The global head-up display (HUD) market, valued at US$ 1.76 Bn in 2014, is expected to witness growth at a CAGR of 19.1% during the period from 2015 to 2022. HUDs are devices that are used to project important driving metrics including speed, fuel reading, engine RPM, and distance alerts among others. A head-up display either uses the windshield of a vehicle or a transparent plastic panel to display information. Projecting an image onto a plastic panel (combiner) is cheaper compared with a windshield since this does not require use of special reflective coating which further eliminates the need for post-fitment adjustments. Thus, combiner projected HUDs are anticipated to register faster growth in near future.
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Some of the key factors driving the global HUD market include increasing demand from automotive and aviation sectors and rapid growth of the high-end and luxury car segment in emerging economies such as China, India, Brazil, Mexico, and Russia. The cost of HUDs has seen a gradual decline in recent years; however, high cost is still one of the key restraints that hinders the growth of HUDs and their adoption in the mass market. In the coming years, technological advancements such as integration with smartphones, speech recognition, gesture recognition, and augmented reality are anticipated to provide potential growth opportunities to the global HUD market.
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Based on the revenue generated from different geographies, North America held the largest share of around 35.1% in 2014 in the global HUD market. This high dominance can be attributed to strong demand from both the aviation and automotive sectors. Moreover, rapid technology adoption in countries such as the U.S. pave the way for the growth of HUD technology. Europe closely follows North America in terms of the adoption of HUDs, led by the large size of the luxury and premium car market in the country. The growth is Europe is also facilitated by the presence of German car makers such as Audi, BMW, and Mercedes Benz in this region. However, in the coming years, Asia Pacific is anticipated to witness a high rate of growth in the adoption of HUDs in both civil aviation and automotive sectors.
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The global HUD market is moderately consolidated and a large number of global and regional players contribute to it. Some of the key players in the HUD market are BAE Systems plc, Continental AG, Delphi Automotive PLC, Denso Corporation, Esterline Technologies Corporation, Johnson Controls Inc., Microvision Inc., Nippon Seiki Co. Ltd., Pioneer Corporation, Rockwell Collins Inc., Thales Group, and Yazaki Corporation. Different players adopt different strategies in order to sustain themselves and strengthen their place in the global market. Companies such as Continental AG have successfully collaborated with their partners to gain market share. Additionally, companies are also expanding their portfolios in different geographies. For instance, BAE Systems plc launched a new HUD called “Lite HUD” that was compatible with the large displays found in aircrafts. This has helped them strengthen their portfolio and strategically position themselves in a wider geography.
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