Automotive Augmented Reality Market

Market Overview

The global automotive augmented reality market size was valued at USD 575.23 million in 2022. It is estimated to reach USD 2,548.25 million by 2031, growing at a CAGR of 17.99% during the forecast period (2023–2031). Factors like increasing adoption of connected vehicles and growing awareness regarding road safety drive the market growth.

In an interactive environment known as automotive augmented reality, a car can be virtually offered in the form of visuals, audio, haptic (the ability to touch anything), somatosensory information (the capacity to respond to stimuli such as temperature), etc. Customers are demanding increased safety, assistance in navigation, and other technical functions in their cars to reduce the risk of a human mistake while driving. The development of windshield augmented reality head-up displays (AR HUDs) is expected to address all such consumer demands. AR HUDs enhance the driver experience with the help of see-through displays and windshield projectors to give the driver more information about their surrounding environment, conditions, and vital vehicle information, without distracting that person from driving. Moreover, augmented reality combined with computer vision and IoT improve the core of advanced navigation solutions and ADAS systems.

Market Dynamics

Global Automotive Augmented Reality Market Drivers:

Increasing Adoption of Connected Vehicles

Vehicles integrated with internet connectivity and a WLAN are said to be connected vehicles. Connected vehicles can access data, send data, download software and patches, communicate with other Internet of Things (IoT) devices, and provide WiFi for onboard passengers. Over the past decade, technological advancements in connected vehicles have helped drivers with safety, security, navigation, infotainment, diagnostics, and remote payment features. Many connected vehicles are equipped with head-up display (HUD) technology that overlays crucial information onto the screen in front of the driver, indicating directions and speed.

Automakers are adopting AR-enabled HUD to make cars safer for drivers, passengers, pedestrians, cyclists, and animals. AR-enabled HUDs overlay graphics that can interact with actual objects while utilizing vehicle sensor data when driving, eliminating the driver assistance systems that consist of audible alerts and flashing symbols to highlight any potential hazards. Furthermore, navigation can be seamless, with an animated arrow displayed when a turn needs to be made. AR-enabled HUD can include multi-modality, enabling drivers to interact with the systems in multiple ways, thereby driving the market growth.

Growing Awareness Regarding Road Safety

According to the World Health Organization, about 1.3 million people die on the roads worldwide, and 20-50 million are injured annually. Road design, improved vehicle standards, and better emergency care also help save many lives. Many countries are now implementing targets for road safety performance indicators. A HUD system, in combination with AR technology in a vehicle, matches augmented driving‐safety information with the information on other vehicles and pedestrians in the real world and offers the information to the driver in real-time through a transparent display installed in front of the driver, fitting the driver's view.

In addition, a study by the Industrial Strategic Technology Development Program of the Ministry of Trade, Industry, and Energy (MOTIE) in Korea tested an AR-based HUD system on roads that achieved a 72% recognition rate regarding other vehicles and a 74% recognition rate regarding pedestrians. This is anticipated to drive the usage of augmented reality in automobiles to improve road safety.

Global Automotive Augmented Reality Market Restraint:

Threat of Cyber Security due to Vehicle Telematics and Internet Connectivity

Augmented reality (AR) HUD projects real-time data to enable drivers to stay focused on roads for their convenience and passengers' safety. The data seen in the windshield consists of warning signals, speed, and navigation displayed directly on the screen. AR HUD enables vehicles to communicate more information than a traditional dashboard. AR HUD is widely used in connected devices that access data, send data, download software and patches, communicate with other Internet of Things (IoT) devices and provide WiFi for onboard passengers.

Like any other IoT device, connected vehicles are also prone to risks since all the IoT devices interact with the internet, and the internet is known as an insecure network. The significant data security and privacy issues include maintaining the data's confidentiality, integrity, and availability. All kinds of data, such as driver safety, personal information, location, infotainment, vehicle diagnostics, and remote payment, could be compromised by cyber-attack. As a result, this is likely to slow down augmented reality's spread in the auto industry.

Global Automotive Augmented Reality Market Opportunities:

Development of 5G 

5G wireless technology is the 5th generation mobile network. It is specially designed to fulfill the demands of current technological trends, including significant data growth and almost global connectivity, along with the increasing interest in the Internet of Things (IoT). In its initial stages, 5G technology is anticipated to work with the existing 4G Technology and move on as a fully independent entity in subsequent releases. In addition, 5G wireless technology is meant to deliver higher peak data speeds, ultra-low latency, more reliability, massive network capacity, increased availability, and a more consistent user experience to more users.

Further safety information, such as roadwork, swiftly moving emergency vehicles, and visually hidden pedestrians about to cross the street, can be provided to the user over 5G before it is visible. The driver will be assisted by these Advanced Driver Assistance Systems (ADAS) in driving safely and preventing collisions. 5G is expected to connect billions of devices in smart cities and smart homes to smart vehicles and provide a safer and more efficient place to live. Thus, the development of 5G creates lucrative opportunities for the market players to grow.

Regional Analysis

North America Dominates the Global Market

Based on region, the global automotive augmented reality market is bifurcated into North America, Europe, Asia-Pacific, and RoW.

North America is the most significant shareholder in the global market and is projected to grow at a CAGR of 16.76% over the forecast period. The rise in automation and a growing emphasis on safety in the automotive sector is the critical factor for the growth of the market in the North American region. Among the North American countries, the U.S. held the highest revenue owing to the rise in AR in the automotive industry. The U.S. vehicle manufacturers such as Texas Instruments, Delphi Technologies, and General Motors held a significant market share in the global automotive augmented reality market. In addition, strict legal and regulatory standards have mandated the inclusion of anti-collision sensors in motor vehicles in the U.S. The NHSTA, the federal agency regulating motor vehicle safety, has made it mandatory to use anti-collision sensors in light and heavy-duty vehicles to reduce the number of rear-end road accidents. Further, increasing demand for automation and safety in light-duty passenger and heavy-duty passenger vehicles is anticipated to drive the growth of the  market. The increasing use of UAVs in commercial and aerospace applications creates opportunities for developing the market in the North American region.

Asia-Pacific is anticipated to grow at a CAGR of 20.56% over the forecast period. In Asia-Pacific, global firms expect augmented reality sensors to be manufactured in higher numbers owing to the rising emphasis on vehicular safety. The government initiatives to regulate traffic and road accidents promote the growth of automobile automation, thus boosting the development of the automotive augmented reality market in the Asia-Pacific region over the forecast period. In addition, the Industrial Revolution in East Asia regions such as China, Japan, and Korea have expanded the automotive, food and beverage, and electronics industry, thus boosting the growth of automotive augmented reality in the Asia-Pacific region. The increasing demand for safety features to reduce collisions in railways, automobiles, aerospace, and defense industries drives the need for the market in the Asia-Pacific region.

Furthermore, China and India are among the countries with the largest railway network in the world. In India, 53 percent of the 586 train accidents in the last five years were due to derailments that can be avoided using anti-collision sensors. In addition, the leading automotive companies in the Asia-Pacific region are Aisin Seiki Co. Ltd. and Denso Corporation, based in Japan, which promote augmented reality market growth.

Europe is among the world's biggest producers and consumers of motor vehicles. The increasing investments in the automotive industry for automated vehicles and the inclusion of additional safety features in passenger vehicles boost the automotive augmented reality market in the European market. In addition, the automotive industry is the largest private investor in R&D in Europe, with almost EUR 54 billion invested annually. The addition of effective vehicle safety systems is increasing owing to the European Commission's rising focus on road safety, thus promoting the growth of augmented reality sensors in Europe. Further, the presence of automotive and industrial players such as Robert Bosch, Continental, Z.F. Friedrichshafen, Siemens, and NXP Semiconductors N.V. promotes the growth of the European market.

RoW comprises Latin America and the Middle East and Africa. The rapidly growing adoption of autonomous vehicles promotes the automotive augmented reality market in the Latin American region. Growing industrial automation and the rising use of augmented reality sensors across various industrial applications drive Latin America's market. In addition, the increasing expansion of the metal and mining industries in the Middle East and Africa region promotes the market in the African area. Collision avoidance systems can help mine operators minimize the risk of accidents and injury, translating into cost reductions and efficiency improvements. Further, the growth of foreign investors in the automotive industry is creating tremendous growth opportunities for the market in the Middle East region.

Segmental Analysis

The global automotive augmented reality market is divided by sensor technology and vehicle type.

Based on sensor technology, the global market is bifurcated into radar, LiDAR, CCD/CMOS image sensors, and sensor fusion. 

The CCD/CMOS image sensors segment is the highest contributor to the market share and is estimated to grow at a CAGR of 15.99% during the forecast period. Camera sensors, also known as image sensors, are part of the camera's hardware that captures light and converts it to an image format. The captured image is stored on a memory card as a picture file with the help of the amplification process. There are two significant types of camera sensors, CMOS sensors (complementary metal-oxide-semiconductor) and CCD sensors (charge-coupled devices). In addition, the camera sensor is currently the most prominent sensor in advanced cars, while other sensors are also used in these vehicles. The camera is widely available and also cost-effective. They also provide scene interpretation benefits as compared to other sensors. The growing demand for autonomous vehicles is driving the growth of camera sensors. In addition, the rising use of camera sensors in Unmanned Aerial Vehicles (UAVs) is promoting the development of the market.

The radar sensor is the most usable technology in the automotive augmented reality market. Radar is the detection system that uses radio frequencies to detect objects in the two-dimensional recognition area. The radar sensors in the vehicle collision avoidance systems are placed at the front of the vehicles to detect the presence of moving objects in their path and predict their speed and direction. It also helps drivers to calculate how to maintain a safe distance from surrounding vehicles. In addition, radar sensors are most suitable for outdoor applications owing to their high independence in weather conditions. In addition, radar works both day and night and has a greater range than LiDAR, up to 200 meters. The long range of radar operations over other sensors is anticipated to boost the demand for radar sensor technology in the market.

Based on vehicle type, the global market is bifurcated into passenger vehicles and commercial vehicles. 

The passenger vehicles segment owns the highest market share and is estimated to grow at a CAGR of 18.39% during the forecast period. Technological advancements in the automotive industry have led to fuel-efficient and safe vehicles. Passenger cars account for a significant shipment of the total automotive production worldwide. Augmented Reality sensors in passenger cars improve vehicles' performance and enhance passengers' safety. Further, the increasing demand for safe vehicles has boosted the demand for automobiles in rising economies such as China, India, and Brazil, where the saturation of automobiles is considerably low. The increased purchasing power of consumers has also increased the demand for passenger vehicles with enhanced safety and advanced features. In addition, the adoption of ADAS (advanced driver assistance system) technology and the introduction of autonomous cars is estimated to fuel the growth of the automotive augmented reality market in developed nations.

Nowadays, commercial vehicles such as excavators, cranes, and construction machinery are utilized in various sectors of the economy. However, the driver's visibility is often restricted due to their design, so they are responsible for many serious accidents. Adequate security measures take a lot of work to implement due to the variety and complexity of their fields of application. Therefore, the development of augmented reality in commercial vehicles is essential for an assistance system for people who drive commercial vehicles. Automotive augmented reality detects unsafe situations early, draws the user's concentration to the danger, and interferes vigorously in the final instance in the control of the machine. Further, augmented reality technologies present the fundamental situation picture and the relevant danger situations clearly and concisely.

Recent Developments

• January 2023- Audi's latest concept car launched has an all-electric luxury SUV that uses augmented reality glasses and can be converted into a tiny pickup truck, indicating potential future innovations for the Volkswagen premium brand.

• January 2023- General Motors (GM) issued a patent application for an auto-dimming augmented reality (AR) windshield, which would improve the driving experience by utilizing an auto-dimming function.