR 2.0
can integrate In-Vehicle Infotainment (IVI), dashboard, surround view
system, Active Noise Control (ANC), HUD and four IVI displays on a

For this integration trend, traditional Tier1 giants enjoy first-mover
advantages, whereas independent HUD suppliers have to establish close
cooperation with other product suppliers. The collaboration modes —
Jiang Cheng + Baidu, Carrobot + China Unicom, Carrobot + AI Speech, etc.
just follow the integration trend.

Key Topics Covered


Research Background and Main Contents


Ranking of HUD Suppliers by Competitiveness in 2019Q1 and the


1 Automotive HUD

1.1 Definition

1.2 Classification

1.3 Common Concepts

1.4 Resolution and Pupillary Distance

1.5 Projection Technology

1.6 Typical CHUD

1.7 WHUD Structure and Light Path

1.8 Typical Vehicle Models with OEM Installation of CHUD and WHUD

1.9 HUD of Audi A6

1.10 Technical Difficulty

1.11 HUD Development Tendency

1.12 A Panorama of HUD Industry Chain

2 Automotive HUD Market

2.1 Global Automotive OEM HUD Market Size and Shipments, 2016-2021E

2.2 Global Automotive Aftermarket HUD Shipments, 2016-2021E

2.3 Market Shares of Major Global OEM HUD Vendors

2.4 Penetration of OEM HUD for Passenger Car in China, Jan 2017-Jan 2019

2.5 Installation of HUD for Passenger Car in China (Top 20 Vehicle
Models), 2018

2.6 Installation of OEM HUD for Passenger Car in China (Top 19 Brands),

2.7 Installation of HUD for Passenger Car by Vendor in China, Jan
2018-Mar 2019

2.8 Passenger Car HUD Suppliers in China and Their Market Shares, 2018 &

2.9 W/C-type HUD as a Percentage of Passenger Car OEM HUD Installation
in China, 2018Q1-2019Q1

2.10 Global AR HUD Output, 2018-2025E

2.11 Installation of OEM HUD for Passenger Car in China, 2016-2025E

3 All Kinds of HUD Technologies


3.1.1 Introduction to DLP

3.1.2 DLP is the Most Mature Technology

3.1.3 Light Path of DLP HUD

3.1.4 Navdy’s DLP HUD

3.2 Laser Scanning HUD

3.2.1 PicoP Laser Beam Scan Engine

3.2.2 Features of MicroPicoP

3.2.3 Mitsubishi and Pioneer Apply MicroVision’s Patent

3.2.4 Intersil’s Laser Scanning HUD

3.2.5 Panasonic’s Laser Scanning HUD

3.3 AR HUD

3.3.1 AR HUD — a Perfect Fusion with ADAS

3.3.2 Essential Features of AR HUD

3.3.3 Single-layer and Double-layer AR HUD

3.3.4 Continental’s AR HUD

3.3.5 Double Layer Display of Continental AR-HUD

3.3.6 AR-Creater

3.3.7 AR-HUD Design of Nippon Seiki

3.3.8 Challenges for AR-HUD

4 Foreign HUD Vendors

4.1 Nippon Seiki

4.1.1 Profile

4.1.2 Revenue and Major Customers

4.1.3 Installation of Nippon Seiki’s OEM HUD for Passenger Car in China,

4.1.4 HUD Production Bases and Capacities

4.2 Continental

4.3 Denso

4.4 Pioneer

4.5 Visteon

4.6 WayRay

4.7 Comparative Analysis of Foreign HUD Vendors

5 Chinese HUD Vendors

5.1 Futurus Technology Co. Ltd.

5.1.1 Profile

5.1.2 Parameters and Selling Prices of Products

5.1.3 Technology R&D, Market Layout and Project Cases

5.2 Beijing Lejia Technology Co. Ltd. (CarRobot)

5.3 Shenzhen Tuxingzhe Technology Co. Ltd.

5.4 Shenzhen Jiangcheng Technology Co. Ltd.

5.5 Zhejiang Crystal-Optech Co. Ltd.

5.6 DSIT Innovations

5.7 YesAR Technology

5.8 Shenzhen 3 Dragons Technology Ltd.

5.9 Foryou Multimedia Electronics

5.10 Comparative Analysis of Chinese HUD Suppliers

6 Suppliers of Core Components for HUD

6.1 TI

6.1.1 TI’s New DLP Chips Support AR HUD

6.1.2 Comparison of Parameters between TI’s New DLP Chips

6.2 Microvision

6.3 iView Displays (ShenZhen) Co. Ltd.

6.4 HUD Project of BOE

6.5 HUD Investment of Tianma Microelectronics and LGD

6.6 Fuyao Glass Industry Group

For more information about this report visit

Laura Wood, Senior Press Manager
[email protected]
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Topics: Hardware,
and Vehicle Electronics