Press Release
A Dialogue without Words: Head-up Displays Find Their
Way into Drivers' Field of Vision
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Head-up displays (HUD) available in ever more vehicle models worldwide
Continental presents world premiere of augmented-reality head-up display
Ready for production in 2017
Objects can be marked directly in the driver's field of vision
Key technology for building trust in automated driving
Babenhausen, Germany, July 2014. Since it was launched on the market, the head-up display
(HUD) has gone from being an innovation for luxury-class vehicles to a technology for the mass
market. It is not least thanks to its visible usefulness and improved technology that vehicle
manufacturers worldwide are increasingly using it in mid-range vehicles as well. As the supplier of
the first color HUD in 2003, Continental has become one of the leading providers. The international
automotive supplier is now unveiling the latest generation of HUDs in this strong growth market.
Equipped with augmented-reality technology, these HUDs can mark objects directly in the driver's
field of vision for the first time. With this capability, the innovative HUD can have a major hand in
gaining acceptance for automated driving. The augmented-reality head-up display (AR-HUD) can
show the driver what vehicle sensors such as radars and cameras can see and what driving
strategy the electronics have chosen as a result. The automotive supplier expects it to be ready for
production in 2017.
"With the latest generation of head-up displays, we are positioning ourselves as a technology
leader in a market that studies show has the potential to crack the billion mark as early as 2018,"
said Helmut Matschi, a member of Continental's Executive Board and head of the Interior division.
Worldwide, ten automotive manufacturers currently offer a head-up display as an option in a total
of 19 vehicle models. Continental estimates the global volume of installed head-up displays to be
around 1.5 million units for the current year. The automotive supplier expects this volume to more
than triple by 2018. According to market observers, the HUD market has the potential to be worth
billions by 2018.
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Your contact:
Vincent Charles, +49 511 938 1622
-2Continental offers a complete range of head-up displays. In addition to windshield head-up
displays, which produce an image on the windshield that appears to float above the hood,
Continental will be starting the volume production of combiner head-up displays in 2015. These are
intended for mid-range vehicles in particular. Instead of the specially adapted windshield, they use
a small separate screen as a reflective surface. Continental expects the HUD market to split into
two equal parts by 2018 – one for the windshield HUD and the other for the combiner HUD.
"As the supplier of the first-ever color head-up display in 2003, we are especially delighted to be
presenting another world premiere in this important technological field," Matschi went on to say.
"Thanks to augmented reality, head-up displays of the future will enable a dialogue without words
between the vehicle and driver. This will increase safety on the roads and build trust in existing
vehicle systems and new driving features such as automated driving."
Augmented reality – seeing is understanding
Continental has implemented an advanced pre-development version of this new technology for the
first time in a demo vehicle. It reflects full-color graphics into the real road view in the driver's field
of vision. The basis for this is "digital micromirror device" (DMD) technology, which is also used in
digital cinema projects.
The AR-HUD can display information from driver assistance systems, such as lane departure
warning and adaptive cruise control, in the driver's field of vision precisely and depending on the
particular situation. For example, it can show drivers which vehicle their vehicle system has
detected ahead. This instant visual confirmation provides important feedback that strengthens trust
in existing vehicle systems.
The AR-HUD can help increase the acceptance of automated driving as well. For example, it can
show the driver which vehicles, objects, and/or road markings have been detected and what
driving strategy has been chosen as a result. An automated overtaking maneuver can be
announced, for example, by highlighting the lane.
With sales of around €33.3 billion in 2013, Continental is among the leading automotive suppliers worldwide.
As a supplier of brake systems, systems and components for powertrains and chassis, instrumentation,
infotainment solutions, vehicle electronics, tires and technical elastomers, Continental contributes to
enhanced driving safety and global climate protection. Continental is also an expert partner in networked
automobile communication. Continental currently has approximately 182,000 employees in 49 countries.
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Your contact:
Vincent Charles, +49 511 938 1622
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Contact for journalists
Vincent Charles
Press Spokesperson for Innovation &
Technology, Continental AG
Vahrenwalder Strasse 9
30165 Hanover, Germany
Ph.: +49 511 938-1622
vincent.charles@conti.de
Enno Pigge
External Communications
Continental / Interior division
Sodener Strasse 9
65824 Schwalbach am Taunus, Germany
Ph.: +49 6196 87-2515
enno.pigge@continental-corporation.com
This press release is available in the following languages: German, English
Links
Online press portal:
www.continental-presse.de
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http://videoportal.continental-corporation.com/
Online media database: http://www.continental-mediacenter.com
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Your contact:
Vincent Charles, +49 511 938 1622