Eastman, Ceres Holographics, and Covestro Join Forces to Revolutionize Automotive HUD Technology

In a significant move for the automotive industry, Eastman, Ceres Holographics, and Covestro have announced a partnership to advance holographic transparent display heads-up display (HUD) technology. The collaboration, formalized through a Memorandum of Understanding (MOU), aims to explore the commercial production of cutting-edge Holographic In-Plane Transparent Display (HIPTD) laminated solutions for automotive and transportation glazing applications.

This partnership represents a major step forward in addressing the growing demand for enhanced convenience, safety, and user experience features among global Original Equipment Manufacturers (OEMs). The new displays overcome traditional HUD system limitations, enabling the implementation of multiple displays in a single windshield and side-light glazing. This breakthrough has the potential to revolutionize how drivers and passengers interact with information while on the road.

The collaboration builds on years of joint development, combining each company's unique technologies to manufacture holographic-enabled transparent HUDs. Eastman brings its expertise in automotive interlayers and relationships with OEMs and Tier One suppliers. Ceres Holographics contributes its advanced holographic mastering and replication capabilities, while Covestro provides its innovative photopolymer films.

The importance of this development cannot be overstated. As vehicles become increasingly complex and connected, the need for intuitive, non-distracting information display systems is paramount. The HIPTD technology promises to deliver larger, clearer, and more versatile displays without compromising visibility or safety. This could lead to significant improvements in driver awareness, navigation assistance, and overall vehicle operation.

In 2024, Ceres and Eastman demonstrated their latest holographic transparent display HUDs to OEMs across Europe, the USA, and China. These demonstrations featured multiple transparent displays within a single, fully laminated windshield, each measuring up to 400mm by 300mm. The industry's largest field of view was achieved by incorporating custom-designed holographic optical elements (HOEs) into a single sheet of Covestro's Bayfol HX® film, laminated with Eastman's newly developed interlayer stack.

The potential impact of this technology extends beyond just improved displays. It could pave the way for new design possibilities in vehicle interiors, potentially changing how automakers approach dashboard and cockpit layouts. Additionally, the technology's scalability and efficiency could lead to cost reductions in HUD implementation, making advanced display systems more accessible across various vehicle segments.

Ford Motor Co.'s involvement in a two-year program with the partners, validating the production process and performance of a triple-screen holographic HUD system, underscores the industry's interest and confidence in this technology. This real-world validation is crucial for accelerating adoption and scaling of the display technology across the automotive sector.

The collaboration also addresses the increasing pressure from safety regulators to reduce driver distractions. By providing more intuitive and less obtrusive information displays, the HIPTD technology aligns with efforts to enhance road safety while meeting consumer demands for advanced in-vehicle technology.

As the automotive industry continues to evolve towards more connected and autonomous vehicles, the role of in-vehicle displays becomes increasingly critical. This partnership between Eastman, Ceres Holographics, and Covestro positions them at the forefront of this technological shift, potentially setting new standards for automotive display systems.

The agreement's focus on establishing the required facilities and manufacturing capacity ensures that the industry will be prepared to meet the planned production timelines of OEMs adopting this technology. This proactive approach to supply chain development is crucial for the successful integration of new technologies in the automotive sector.

With plans to showcase proof of concepts at CES 2025 in Las Vegas, the industry can expect to see tangible results of this collaboration in the near future. As these advanced HUD systems move closer to commercial reality, they promise to redefine the driving experience, enhancing safety, convenience, and user satisfaction in ways previously thought impossible.