Hyundai’s mobility arm is planning futuristic holographic windshield displays

Hyundai Mobis has partnered with the tech company Zeiss to create next-generation holographic windshield displays for vehicles. 

The new high-tech display — being developed by Hyundai’s mobility division in collaboration with the optical company Zeiss —  is aimed at enhancing vehicle safety by enabling a driver to view pertinent driver information at once without having to move their line of sight from the road ahead, according to a Hyundai Mobis PR News release.

Full view: The holographic display – which will extend across a vehicle’s windshield in the plane where a driver's eyes naturally gaze – will provide the driver and front-seat passenger with a host of advanced viewing features.

• Drivers will have a panorama view of information such as driving speed, navigation routes, and speed limit warnings all at once.

• Front-seat passengers will have the ability to watch movies or other videos displayed from the vehicle’s windshield.

• The tech will be capable of displaying incoming video calls, with the face of the caller depicted on the windshield.

The holographic displays – scheduled to go into mass production as early as 2027 – are intended to redefine traditional vehicle infotainment systems.

Why it matters: The ability to display information directly on a vehicle’s windshield is indicative of the growing number of innovations being adopted by automakers to enhance in-vehicle experiences. 

Holographic displays also align with Hyundai’s autonomous vehicle strategy – like the automaker’s newly announced partnership with Waymo – in which the windshield would provide passengers with a more robust infotainment experience. However, the technology could also face some opposition in the market. 

• The adoption of holographic displays is likely to raise some safety concerns, given studies that have shown that more in-vehicle technology can lead to distracted driving. 

• Research has also shown many consumers prefer more hands-on tech and view features like passenger screens as “not necessary,” according to a J.D. Power study.  

Whether or not holographic displays on the windshield help to alleviate these concerns remains to be seen. 

Final note: For the fourth consecutive year, Hyundai has ranked as the highest mass market brand overall when it comes to tech innovations, according to J.D. Power, which speaks to Hyundai's viability to help drive the mass adoption of technology such as the holographic windshield displays. Genesis, Hyundai’s luxury counterpart, has ranked as the highest luxury brand overall in the annual J.D. Power tech report.

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