Global and China Automotive Instrument Cluster and Head-up Display (HUD) Industry Report, 2016-2020
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Global and China Automotive Instrument Cluster and Head-up Display (HUD) Industry Report, 2016-2020 highlights the following:
1. Global and China automobile market
2. Instrument cluster and HUD market and industry
3. Development trends of instrument cluster and HUD
4. DLP, laser scanning and AR HUDs
5. Key vendors

HUD (Head-up Display) falls into windshield type (W-type) and combined type (C-type). It was initially mounted on GM Corvette in 2001, and then the first color HUD was launched by BMW in 2004. Global OEM HUD market size attained USD560 million in 2016, surging by 33% from a year earlier, and is predicted to leap to USD1,780 million in 2020. Market size and shipments of W-type were roughly USD530 million and 2 million sets respectively in 2016, and will expectedly move up to USD1,715 million and about 7 million sets in 2020; C-type saw market size of around USD30 million and shipments of 600,000 sets in 2016, and the figures are estimated to climb to USD65 million and 1.7 million sets respectively in 2020.

Nippon Seiki under Honda seizes a market share of over 50%. BMW, GM and Audi are the three major clients of Nippon Seiki, and their models including BMW 5 Series, 7 Series, X Series, Audi Q7 and GM Cadillac and Buick all carry Nippon Seiki’s HUDs. The company plans a capacity of 3 million units in 2020, most of which will be W-type. It now has 4 production bases in Japan, North America and the UK, and is building a new one in Miyoshi, Hiroshima Prefecture which is scheduled to come into production next year. Continental’s main clients are Mercedes-Benz, Audi and BMW, and its HUDs find application in Mercedes-Benz C Class, Audi A6 and A7 and BMW 3 Series. In January 2017, Continental and the U.S.-based Digilens reached a strategic cooperation agreement for development of AR-HUD. Denso primarily supports Toyota and Hyundai; Visteon is a supplier of PSA; BMW Mini bears Bosch’s HUD. 

In OEM market, C-type will expectedly see a declining market share due to poor user experience, and even Chinese automakers use few HUDs of such type, for example, Geely equips its Borui models with W-type. AR-HUD is the general direction of OEM. To achieve AR (augmented reality) of the true sense, DLP (digital light processing) projection technology is indispensable. AR-HUD will come out in 2018 and be the mainstream in 2021. However, for digital micromirror device (DMD), the core component of DLP projector, and related technologies are monopolized by Texas Instruments, coupled with complicated optical path and much higher price of DMD than TFT-LCD, DLP’s costs will seldom drop despite maturity of the technology for quite a few years. Therefore, laser scanning type HUD is likely to capture the market in the future, hopefully taking a share of 10% in OEM market in 2021, 25-30% in 2025.

As for aftermarket (AM), reflection-type TFT-LCD is dominant as DLP with more complicated optical path and higher internal temperature is unacceptable to AM manufacturers whose technology capabilities are relatively weak. With marked improvement in brightness of OLED, transparent OLED will be the development orientation of AM, but OLED for HUD will not appear in a short time because of little use in AM and monopoly of LG and Samsung in technology and capacity.

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1 Global and Chinese Automobile Markets
Global Sales of Light Vehicles, 2010-2020E
Global Sales of Light Vehicles by Region, 2014-2017
Automobile Sales in China, 2005-2017
Overview of Chinese Automobile Market, 2016

2 Automotive HUD and Instrument Cluster Market
OEM Market Size of Automotive HUD, 2015-2021E
Automotive HUD Shipments, 2016-2021E
Aftermarket HUD Shipments Worldwide, 2016-2021E
Distribution of OEM HUD Types by Technology, 2016-2025E
Distribution of Aftermarket HUD Types by Technology, 2016-2025E
Market Share of Major OEM HUD Vendors in the World, 2016
Global Automotive Instrument Cluster Market Size, 2016-2022E
Market Share of Major Automotive Instrument Cluster Makers in the World, 2016
Market Distribution of World’s Automotive Instrument Clusters by Type, 2016-2020E
Automotive Display Market
Market Share of World’s Key TFT-LCD On-board Display Vendors (by Shipment), 2016
Market Share of World’s Key TFT-LCD On-board Display Vendors (by Value), 2016
AMOLED On-board Display

3 Profile of HUD
HUD Falls into Windshield Type and Combined Type
Structure of W-type HUD 
Light Path of W-type HUD
Structure of C-type HUD
Parameters of Typical C-type HUD
Cheapest HUD
HUD of Audi A7
Anatomy of Audi A7 HUD
Exceedingly High Technical Threshold
Extreme Difficulty in Production

4 DLP HUD
HUD Basics -- VID
Obvious Superiority of DLP Performance
Problem about Resolution
Interpupillary Distance (IPD)
Comparison of HUD Technologies 
DLP is the Most Mature Technology with Best Performance Currently
Light Path of DLP-Type HUD

5 Laser Scanning HUD
PicoP Laser Beam Scan Engine of Microvision
MicroPicoP is Most Typical Laser Scanning
Pocket Projector Celluon PicoPro
Mitsubishi’s and Pioneer’s Laser Scanning HUDs Adopt the Patents of MicroVision
Laser Scanning HUD of Intersil
Laser Scanning HUD of Panasonic
DLP HUD of Panasonic
Jaguar’s First Use of OEM Laser Scanning HUD
Maxim’s Laser Scanning HUD 8-channel DAC and Bridged SoC
1st-generation Navdy DLP Hud is Priced at USD499
Analysis of Navdy

6 AR HUD
HUD Trend – Perfect Fusion of AR (Augmented Reality) with ADAS
Augmented Reality Head-Up Display 
Augmented Reality Head-Up Display ACC
AR HUD (of Continental) to be Used on KIA K9
AR HUD Requires Two to Three Display Layers
Continental Adopts Double-Layer Display as well

7 HUD and Instrument Cluster Vendors
Profile of Visteon 
Quarterly Revenue and Gross Margin of Visteon for Successive 12 Quarters
Revenue Breakdown of Visteon by Product, 2015-2016
Revenue Breakdown of Visteon by Region/Customer, 2013-2016
More Balanced Distribution of Visteon’s Customers, 2017
HUD Roadmap of Visteon
HUD Orders of Visteon
Profile of Nippon Seiki 
Revenue Breakdown of Nippon Seiki by Business, FY2013-FY2017
Revenue Breakdown of Nippon SeikiE by Region, FY2014-FY2017
Revenue Breakdown of Nippon Seiki by Customer, Q2/FY2016/2017
Technology Roadmap of Nippon Seiki
HUD Production Capacity of Nippon Seiki, FY2013-FY2021E
Production Bases of Nippon Seiki
Profile of Shanghai Nissei Display System Co., Ltd. 
HUD Subordinate to Instrumentation&Driver HMI Segment under Interior Business 
Global Footprints of Instrumentation & Driver HMI (ID) 
International Setup for HUDs
Use Example of Continental’s HUD
Typical HUD Parameters of Continental
Introduction to Pioneer SPX-HUD100
Pioneer LaserScan HUD
Bosch HUD for Mini 
Profile of Microvision
Revenue Breakdown of Microvision by Business, 2013-2016
Gross Margin of Microvision, Q1 2015 - Q3 2016
Products Adopting Microvision’s Patents
 

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