Global Automotive Holographic AR Display Market - Introduction

Automotive holographic AR display is an advance active safety and technical featured transparent device in automotive that projects prime information and status such as speed of the car, navigation direction, time, and distance travelled directly in the driver’s line of sight. This reduces the chances of driver distraction while driving. The automotive holographic AR display aids the driver in accepting the automated driving faster and projects key information either on the windshield or on a separate screen.

Global Automotive Holographic AR Display Market - Competitive Landscape

  • In 2018, Porsche AG, a Germany-based automaker announced an investment of US$ 80 million to WayRay, a Switzerland-based company which target its goal to enable holographic AR (augmented reality) displays in automotive. WayRay’s AR technology is presently not available in any consumer automotive; however, in early 2018, the company presented its product in Porsche’s pilot project in conjunction with Harman, a Samsung-owned company and a prominent player in the field of car audio.

Continental AG

Founded in 1871, Continental AG is currently based in Hanover, Germany. Continental AG is a leading company that manufactures and supplies mechatronics and automotive electronics to customers across the world. The company emphasizes on forming alliances and partnerships with emerging and pioneering manufacturers in order to strengthen its presence in the advance components related market. The company display unit domain has presented numerous display solutions including AR HUD, Holographic HUD, DMD, and HUD.

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Robert Bosch GmbH

Established in 1886, Robert Bosch GmbH is presently headquartered in Stuttgart, Germany. Robert Bosch GmbH offers innovative solutions for smart homes, smart cities, connected mobility, electric vehicle charging, and connected manufacturing. The company uses its expertise in sensor technology, software and servicing, and its own loT cloud, to offer its customers connected solutions from a single source. The company has 460 subsidiaries and regional companies in over 60 countries and regions globally. In 2018, the company spent US$ 8.66 billion on research & development. 

Global Automotive Holographic AR Display Market Dynamics

Rising trend of comfortable and safer vehicles drives demand for automotive holographic AR display

Presently, surge in modernization in the automotive industry has fueled the demand safer and more comfortable vehicle features. Recent development of innovation display solutions, such as automotive holographic AR display, which is far more superior, increases the vertical and horizontal field of view, and offers higher working precision vis-à-vis to currently available display system. The automotive holographic AR display makes the automated driving easier and offers varied information such as navigation direction thereby offering shortest distance, night vision assistance, parking spot, obstacle detection, and other related applications by displaying key information on the vehicle’s windshield or display screen. Moreover, ease of operation coupled with decreasing cost of mechatronics components is likely to boost the demand for the automotive holographic AR display in near future.

Rising adoption of ADAS in automotive

Incorporation of ADAS (Advance Driver Assistance System) in automotive is increasing as it reduces the complication of the vehicle driving by assisting the driver of the vehicle during the vehicle drive. The automotive holographic AR display is a key part of the ADAS and automated driving, as it improves visibility in any driving situation such as adverse weather condition, during night, traffic assistance, and poor vision circumstance during foggy climate. This is anticipated to fuel the automotive holographic AR display market in the near future.

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Global Automotive Holographic AR Display Market - Segmentation

Based on application, the global automotive holographic AR display market can be split into

  • ADAS & Safety
  • Navigation
  • Others

In terms of vehicle type, the global automotive holographic AR display market can be divided into

  • Passenger Vehicle
  • Commercial Vehicle

Based on display type, the global automotive holographic AR display market can be bifurcated into

  • Windshield
  • Combiner HUD

This study by TMR is all-encompassing framework of the dynamics of the market. It mainly comprises critical assessment of consumers' or customers' journeys, current and emerging avenues, and strategic framework to enable CXOs take effective decisions.

Our key underpinning is the 4-Quadrant Framework EIRS that offers detailed visualization of four elements:

  • Customer Experience Maps
  • Insights and Tools based on data-driven research
  • Actionable Results to meet all the business priorities
  • Strategic Frameworks to boost the growth journey

The study strives to evaluate the current and future growth prospects, untapped avenues, factors shaping their revenue potential, and demand and consumption patterns in the global market by breaking it into region-wise assessment.

The following regional segments are covered comprehensively:

  • North America
  • Asia Pacific
  • Europe
  • Latin America
  • The Middle East and Africa

The EIRS quadrant framework in the report sums up our wide spectrum of data-driven research and advisory for CXOs to help them make better decisions for their businesses and stay as leaders.

Below is a snapshot of these quadrants.

1. Customer Experience Map

The study offers an in-depth assessment of various customers’ journeys pertinent to the market and its segments. It offers various customer impressions about the products and service use. The analysis takes a closer look at their pain points and fears across various customer touchpoints. The consultation and business intelligence solutions will help interested stakeholders, including CXOs, define customer experience maps tailored to their needs. This will help them aim at boosting customer engagement with their brands.

2. Insights and Tools

The various insights in the study are based on elaborate cycles of primary and secondary research the analysts engage with during the course of research. The analysts and expert advisors at TMR adopt industry-wide, quantitative customer insights tools and market projection methodologies to arrive at results, which makes them reliable. The study not just offers estimations and projections, but also an uncluttered evaluation of these figures on the market dynamics. These insights merge data-driven research framework with qualitative consultations for business owners, CXOs, policy makers, and investors. The insights will also help their customers overcome their fears.

3. Actionable Results

The findings presented in this study by TMR are an indispensable guide for meeting all business priorities, including mission-critical ones. The results when implemented have shown tangible benefits to business stakeholders and industry entities to boost their performance. The results are tailored to fit the individual strategic framework. The study also illustrates some of the recent case studies on solving various problems by companies they faced in their consolidation journey.

4. Strategic Frameworks

The study equips businesses and anyone interested in the market to frame broad strategic frameworks. This has become more important than ever, given the current uncertainty due to COVID-19. The study deliberates on consultations to overcome various such past disruptions and foresees new ones to boost the preparedness. The frameworks help businesses plan their strategic alignments for recovery from such disruptive trends. Further, analysts at TMR helps you break down the complex scenario and bring resiliency in uncertain times.

The report sheds light on various aspects and answers pertinent questions on the market. Some of the important ones are:

1. What can be the best investment choices for venturing into new product and service lines?

2. What value propositions should businesses aim at while making new research and development funding?

3. Which regulations will be most helpful for stakeholders to boost their supply chain network?

4. Which regions might see the demand maturing in certain segments in near future?

5. What are the some of the best cost optimization strategies with vendors that some well-entrenched players have gained success with?

6. Which are the key perspectives that the C-suite are leveraging to move businesses to new growth trajectory?

7. Which government regulations might challenge the status of key regional markets?

8. How will the emerging political and economic scenario affect opportunities in key growth areas?

9. What are some of the value-grab opportunities in various segments?

10. What will be the barrier to entry for new players in the market?

Note: Although care has been taken to maintain the highest levels of accuracy in TMR’s reports, recent market/vendor-specific changes may take time to reflect in the analysis.

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