How much do you know about the HUD market: W-HUD occupies the mainstream, and domestic manufacturers promote the explosive growth of AR-HUD

Head-up display technology (HUD), as an advanced in-vehicle information display system, is centered on mapping key driving data such as vehicle speed and navigation instructions directly onto the windshield in front of the driver's field of vision, achieving seamless integration of information into the driving environment. The technology was initially applied in the aviation field, significantly improving pilots' operating efficiency and flight safety. Subsequently, with the rapid iteration of the automotive industry, it gradually became a standard configuration for high-end and even popular models, marking a major leap forward in automotive intelligence and safety.

In the wave of automobile intelligent transformation, the importance of HUD technology has become increasingly prominent. By reducing the driver's line of sight deviation and distraction, it not only greatly enhances driving safety, but also greatly improves the convenience and efficiency of driving. HUD allows the driver to instantly and intuitively grasp the vehicle status and navigation information without frequently switching lines of sight, so as to maintain focus on road conditions and build a solid line of defense for driving safety.

According to the different projection methods and positions, HUD can be divided into three categories: C-HUD, W-HUD and AR-HUD. Among them, W-HUD is the mainstream product in the current market. According to the intelligent cockpit configuration data analysis of Gasgoo Automotive Research Institute, from January to June 2023, W-HUD market share is as high as 91.8%, while AR-HUD and C-HUD only account for 5.8% and 2.4% of the market share respectively.

With the application of augmented reality technology in automobiles, AR-HUD has become a new window for human-vehicle interaction; technological progress and increased production have led to lower production costs, and the rise of domestic brands in the AR-HUD field has further promoted AR-HUD to become a popular configuration. In the first half of 2024, AR-HUD achieved explosive growth, with a market share of more than 26%.

From the perspective of the competition landscape of AR-HUD suppliers, from January to June 2023, Huayang Multimedia ranked first in market share with a market share of 27.5% due to its deep technical accumulation and market foundation in the AR-HUD field. In addition, Yili Electronics, Crystal Optech, LG and Chongqing Lilong also occupy a good market share. From January to June 2024, under fierce market competition, the share of domestic manufacturers continued to expand, and they have an absolute advantage in this technology field. Specifically, Yili Electronics, Huawei, and Crystal Optech maintained their lead, occupying 34.5%, 16.7% and 15.1% of the market share respectively, showing strong market competitiveness and brand influence, and gradually becoming the leaders in the industry.

When discussing the current cutting-edge trends in HUD, we have to mention the diversified development of PGU (picture generation unit) solutions, whose applications in HUD mainly include TFT, DLP, and LCoS technology paths. Among them, TFT technology is mature and has cost advantages, becoming the mainstream solution in the market.

From January to June 2023, the market share of TFT solutions reached 98.1%. Although it declined in the same period of 2024, it still maintained a high share of 93%. The LCoS product technology solution also accelerated mass production in 2024, with a market share of 4.4%. In addition, the market share of DLP solutions also increased from 1.8% to 2.3%.

DLP and LCoS solutions have their own advantages in terms of technology routes, and their rapid development is inseparable from the strong promotion of leading players such as Continental and Huawei. The DLP solution is led by many manufacturers, including Continental, Huayang Multimedia, Jiangcheng Technology and Jingwei Hirain, which provide advanced display solutions for models such as Lincoln Aviator, Lincoln Aviator, Trumpchi GS8, BAIC Cube, Nezha S, etc. In contrast, the market for LCoS solutions is mainly led by Huawei, and its supporting models include high-end models such as Wenjie M9, Yangwang U8 and Feifan R7.

As smart driving technology continues to mature and consumers' demand for safe and convenient driving experiences grows, HUD will become an indispensable part of automotive intelligence and networking. The further maturity and cost reduction of AR-HUD technology will promote its faster penetration into mid- and low-end models and achieve wider application and popularization.