Press Release
AR-HUD: Introduction and Overview
Continental Gives First Look at Augmented Reality
Head-Up Display for Improved Driver Information
 Augmented Reality in the Head-up Display (AR-HUD) supports drivers with situational
information, which appears in the real exterior view of the traffic situation
 By enriching the real driving environment, the HUD is developing into a new interactive
concept from its original function as primarily an ergonomic display
 Continental’s demo vehicle illustrates the AR-HUD motto: seeing is understanding
Babenhausen, Germany, July 2014. The international automotive supplier Continental is
presenting a new evolutionary stage of its head-up display (HUD). The Augmented Reality HUD
supplements the exterior view of the traffic conditions in front of the vehicle with virtual information
(augmentations) for the driver. The AR-HUD was developed from the previous HUD, but now the
reflected information appears exactly where the information becomes a part of the driving situation.
When navigating, for example, a virtual symbol inserted precisely into the exterior view shows the
driver the way on the curve in front of the vehicle. When distance controls (Adaptive Cruise
Control, ACC) are enabled, a marking in the AR-HUD visualizes which vehicle in front is detected
by the assistance system. Continental is planning production readiness of an Augmented Reality
Head-up Display in 2017.
"In a world that is becoming increasingly complex, the AR-HUD relieves the burden on the driver
with a new quality of information. In the augmentation, we are connecting what the driver's eyes
see with explanatory information," said Helmut Matschi, a member of the Executive Board at
Continental and head of the Interior division, about the technology, which is at an advanced
development stage and integrated into a demo vehicle. "The AR-HUD is an important step in the
direction of holistic human machine interfaces in cars for a more comfortable, more economic, and
safer driving experience. Drivers receive all important information before their eyes in an easily
comprehensible way. This is a major step against driver distraction and sensory overload, both
now and in the future."
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-2With the AR-HUD Continental is continuing a development path that began in 2003, when the
company started the production of the first color HUD in a passenger car. Continental has already
established an ergonomically impressive display technology with the current version of the HUD.
As an information filter, the HUD reflects selected information that is directly related to driving in full
color in the windshield, where the driver can read it easily without looking away from the road. The
HUD is contributing to the vision of accident-free driving as part of a human machine interface
(HMI).
"Every driver can experience the benefits of HUD technology, so we are expecting rapidly
increasing equipment quotas in the near future," said Eelco Spoelder, head of the Continental
Instrumentation & Driver HMI business unit. "The AR-HUD is the next step in the evolution of the
HMI into a holistic display and operating system for growing requirements. The AR-HUD function is
creating a real dialog between the driver and vehicle."
The technology behind the AR-HUD
The AR-HUD moves virtual information directly into the driver's line of sight. The AR-HUD inserts
full-color graphics into the real road view in an approximately 130 cm-wide by 60 cm-high section
of the driver's field of vision at a distance of 7.5 meters. The basis for this is provided by digital
micromirror device (DMD) technology, as is also used in digital cinema projects. Continental will
bring this projection technology into series production as early as in 2016. Three possible
applications are realized in connection with driver assistance systems in the Continental demo
vehicle. For example, the AR-HUD supports the driver if the vehicle is in danger of unintentionally
drifting out of a lane. The AR-HUD also supports the use of ACC (Adaptive Cruise Control). When
ACC is enabled, a crescent-shaped marking in the AR-HUD highlights the vehicle in front that is
detected by the electronics.
"This starts a new interaction between the vehicle and the driver. The vehicle shows the driver
what the assistance systems can see and what they are doing. This creates trust and will also help
to create acceptance for current and future driving functions," said Spoelder.
Lastly, the AR-HUD reflects navigation information in the real exterior view. This allows the driver
to know at which point they should turn, without having to look back and forth between the
navigation screen and the road.
"Our many years of experience with HUD technology helped significantly with the development of
the AR-HUD," said Spoelder. "However, generating the augmentation in the AR-Creator was
completely new territory."
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-3Based on camera and radar data from the vehicle sensors -- taking into account the vehicle
dynamics data, and digital map data, and GPS positioning -- this control unit calculates a model of
the real exterior view from the driver's perspective and can position the augmentations at the
correct visual point.
"The quality of the human machine interface in the vehicle is fundamentally changing with the ARHUD," summarized Spoelder. "The information appears where the driver intuitively looks first – in
the direction of travel. Information can hardly be transmitted in a more ergonomic and intuitively
comprehensible way. This augmented reality technology places Continental in a leading role for
HUD development."
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 employs around 182,000 people in 49 countries.
The Automotive Group with its three divisions Chassis & Safety (sales of approximately €7.3 billion in 2013,
roughly 36,500 employees), Powertrain (sales of approximately €6.3 billion in 2013, roughly 32,400
employees) and Interior (sales of approximately €6.6 billion in 2013, roughly 34,400 employees) achieved
sales of approximately €20 billion in 2013. The Automotive Group is present in more than 170 locations
worldwide. As a partner of the automotive and commercial vehicle industry, it develops and produces
innovative products and systems for a modern automotive future, in which cars provide individual mobility
and driving pleasure consistent with driving safety, environmental responsibility, and cost-efficiency.
The Chassis & Safety division develops and produces electronic and hydraulic brake and chassis control
systems, sensors, driver assistance systems, airbag electronics and sensors, windshield washer systems,
and electronic air suspension systems. Its core competence is the integration of active and passive driving
safety into ContiGuard. The Powertrain division integrates innovative and efficient system solutions for
vehicle powertrains. The comprehensive range of products includes gasoline and diesel injection systems,
engine management and transmission control, including sensors and actuators, as well as fuel supply
systems, and components and systems for hybrid and electric drives. Information management is at the very
heart of the Interior division, which provides a range of products that includes instrument clusters and
multifunctional displays, control units, electronic car-entry systems, tire-monitoring systems, radios,
multimedia and navigation systems, climate control systems, telematics solutions, and cockpits.
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Your contact:
Enno Pigge, phone: +49 6196 87-2515
-4Contact for journalists
Enno Pigge
External Communications
Continental / Interior division
Sodener Strasse 9
65824 Schwalbach am Taunus, Germany
Phone: +49 6196 87-2515
enno.pigge@continental-corporation.com
This press release is available in the following languages: German, English
Links
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Your contact:
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