The following article covers a new industry collaboration called the QuadAlliance. Zeiss, tesa, Saint-Gobain Sekurit, and Hyundai Mobis have teamed up for this.
They want to create an end-to-end supply chain for mass-producing holographic windshield displays (HWDs) in cars. Each company brings something to the table—concept design, holographic optical element (HOE) mastering and replication, windshield lamination, and PGU/HMI integration.
The idea is to deliver a one-stop solution that speeds up time-to-market. They also hope to boost reliability, safety, and the overall driving experience for future vehicles.
QuadAlliance: a new end-to-end path for holographic windshield displays
The alliance blends different areas of expertise, from HOE mastering to human-machine interface (HMI) integration. Their goal? Make it less complicated and risky to move cutting-edge display tech from lab to mass production.
The QuadAlliance envisions HWDs that show key driving info right in the driver’s line of sight. This should cut down on distractions while keeping the view of the road clear.
They see themselves as a flexible, forward-thinking supply chain. Automakers can lean on this partnership as they move toward holographic displays.
HOE mastery, replication, and the “Gutenberg Moment” for mass automotive use
Zeiss says HOE mastering and replication have hit a “Gutenberg Moment”. Basically, they think the tech is finally ready for the mass market in cars.
They’re backing this up with some big performance claims. These include more than 92% HOE transmittance, over 10,000 nit luminance in direct sunlight, RGB color support, and compatibility with future 4K (and beyond) PGUs.
These features should make holographic content easy to see in almost any lighting. The display stays tucked into the windshield, so it doesn’t get in the way.
Architecture, packaging, and eyebox flexibility
The QuadAlliance says the HWD system comes in a compact package (less than 1.5 L). There’s room to move the PGU around, depending on what the car needs.
The design works with curved windshields and can handle different eyebox setups. For example, you can have a dual-eyebox arrangement to share content between the driver and passenger.
These choices keep the classic look of the windshield while adding rich, driver-focused displays. They also make sure the displays don’t mess with aerodynamics or visibility.
Performance, safety, and privacy benefits
The alliance points out several user-focused perks. By putting info right in the driver’s line of sight, HWDs can lighten the mental load and help drivers get info faster.
The system uses light more efficiently, cuts down weight, and leaves a smaller carbon footprint than regular screens. Privacy gets a nod, too—customizable eyeboxes can limit who sees the display, which matters for shared rides or sensitive data.
Industry impact: efficiency, sustainability, and manufacturing timeline
QuadAlliance pitches its approach as offering design freedom and fewer hardware-related energy headaches than old-school displays. They say holographic windshields can lower overall energy use and shrink CO2 emissions.
At the same time, they’re aiming for more safety and comfort. By pooling their skills in concept design, HOE replication, lamination, and HMI integration, they want to make the move from concept to production smoother and more predictable.
Production timeline and openness to collaboration
The partners plan to start mass-producing HWDs by 2029. That’s not all that far off, honestly.
They’ve also made it clear that QuadAlliance isn’t some exclusive club. OEMs can still set up their own supply chains if they want. That means other automakers and suppliers are welcome to get involved with the alliance or go their own way, depending on what fits their plans.
What this means for automakers and the road ahead
If you’re an automotive manufacturer eyeing next-generation HUD-like solutions, the QuadAlliance looks like a pretty compelling blueprint. It’s an end-to-end pipeline that manages HOE mastery, replication, lamination, and PGU/HMI integration all in one ecosystem.
With mass production on the horizon, OEMs could see less development risk and a faster time-to-market. There’s also the promise of better safety and privacy features, which—let’s be honest—everyone’s paying attention to these days.
The broader industry should probably keep an eye on how this alliance will influence standards, supplier relationships, and even the design language of future cockpit tech. It’s not set in stone yet, but the ripples could be big.
Here is the source article for this story: Zeiss-led alliance to drive holographic windshield display mass-production