Automotive industry: windshield the new AR platform


Drivers can expect to see augmented reality images on the windshields of more vehicles in the years to come. Three partnerships announced last month aim to produce heads-up displays that place windshield information in the driver’s field of vision so they don’t have to take their eyes off the road.

Augmented reality superimposes digital images on the real world that the user sees through a screen. In the case of head-up displays, also known as heads-up displays, this screen is the windshield.

The companies that made the recent head-up display announcements noted that this technology allows them to deliver safety alerts and navigation information via digital images in the driver’s field of vision. One of them said he also plans to provide passengers with information on points of interest along the way.

A head-up display offers the driver “a window into an unprecedented mix of virtual and real world” Vitaly Ponomarev, founder and CEO of WayRay, said in a December 14 Press release announcing the company’s partnership with an electric vehicle manufacturer Automotive Karma.

Make driving safer, more informative and fun

WayRay and Karma will collaborate to incorporate WayRay’s True Augmented Reality (True AR) and Deep Reality Display technology into future Karma vehicles. This technology generates virtual images on several depth planes, integrating them into the real world. Applied to Karma vehicles, it will provide drivers with the information they need and passengers with animated point-of-interest data.

“WayRay’s technology will make driving safer, more informative and more entertaining” Shen Zhang, vice president of electrical and electronic engineering at Karma Automotive, said in the press release.

In another recently announced partnership, StradVision and LG Electronics will develop a cockpit instrument platform based on augmented reality. This solution will integrate StradVision’s SVNet camera perception software, which among other things allows vehicles to detect objects outside the car, even in difficult weather conditions and low light.

“We look forward to further expanding our collaboration with LG Electronics to develop advanced technologies for a safer road environment and to discover new business opportunities,” said the CEO of StradVision. Junhwan Kim stated in a Friday (December 17) Press release the announcement of the partnership.

Create a safe and immersive experience

The company reported that more and more automakers are looking to adopt augmented reality solutions in their vehicles, as it allows drivers to keep their eyes on the road and perceive their surroundings with precision.

Another component of augmented reality systems is offered by Spectral, an optical and imaging technology start-up that Volvo cars recently invested through its Volvo Cars Tech Fund. One of Spectralics’ products is a thin optical film that can be applied to transparent surfaces.

When applied to the windshield of a car, it can then overlay images such as those used for a heads-up display. Volvo Cars noted that this overlays real-world images in the driver’s field of vision to create a safe and immersive experience.

“Spectralics is an exciting company with very promising technology” Henrik Green, product manager at Volvo Cars, said on 23 November Press release the announcement of the investment. “By supporting their development, we can showcase the potential their products may have in future Volvo cars. “

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