The fourth EAC2023 automotive head-up display (HUD) forward-looking technology exhibition and exchange conference concluded successfully!

As the opening speech of this automotive HUD conference, this conference is honored to invite Huizhou Huayang Multimedia Electronics Co., Ltd., HUD product line director, Mr. Yang Jing to speak "From Evolution to Revolution: Huayang Intelligent Cockpit Human-Computer Interaction Products" "The Road to Change" gave a wonderful sharing on the theme. Mr. Yang started from the perspective of technological innovation driving product evolution, and then introduced the user experience-driven product change, which then led to the motivation of human-computer interaction. As autonomous driving promotes the development of AR HUD, intelligent network connection activates the era of AR HUD in-car metaverse. Then Mr. Yang elaborated on the needs of users in the AR HUD in-car metaverse market, as well as product solution forms and the added value of user experience. Finally, he systematically summarized the development trend of integrated human-machine intelligent cockpits with the in-car metaverse as the axis. , the wonderful and informative speech aroused bursts of applause from the audience.

6号下午HUD会场第二位重磅发言的嘉宾由 华为技术有限公司，光应用领域智能HUD总经理，陈双宝 先生 带来，他分享的题目是 《AR-HUD商用体验提升之路》。 陈总系统陈述了HUD行业趋势的洞察分析，HUD受市场广泛认可，装配率显著提升，体验升级，仪表HUD化逐渐成为座舱新趋势。消费者最关注的AR-HUD TOP3卖点，与体验密切相关: 画面视野效果、画质效果、AR实景导航，随后其谈到华为AR-HUD体验定义，以人为中心，打造无边际，主驾“第一屏，建立以用户体验为中心，对华为AR-HUD体验提升的研究成果进行了分享。在HUD体验驱动技术迭代创新方面，陈总分享了光波导AR-HUD优势及挑战、HOE-HUD全息显示关键技术、并对华为下一代HUD技术研究及成果进行精彩的展示。

For the third speech on the afternoon of the 6th, we were fortunate to invite Zhang Tingrui, head of the automotive optics division of Goertek Optical Technology Co., Ltd., to share his wonderful speech titled "PGU Technology for New Generation AR HUD - DLP4620" . He talked about Goertek’s active efforts to create a coordinated development of precision components and intelligent machines supported by intelligent manufacturing, while also expanding into new fields such as semiconductors, microdisplays, and automotive electronics. Goeroptics (GOS) was established in 2012 and its business focuses on VR/ AR, micro-projection and automotive AR HUD optical device fields. In the future, AR-HUD will develop towards a large field of view, long imaging distance, and small size, achieving full field of view and panoramic depth display. Goertek's new generation PGU (DLP4620+) is an all-round PGU with high performance, small size and low cost. It has high resolution, which is 15% higher than the previous generation. It has a high refresh rate and can achieve 60-120Hz refresh; High brightness, 30% higher than the previous generation, small size and large field of view, can support ARHUD requirements of FOV 13*5° and other advantages.

The next speaker was Mr. Gu Huiliang , Director of Product Systems and General Manager of Shanghai Branch of Shenzhen Ruisi Huachuang Technology Co., Ltd. The topic he shared was "AR-HUD—The Highlight of the Automotive Industry Involution Era". Mr. Gu introduced that the current HUD machine will soon enter the standard configuration, further replace the instrument, and the HUD will further occupy other spaces in the car. These are the three major signs that represent the involution of the HUD. He also analyzed in detail including the light source module, software, and optical design. HUD consists of three core technologies. Finally, Mr. Gu said that as the world's leading provider of innovative light source AR solutions and the fastest-growing complete machine supplier in the HUD industry, Raythink has built a complete full-process system from design to mass production. The global team is equipped with optical testing and quality testing equipment that costs RMB 10,000. At present, it has successfully developed ARHUD products with a large field of view that are rare in the industry, and has a rich product line to meet customer needs for different levels of ARHUD products. Ruisi Huachuang provides three types of AR HUD products: AR HUD PRO, AR HUD, and Mini AR HUD, which is suitable for entry-level models and targeted at extreme spaces. It also has a great advantage over products in the same industry in terms of size.

The fifth guest to share the HUD session on the afternoon of the 6th was brought by Mr. Tang Qiuyang, senior engineer of cockpit evaluation of China Automotive Engineering Research Institute Co., Ltd. The topic he shared was "AR-HUD Performance Requirements and Testing Methods". Expert Tang first gave a detailed introduction to the functional characteristics and typical application scenarios of AR-HUD. He talked about the development of HUD technology as an important component of smart cockpits. AR-HUD is the latest form and inevitable trend of development. There is a lack of standards for AR-HUD design and application. Standardization of system effectiveness evaluation is a key prerequisite to ensure efficient integration of AR-HUD systems. There is insufficient diversity in AR-HUD evaluation scenarios, insufficient evaluation quantification, and insufficient testing system. It is difficult to develop a smart cockpit AR-HUD system. The test and evaluation methods were researched to form an evaluation system and procedures for AR-HUD systems. Then he analyzed the basic conditions for evaluation, including venue, typical scene requirements, equipment data collection, etc., and finally made a systematic summary of the evaluation framework and steps.

The last guest to share at the HUD venue on the afternoon of the 6th was fortunate enough to be invited to Unity China. R&D Director Yang Dong gave a systematic explanation on the theme of "Unity Engine Creates 3D Interactive Automotive Smart Cockpit Experience" . Mr. Yang first talked about Unity as an international company with a global vision, with business all over the world. It is a content creation platform that integrates R&D and operation. It has a huge developer and consumer ecology. Many mass-produced models are developed using Unity. Cockpit entertainment application , and then introduced in detail how to evolve from the HMI design stage to the mass production stage, then explained the latest Unity HMI Demo 3.0 demonstration project and related functions, and finally gave a systematic outlook on the future development of the smart cockpit field.

The development of the HUD market has also received strong attention from OEMs. The organizer was honored to invite Wang Shuqin, chief engineer of FAW Hongqi Intelligent Space Development Institute, to share her opening speech on the morning of June 7. She brought a topic titled "FAW Hongqi Intelligent Cockpit Innovation Experience and case sharing" . Director Wang described the development of FAW Hongqi's innovation work in detail, and then systematically elaborated on the development of Hongqi's intelligent cockpit innovation work. The directions include technological exploration for intelligent displays and the diversification of display technologies (flexible screens, smart surfaces, projection/ Hologram); in the field of under-screen camera vehicle technology, in order to realize under-screen camera technology, it is necessary to overcome camera miniaturization technology and screen technology. For LCD, it is necessary to dig pits, and for OLED, pixels need to be rearranged; dimensions such as UI design also need to be considered ; In the field of HUD, the Hongqi HS5 model was the first to be equipped with W-HUD, and the Hongqi E-HS9 model was the first to be equipped with AR-HUD. Currently, many mass-produced models are equipped with HUD products. Finally, Director Wang made a wonderful presentation on the Hongqi smart cockpit innovation case-Flag Mirror Cabin. Sharing, it is reported that there are 7 display carriers involved inside and outside the cabin. Through multiple displays in the cockpit, information is displayed based on the user's needs in different scenarios, embodying the concept of "boundless". Once the barrier is broken, it can be seen everywhere, and "changing" can change as the situation changes. cutting-edge concepts.

The second speech on the morning of June 7 was shared by Lin Rongchun, product director of Hefei Jiangcheng Technology Co., Ltd. He gave a wonderful speech titled "AR-HUD New Technology Solution to Adapt to Current Market Demands" . Mr. Lin gave a systematic introduction to the current status of AR-HUD development. He talked about how good display effects can be achieved only when AR-HUD parameters meet the standards, and compared the current mainstream technical solutions. As for the AR-HUD adoption rate, AR-HUD in 2022 109,600 units of HUD pre-installed standard equipment were delivered, a year-on-year increase of 115.75%. The installed capacity and adoption rate of AR-HUD with advanced technology and better effects are lower than expected. W-HUD still has a large market space. AR-HUD experience is poor, FOV is small, brightness contrast is low, resolution is low, development is difficult, and cost is high. Development bottlenecks such as high costs and supply shortages were analyzed in detail. Finally, Mr. Lin made a wonderful new product launch for Jiangcheng’s new generation fully customized ultra-large size TFT solution. It is reported that Jiangcheng’s new product is customized based on many years of AR-HUD design and mass production experience. The special TFT has unique advantages such as larger imaging size, improved imaging quality, solution to sunlight backflow, and smaller volume control.

The third speech on June 7th was fortunate to be shared by Tan Zhuorong, senior manager of the marketing department of ams OSRAM, an internationally renowned company. He gave a wonderful speech titled "AR HUD Light Source Solutions and Application Trends" . Manager Tan first introduced the penetration trend of AR HUD in the Chinese market, and then analyzed the currently available solutions and future new technologies for AR HUD. Finally, Manager Tan systematically summarized ams and Osram’s LED and laser for AR HUD. The technical roadmap plan brought profound enlightenment to the audience.

Next, this meeting specially invited Mr. Tian Tian, ​​system engineer of Harman (China) Investment Co., Ltd. , who shared the theme of "Harman AR Product Solutions". It conducted in-depth research from the perspective of AR-HUD industry and consumer research, saying that automobile manufacturers (OEMs) need an AR solution that can accurately provide key information, be non-intrusive, and display different features while maintaining brand characteristics. It introduces user research showing that current products do not meet driver needs for smart, simple interfaces and multi-modal feedback. Consumers want to see simple, intuitive, and easy-to-understand information in the HUD. It also introduced the car manufacturer's multiple considerations such as real-time and accuracy, HUD kit size, and system cost-effectiveness. Harman's ReadyVisionen solution can connect the physical world and the digital world through the windshield to create an intuitive, Pleasant and safe driving experience, and a systematic outlook on product development planning.

The last speech on the morning of June 7 was shared by Deng Yuanbo, CEO of Nanjing Ruiweishi Technology Co., Ltd. He gave a wonderful speech titled "AR-HUD System Based on Digital Holography (CGH)" . Mr. Deng first talked about the rapid iteration of HUD technology, but it still faces the pain points of high cost, limited size, and unsatisfactory AR effects. Then he introduced Ruiweishi's Parallel Vector technology (PCT patent), which achieves ghost-free projection of ordinary glass through free-form surface and optical system design. He made a detailed analysis of the principles of digital holography (CGH) and gave a comprehensive introduction to typical CGH systems. Finally, Mr. Deng systematically elaborated on the AR-HUD system based on digital holography (CGH).

The organizer was fortunate enough to invite Li Zhou, deputy director of R&D of Otizan Optical Crystal (Shanghai) Display Technology Co., Ltd., to share his opening speech on the afternoon of June 7. He gave a speech entitled " Volume Holographic Optical Waveguide in AR-HUD". "Applications and Development Trends " . Otizan Optical Crystal's high-performance holographic waveguide optical display module has the characteristics of large field of view, ultra-thin, high-definition transparency, high diffraction efficiency, low-cost mass production, etc. It is an ideal choice for AR glasses, vehicle-mounted AR-HUD, holographic gun sights, etc. Popular solutions in the field. It introduced the holographic optical waveguide technology and preparation process in detail, and explained in detail the core technical advantages of holographic grating design, intelligent manufacturing technology, holographic grating materials, and full process technology solutions. The two-dimensional expanded pupil holographic waveguide solution applied to AR-HUD was systematically explained. Finally, he gave a systematic outlook on the advantages and development trends of holographic optical waveguides in AR-HUD.

6月7日下午的第二篇发言由 光傲科技股份有限公司，总经理，刘小波 分享，他带来题目为 《用Type II 型成像亮度计实现高精度虚像距离测量》 的精彩演讲。刘总首先剖析了HUD 测试的位置校正、眼点定位、虚像距离、畸变测量、对比度计色度五大难题与解决方案。其中虚像距离重要性很高，同一个HUD系统里面有双成像的，就是两个虚像，但是虚像具不同，虚像距离基本上是不同HUD技术的最显著的技术指标。虚像距离不能进行直接测量，但是可以通过成像亮度计实现测量，但是需要相机的几何矫正数据，也就是 type II 型成像亮度计。最后其介绍到光傲科技专注于核心测量设备和计量测试技术覆盖紫外、可见、中远红外不同品牌各类光学测试设备，与德国TechnoTeam等欧美测试仪器厂商的深度合作，高标准计量实验室内容输出更好的为客户服务。

The third speech on the afternoon of June 7 was shared by Qiao Wen, Director of the New Display Business Department of Suzhou Sudavige Technology Group Co., Ltd. She brought an exciting discussion titled "AR HUD Technology Based on Diffraction Light Waveguide" . Minister Qiao conducted a systematic analysis of the development status of AR-HUD. He said that augmented reality vehicle display is an inevitable choice for increasing interactive information capacity, and detailed the key evaluation indicators of head-up display. He talked about the contradiction between large field of view and small volume, and compared the free reflective surface with the SRG optical waveguide solution. He mentioned that the SRG diffraction waveguide solution can solve the conflicting problems of FOV, VID and volume. Minister Qiao gave a detailed explanation of the current research status and challenges of diffractive optical waveguide ARHUD, and finally gave a systematic outlook on future research directions.

The last speech on June 7 was fortunate to invite Mr. Hagen STOLLE, General Manager & CTO of SeeReal Technologies, an internationally renowned company representative . His sharing topic was "3D Optical Waveguide Technology Applied to HUD and LCD". It details the principles and challenges of true holographic 3D image generation, proprietary solutions to overcome historical barriers to real-time 3D holography, and practical implementation examples of holographic 3D direct-view LCDs for consumer and professional use and projection HUDs for automotive use. His wonderful speech brought the conference to a successful conclusion.

The EAC AWARDS dinner awards ceremony was held concurrently with the exhibition. It went through three stages of "registration, public voting, and review and scoring" and lasted for three months. Participants came from HUD, lidar, millimeter wave radar, automotive cockpit monitoring system, automotive NVH and acoustic system. A total of more than 60 units and outstanding engineers in the industry have received this honor.

The companies that won the HUD AWARDS 2023 Automobile Head-up Display HUD Domestic Leading Enterprise Award are:

Huawei Technologies Co., Ltd., Huizhou Huayang Multimedia Electronics Co., Ltd., Shenzhen Hansitong Automotive Electronics Co., Ltd., and Future (Beijing) Black Technology Co., Ltd.

The companies that won the HUD AWARDS2023 Automotive Head-Up Display HUD Excellence Innovation Award are:

Shenzhen Ruisi Huachuang Technology Co., Ltd., Zhongqiang Optoelectronics Co., Ltd., Altizan Optoelectronics (Shanghai) Display Technology Co., Ltd., and Hefei Jiangcheng Technology Co., Ltd.

Congratulations to the above award-winning units, which demonstrate the extraordinary style of people in the HUD industry and lay a solid foundation for the development of HUD.

For more wonderful photo reviews of the booth conference, please scan the QR code to view

The success of this EAC exhibition benefits from the strong support and cooperation of all parties. Here, we would like to thank all exhibitors, buyers and people from all walks of life for their strong support and attention to this event. The 2024 (fifth) Automotive Head-Up Display (HUD) Forward-looking Technology Exhibition and Exchange Conference and EAC2024 Yimao Automotive Industry Exhibition will be held grandly at the Suzhou International Expo Center on June 21-22, 2024. We look forward to meeting you again!