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Augmented Reality Automotive Market by Function, Sensor Technology, Display Technology, Level of Autonomous Driving, Electric Vehicle, Vehicle Type And Region - Global Forecast to 2025

Augmented Reality Automotive Market: Global Forecast until 2025

  • September 2017
  • 187 pages
  • ID: 5117895
In this report:
The European market for AR HUD with LDW function is expected to register the a CAGR of ##.##% and ##.##%, by volume and value, respectively, and is anticipated to grow from ##.## thousand units in 2020 to ##.## thousand units by 2025.
The North American market for AR HUD with ACC function is expected to register a CAGR of ##.##% and ##.##%, by volume and value, respectively, and is anticipated to grow from ##.## thousand units in 2020 to ##.## thousand units by 2025.


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Quick technological advancement and growing consumer demand for advanced safety functions are anticipated to fuel the sector demand for the augmented reality automotive market

The augmented reality automotive market is estimated to rise at a compound annual growth rate of ~30.3 percent during the forecast period, to attain a market size of ~$8.0B by 2025. This highly advanced technology is anticipated to be launched in luxury and premium range of vehicles once it becomes commercially available in 2018-2019. The luxury car segment is one of the larger contributors to the overall luxury goods market.

This car segment is primarily led by the market demand for technologically advanced cars in developed countries including U.S., Germany (DE), United Kingdom (UK) and emerging markets including China and Brazil (BR) that have an rising number of affluent buyers. With increasing demand for in-vehicle safety functions and advanced technology, Original equipment manufacturers are increasingly combining connectivity and safety functions to preserve brand differentiation and attract consumers. The increase of such combinations could escalate the role for augmented reality head-up displays, which would integrate real-time advanced driver assistance systems with the safety functions of AR HUD.

Passenger car is the quickest increasing segment of the augmented reality automotive market

Passenger cars are projected to account for the biggest share of the augmented reality automotive market.The market increase in the segment can be accredited to the increasing demand for advanced technology in passenger cars.

The need to monitor multiple in-vehicle displays can be a cause of distraction for the driver, triggering potential dangerous situations on the road.The AR HUD will enhance safety by displaying all the info required by the driver on the windshield of a vehicle in the driver's line of sight.

The AR HUD, when integrated with active and passive systems, will assist a driver in avoiding crashes. The industry demand for such advanced technology is anticipated to growth in developing and developed countries including the U.S., Germany (DE), United Kingdom, China (CN), and Japan (JP), where there is high adoption of advanced in-vehicle safety technologies.

Semi-autonomous is the quickest increasing segment of the augmented reality automotive market, by level of autonomous driving

With the growth in demand for semi-autonomous functions, the penetration of semi-autonomous vehicles is anticipated to increase in the next years.The sector demand for semi-autonomous vehicles is influenced by the need for a more comfortable and safe driving experience that will provide enhanced safety, even in potentially dangerous driving circumstances.

Additionally, technologically driven firms and Original equipment manufacturers are collaborating to make semi-autonomous vehicles a safe mode of transportation, thereby engaging consumer curiosity.Semi-autonomous driving capabilities, which use adaptive cruise control and advanced sensor technologies, can help the vehicle to offer exhaustive information to the driver on vehicle data and external environment.

The semi-autonomous functions will not only alert the driver of potential dangers but will also have advanced control capabilities, reducing the stress of driving for the driver. Since the AR HUD will make this information available in the driver's field of view, it will enhance the safety of the vehicle and the passengers.

OLED, AMOLED: Fastest increasing display technology of the augmented reality automotive market

The other advanced display technologies including OLED, AMOLED, etc. are widely used in consumer electronics applications including television displays, smartphones, and others. These advanced display technologies allow flexibility in design and color and provide an enhanced visual appeal. They offer superior quality images and brighter displays as distinguished to LCD and TFT-LCD display panels. Nevertheless, these display technologies are not frequently used in automotive applications due to low-temperature resistance and durability of these panels for automotive functions. The market demand for visually appealing and legible augmented reality imagery will grow with growing integration of advanced driver assistance systems in AR HUD. The semi-autonomous and autonomous passenger cars and electric vehicles are anticipated to be equipped with advanced AR HUD. This is predicted to push the demand for advanced display technology panels at a quick rate.

Key players' distribution profiles:

The market research includes industry insights specified by different market experts, ranging from equipment suppliers to Tier-1 firms and Original equipment manufacturers. The break-up of the primaries is like:

• By Company category: Tier-1 - 45.0 percent, Tier-2 - 32.0 percent, and OEM - 23.0 percent

• By Description: C-suite - 35.0 percent, D-suite - 25.0 percent, Others - 40.0 percent

• By Area: North America (NA) - 35.0 percent, EU - 35.0 percent, Oceania/Asia - 25.0 percent, RoW - 5.0 percent

• MicroVision, Incorporated

• Nippon Seiki Co, Limited

Segment Research

The augmented reality automotive market has been broken down by function, AR HUD navigation, AR HUD adaptive cruise control, and AR HUD lane departure warning), sensor technology (radar, Lidar, image, and sensor fusion), display technology (TFT-LCD and other advanced technologies), electric vehicle (battery electric vehicle and other, level of autonomous driving (conventional and semi-autonomous), vehicle type (passenger cars and commercial vehicles) and area (Oceania/Asia, Europe (EU), North America continent, and Rest of the globe). The sector has been projected in terms of quantity ('000 units) and value.

Why Purchasing This Study Can Help You:

This industry report includes several levels of analysis, including industry review (factor analysis and Porter's Five Forces) and company descriptions and competitive leadership study, which together comprise and examine the basic overviews on the emerging and high-growth segments of the augmented reality automotive market, opposing landscape, high-growth areas and territories, government actions, and market dynamics including drivers, market restraints, alternatives, and opportunities.

The analysis allows new sector entrants/smaller companies to comprehend the industry better to help them acquire a larger market share. Companies obtaining the market research could use any one or an aggregation of the below-mentioned four strategies (industry development, product improvement/innovative projects, industry diversification, and opposing assessment) to enhance their rank in the sector.

The industry report offers business insights with reference to the following points:

• Market Development: The study offers highlighted information about profitable emerging sectors. The analysis examines the augmented reality automotive market for all vehicle types across localities.

• Product Development/Innovative products: The market research affords in-depth understanding about Research&development activities, up-on-coming technologies, and recent product launches in the augmented reality automotive market across all areas.

• industry diversification: The industry report offers exhaustive information about untapped sectors, market investments, recent products, and recent evolutions in the augmented reality automotive market.

• opposing assessment: The study affords an detailed assessment of strategies, products, and manufacturing competences of key players in the augmented reality automotive market.

• Vendor DIVE Review: The analysis offers company-level mapping of net sales, increase rate of a company's net sales, global regional presence, company's presence/plans in emerging countries, mapping of inorganic and organic developments, manufacturing plants, company's presence in the OE and aftermarket segments, product offerings (breadth and depth), new industry product developments in recent years, and R&D expenditure, among others.

• Company-wise product and business strategy scorecards: The market research affords company level study and evaluation of product offering category containing the breadth of offering, product innovation, and market presence (OEM and aftermarket) and company level review and evaluation of business strategies including company's reach, revenue increase, infrastructure and clientele, inorganic rise (on the basis of partnerships, collaborations, and acquisitions) and organic increase (on the basis of geographic expansion and new product improvement).

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