Skip to main content

Augmented Reality Applications will Transform Vehicles

Car manufacturers are both excited and cautious about how new technology is reshaping their industry. As an example, innovative automotive applications for Augmented Reality (AR) and Virtual Reality (VR) will redefine the vehicle driving and ownership experience, according to the latest worldwide market study by ABI Research.

AR Heads-Up Displays (HUDs) will enable advanced autonomous vehicle operation by painting 3D navigation instructions onto road geometry, highlighting moving obstacles like crossing pedestrians, and enhancing driver awareness of autonomous operation.

By 2025, ABI Research analysts predict that more than 15 million AR HUDs will ship -- with more than 11 million to be embedded solutions. However, there are numerous issues that must be resolved, in order for mainstream market development to blossom.

Automotive Use Cases for AR/VR Technology

"Automotive OEMs need to address technological challenges before AR HUDs hit the mainstream market," says Dominique Bonte, vice president at ABI Research.

These challenges include how to capture and interpret road geometry through computing intensive sensor fusion, precise vehicle positioning, laser projection, driver monitoring via inward facing cameras, and designing sophisticated algorithms to generate precise augmentation content in the viewing field of the driver.

Leading car OEMs exploring AR interfaces include Faraday Future, Ford, Hyundai, JLR, Hyundai, and PSA. Technology suppliers include Continental and its subsidiary Elektrobit, as well as Denso and WayRay.

AR automotive technology extends beyond HUDs, with other use cases including AR manuals, which Audi and Ford recently launched, and see-through applications that combine vehicle-to-vehicle (V2V) communications with AR and future 5G low latency wireless broadband connectivity to enhance driver visibility.

Exploring Market Development Opportunities

Car OEMs like Mercedes-Benz and Volvo are exploring VR automotive applications through virtual pre-sales experiences to boost online vehicle marketing business models. Faraday Future is also using VR, but to design vehicles, saving costs in building prototypes and accelerating the time to market.

Nonetheless, with automotive OEMs expecting augmented reality applications to transform vehicle manufacturing and maintenance processes, AR HUDs run the risk of cognitive overload caused by displaying location-based advertising messages or any other type of secondary, infotainment information.

"It will be critical to use AR sparingly, in a minimalistic way, and only to display relevant, contextual information when needed to improve the driver's perception of the road environment and reducing response times," concludes Bonte.

Popular posts from this blog

Industrial Cloud Computing Apps Gain Momentum

In the manufacturing industry, cloud computing can help leaders improve their production efficiency by providing them with real-time data about their operations. This has gained the attention of the C-suite. Total forecast Industrial Cloud platform revenue in manufacturing will surpass $300 billion by 2033 with a CAGR of 22.57 percent, driven by solution providers enhancing platform interoperability while expanding partner ecosystems for application development. ABI Research found the cloud computing manufacturing market will grow over the next decade due to the adoption of new architectural frameworks that enhance data extraction and interoperability for manufacturers looking to maximize utility from their data. Industrial Cloud Computing Market Development "Historically, manufacturers have built out their infrastructure to include expensive data housing in the form of on-premises servers. The large initial upfront cost of purchasing, setting up, and maintaining these servers is

AI Semiconductor Revenue will Reach $119.4B

The Chief Information Officer (CIO) and/or the Chief Technology Officer (CTO) will guide Generative AI initiatives within the large enterprise C-Suite. They may already have the technical expertise and experience to understand the capabilities and limitations of Gen AI. They also have the authority and budget to make the necessary investments in infrastructure and talent to support Gen AI initiatives. Enterprise AI infrastructure is proven to be expensive to build, operate and maintain. That's why public cloud service provider solutions are often used for new AI use cases. AI Semiconductor Market Development Semiconductors designed to execute Artificial Intelligence (AI) workloads will represent a $53.4 billion revenue opportunity for the global semiconductor industry in 2023, an increase of 20.9 percent from 2022, according to the latest worldwide market study by Gartner. "The developments in generative AI and the increasing use of a wide range AI-based applications in data c

Demand for Quantum Computing as a Service

The enterprise demand for quantum computing is still in its early stages, growing slowly. As the technology becomes more usable, we may see demand evolve beyond scientific applications. The global quantum computing market is forecast to grow from $1.1 billion in 2022 to $7.6 billion in 2027, according to the latest worldwide market study by International Data Corporation (IDC). That's a five-year compound annual growth rate (CAGR) of 48.1 percent. The forecast includes base Quantum Computing as a Service, as well as enabling and adjacent Quantum Computing as a Service. However, this updated forecast is considerably lower than IDC's previous quantum computing forecast, which was published in 2021, due to lower demand globally. Quantum Computing Market Development In the interim, customer spend for quantum computing has been negatively impacted by several factors, including: slower than expected advances in quantum hardware development, which have delayed potential return on inve