Continental has announced a new augmented reality head-up display (AR-HUD) which supplements the exterior view of the traffic conditions in front of the vehicle with virtual information for the driver. Production starts in 2017.

The AR-HUD was developed from the previous HUD but now the reflected information appears exactly where the information becomes a part of the driving situation. When navigating, for example, a virtual symbol inserted precisely into the exterior view shows the driver the way on the curve in front of the vehicle. When distance controls (adaptive cruise control, ACC) are enabled, a marking in the AR-HUD visualises which vehicle in front is detected by the assistance system.

Discover B2B Marketing That Performs

Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.

Find out more

“In a world that is becoming increasingly complex, the AR-HUD relieves the burden on the driver with a new quality of information. In the augmentation, we are connecting what the driver’s eyes see with explanatory information,” said Conti’s interiors chief Helmut Matschi.

“The AR-HUD is an important step in the direction of holistic human machine interfaces in cars for a more comfortable, more economic, and safer driving experience. Drivers receive all important information before their eyes in an easily comprehensible way. This is a major step against driver distraction and sensory overload, both now and in the future.”

Continental started production of the first color HUD for passenger cars in 2003.

The AR-HUD moves virtual information directly into the driver’s line of sight. It inserts full-colour graphics into the real road view in an approximately 130cm by 60 cm section of the driver’s field of vision at a distance of 7.5m. The basis for this is provided by digital micromirror device (DMD) technology, as is also used in digital cinema projects.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

The AR-HUD also supports the driver if the vehicle is in danger of unintentionally drifting out of a lane. When ACC is enabled, a crescent-shaped marking highlights the vehicle in front that is detected by the electronics.

Just Auto Excellence Awards - The Benefits of Entering

Gain the recognition you deserve! The Just Auto Excellence Awards celebrate innovation, leadership, and impact. By entering, you showcase your achievements, elevate your industry profile, and position yourself among top leaders driving automotive industry advancements. Don’t miss your chance to stand out—submit your entry today!

Nominate Now