An automotive HUD is a device that displays data in the driver’s field of view. Vehicle data, such as speed information, driver assistance functions such as navigation, and other functions can be directly integrated into the vehicle windshield. The device is named automotive HUD, as it allows the driver to view the information with head positioned in the forward direction, towards the road.

The automotive HUD (head-up display) market is valued at USD 759.6 Million in 2017. The key drivers for the market are the increasing adoption rate of advanced technologies by OEMs, faster generation of real-time and reliable data from advanced driver assistance systems, and the growth of connected vehicles. The conventional HUD is estimated to hold the largest market size of the automotive HUD market during the forecast period. The conventional HUD is estimated to broadly migrate to a wider range of mid-segment vehicles and economic segment of vehicles during 2020–2025 because of the increasing adoption of the technology by OEMs, reducing installation prices of the HUD system, and, most importantly, the increasing importance the automotive customers lay on vehicle and passenger safety systems. The windshield projected type HUD segment is estimated to record the largest market size, growing at a CAGR mentioned in the report. OEMs are anticipated to integrate a wide array of advanced driver assistance systems in the windshield HUD and overlay the information in the driving situation with augmented reality. Unlike the combiner HUD, which is a compact display, the windshield HUD provides a larger area for visuals, and OEMs prefer the windshield HUD as it makes for a safer driving experience. The mid-size vehicle segment is estimated to contribute to the largest market size of the automotive HUD market. Owing to the high production rate of the mid-size vehicle segment, which includes the premium variants of vehicle models, the installation of head-up display is highest in this segment. The battery-electric vehicle segment is estimated to be the fastest growing segment during the forecast period. With the increased focus on fuel efficiency and emission norms, many OEMs are focusing on environment-friendly vehicles that are equipped with advanced driver assistance systems such as head-up displays. Consumers are becoming increasingly conscious of environmental problems caused by fossil fuel fumes and are increasingly demanding environment-friendly vehicles with advanced safety features. North America market is estimated to be the largest market with the highest market share of the global automotive HUD market by value and volume. The regional market is dominated by the demand from the US. The adoption of HUD in the Canadian market by 2020 is estimated to be low but is projected to increase in the future. A key factor restraining the growth of the automotive HUD market is the high cost of developing the display system and its related technologies. The AR HUD involve complex interlinking of electronic and mechanical components and vehicle sensors. The system enables the vehicle windshield to become an advanced display with computational abilities. Due to this, companies entering the market will have to invest heavily in research and development for developing and testing prototypes of AR HUD. Additionally, it is constantly debated among OEMs and governments, whether integrating many features in a HUD could pose as a distraction, as opposed to increase the focus of a driver. The automotive HUD market is dominated by a few global players and comprises several regional players.

Competitive leadership mapping provides information about major players that offer automotive embedded systems and their solutions, and outlines the findings and analysis on how well each market vendor performs within the predefined DIVE criteria. Vendor evaluations are based on two broad categories, namely, strength of product portfolio and business strategy excellence. Each category carries various criteria based on which the vendors are evaluated. The evaluation criteria considered under the product offering section includes the breadth of offering, product innovation, and market presence (OEM and aftermarket). The evaluation criteria considered under the business strategy section includes reach (on the basis of geographic presence), revenue growth, inorganic growth (on the basis of partnerships, collaborations, and acquisitions), and organic growth.

Visionary leaders are the leading market players in terms of new developments such as product launches, innovative technologies, and the adoption of growth strategies. These players have a broad product offering that caters to most of the regions globally. Visionary leaders primarily focus on acquiring the leading market position through their strong financial capabilities and their well-established brand equity.

Dynamic Differentiators are established players with very strong business strategies. However, they have a weaker product portfolio compared to the visionary leaders. They generally focus only on a specific type of technology related to the product.

Innovators in the competitive leadership mapping are vendors that have demonstrated substantial product innovations as compared to their competitors. The companies have focused on product portfolios. However, they do not have very strong growth strategies for their overall business, when compared with the visionary leaders.

Emerging companies have niche product and service offerings. Their business strategies are not as strong as that of the established vendors. The emerging vendors include the new entrants in the market, emerging in terms of product portfolio and geographic reach, and require time to gain significant traction in the market.