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A new market report from Omdia, notes that Google, Apple, and Amazon are poised to become the dominant gatekeepers for entertainment content flowing to new cars. With a projected growth rate of 18%, there will be around 900M so-called “connected cars” on the road by 2030. That’s a larger market than pay TV, for example, so represents a huge opportunity for these gatekeepers and content providers.
Simultaneously, these connected cars will be adding more and more screens to provide video and gaming services for the passengers. How will drivers manage this additional content flowing into the vehicle without it becoming an increasing source of distraction? That’s a possibility which is why automakers and Tier 1 suppliers are interested in beefing up the capabilities of Head-up Displays (HUDs). An AR or 3D HUD can provide traditional dashboard information as well as alerts and tracking information to help keep the driver’s attention on the road and away from other sources of distraction. In fact, BMW has gone so far as to suggest that HUDs will replace direct-view screens for the driver in less than 10 years.
The trend toward more screens inside vehicles and the advancement of ADAS and connected car technology all point to growth in automotive displays. A recent report by the Korea Display Industry Association (KDIA) projects 7.8% growth rate for direct-view automotive displays for the next few years. Other market research firms are forecasting a 30% growth rate over the next 5-6 years for HUDs, a significant rate.