In Augmented Reality News
January 7, 2025 – Ceres Holographics, a provider of thin-film Holographic Optical Elements (HOEs) for transparent display and augmented reality (AR) applications, and Appotronics, a provider of smart cockpit automotive products, have today announced that they have signed an agreement to combine their technologies to deliver high resolution in-car display solutions for next-generation vehicles, including driver and passenger transparent heads-up display (HUDs).
The partnership leverages Ceres’ HoloFlekt manufacturing technology and Appotronics’ Advanced Laser Phosphor Display (ALPD) projection systems and aims to meet the stringent size, reliability, and cost requirements of the automotive market.
“This is a unique combination of strengths that directly responds to OEMs’ need to deliver new innovative experiences to their customers,” said Andy Travers, CEO of Ceres. “This combined offering will bring together proven commercial-ready, automotive-grade projection and hologram manufacturing and accelerate the adoption of advanced transparent display solutions.”
Expanding ALPD Projection Use Cases
Appotronics introduced its ALPD technology in 2007 and stated that since then, ALPD has become a “mainstream technology” in the global laser display industry, with the technology also being used across cinema, professional AV applications, and smart home solutions.
The company added that it has developed a range of solutions for the fast-growing electric vehicle (EV) market in China and beyond, offering in-cabin experiential technology that “goes beyond traditional LED displays.” With this latest announcement, Appotronics is looking to create new applications in automotive illumination and display.
Multiple Displays on a Single Windshield
Ceres’ HoloFlekt film technology enables large-format, transparent display areas that are seamlessly embedded into a windscreen as a thin film over the entire windshield. Each display area is paired with a high-resolution Appotronics projector integrated into the vehicle’s instrument panel, and can deliver tailored information to individual viewers.
According to Ceres, its HoloFlekt film technology can transform any windscreen or other glass structure into an ultra-bright, full color display. For car windshields, the technology can help realize large format pillar-to-pillar HUDs where safety, operational, navigation and infotainment content can all be shown directly to the intended viewer in a clear and non-distracting manner, regardless of external light conditions.
“Appotronics has a proven track record of deploying their technology to implement creative and immersive display solutions using non- or semi-transparent surfaces. Now their projector output can be used on fully transparent surfaces such as windshields and side windows, opening up a new realm of user experience opportunities for OEMs,” added Travers.
A demonstration of the combined HUD system from the two companies will be showcased this week at CES 2025, at Appotronics’ demo suite in the Renaissance Las Vegas Hotel from January 7 to 10.
For more information on Ceres Holographics and its holographic-enabled transparent display technologies, click here. To learn more about Appotronics and its laser display technology, click here.
Image credit: Ceres Holographics / Appotronics
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About the author
Sam is the Founder and Managing Editor of Auganix. With a background in research and report writing, he has been covering XR industry news for the past seven years.