Automotive augmented reality (AR) is a technology that uses AR to display elements not seen in the physical world. This can be accomplished with the help of head-up displays (HUDs) and guidance systems used to assist drivers in navigation. The technology was developed to prevent the growing incidence of collisions and accidents.
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The availability of advanced cellular network technologies has encouraged the development of AR-based infotainment systems. These systems can display crucial vehicle details such as speed to alert the driver with warnings to prevent any unforeseen mishaps. For instance, Harman International recently showcased its HUD that can display street signs over intersections.
Enhancing the Safety of Passenger Cars
Major applications of automotive AR are focused on passenger cars and commercial vehicles. Passenger cars are expected to be the fastest growing segments due to steady adoption rate of these vehicles by consumers. For instance, the Hyundai Genesis has a HUD that warns the driver about the proximity of other vehicles in the traffic lane. The information is displayed on at a visible distance of the driver to prevent any distractions.
Toyota Corporation has licensed the rights to its proprietary automotive AR technology that can display vital car information on the windshield. It has implemented the technology on its own cars, namely the Prius. Other automotive manufacturers are experimenting with the technology by using it in modified vehicles or self-driving cars.
Market Outlook
The global automotive augmented reality market is anticipated to expand at a stable growth rate over the forecast period (2012-2022), according to a report on Radiant Insights, Inc. This can be credited to adoption of AR glasses and demand for HUDs in low and medium segment cars.
Technological advances in collision avoidance systems and advanced driving assistance systems (ADAS) are expected to positively affect the market. Developments in self-driving cars by major conglomerates such as Alphabet are projected to spur market demand over the forecast period. Key market players include BMW Group, Robert Bosch GmbH, Garmin International, and Continental AG. Future market growth opportunities exist in sales and aftermarket services of automotives.
Enhancing the Safety of Passenger Cars
Major applications of automotive AR are focused on passenger cars and commercial vehicles. Passenger cars are expected to be the fastest growing segments due to steady adoption rate of these vehicles by consumers. For instance, the Hyundai Genesis has a HUD that warns the driver about the proximity of other vehicles in the traffic lane. The information is displayed on at a visible distance of the driver to prevent any distractions.
Toyota Corporation has licensed the rights to its proprietary automotive AR technology that can display vital car information on the windshield. It has implemented the technology on its own cars, namely the Prius. Other automotive manufacturers are experimenting with the technology by using it in modified vehicles or self-driving cars.
Market Outlook
The global automotive augmented reality market is anticipated to expand at a stable growth rate over the forecast period (2012-2022), according to a report on Radiant Insights, Inc. This can be credited to adoption of AR glasses and demand for HUDs in low and medium segment cars.
Technological advances in collision avoidance systems and advanced driving assistance systems (ADAS) are expected to positively affect the market. Developments in self-driving cars by major conglomerates such as Alphabet are projected to spur market demand over the forecast period. Key market players include BMW Group, Robert Bosch GmbH, Garmin International, and Continental AG. Future market growth opportunities exist in sales and aftermarket services of automotives.
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