Head-up display (HUD) technology plays a major role in the automotive and aviation application. The enhanced reality is an emerging trend in the head-up display market. The automotive heads-up display is a transparent screen that shows data in the car without requiring users to look away from their usual viewpoints. A typical HUD consists of a display unit and a processor or HUD computer. A combiner, projector unit, display panel, and video generator are some primary components of HUDs. The situational awareness and enhanced safety margins in automotive and aviation areas are increased with the help of HUD. HUD systems are used to project information on the windshield, which alert user of lane markings, turnings, to identify the object.
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Increasing awareness of related benefits of HUDs helps to avoid road accidents. Rising disposable income coupled with increasing demand for transportation services in large amount drives demand of vehicles in emerging economies. The continuous rise in the number of vehicles and accidents on the road is leading to strict safety regulations in all countries. This force consumers to focus on safety-related features in cars like HUDs. In addition, various automotive original equipment manufacturers and suppliers are expected to further increase the awareness of the benefits of HUDs among the general population which helps to grow the market of the automotive heads-up display. The rising necessity of a safe, comfortable, and well-located lifestyle among people has been leading to the fast development of the automotive heads-up display market globally.
Global automotive heads-up display market is segmented on the basis of product type and applications. On the basis of product type, automotive heads-up display market is subdivided into combiner-projected HUD’s and windshield-projected HUD’s. Windshield-projected HUDs dominated the automotive HUD market in China with a 94% market share in 2015. Windshield-projected HUDs are witnessing strong demand from end users across the globe. There are various display technologies being incorporated by HUD manufacturer’s gives lucrative opportunities to automotive HUD market. DLP projection technology and LCoS which is reflection-based display technology are some technologies used while manufacturing HUDs.
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On the basis of application, automotive heads-up display market is divided into mid-size cars and premium cars. Automotive heads-up display market was dominated by the premium cars due to the advance technology incorporation. China is a high growth potential market for premium cars and recorded extraordinary growth in 2014. In 2015, premium cars witnessed significant growth in China with premium brands such as Audi, BMW, Mercedes-Benz, Porsche, and Volkswagen. High technological innovation and more comforts are some of the key factors which make premium cars dominating segment in the market. A healthy economy and increasing individual income in China are driving demand for mid-size car sales. However, price sensitivity of mid-size car customers and high cost due to the high ASP of HUDs lowers the adoption of HUDs in this sector.
North America was the leading region for automotive heads-up display market and accounted for significant share of the total market 2015. Asia Pacific is expected to be the fastest growing market due to the strong growth of automotive industry in China and India. Asia Pacific is followed by Europe and the Middle East & Africa. Demand for automotive heads-up display from Latin America is anticipated to grow significantly during the forecast period.
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Some of the major participants in automotive heads-up display market include Panasonic, Nippon Seiki, Delphi Automotive, Continental, Denso Corporation, Microvision Inc., Yazaki Corporation, and Visteon Corporation.
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