QuadAlliance Takes Aim at Revolutionary Holographic Windshield Display Production
In a remarkable announcement that has caught the attention of the automotive industry, ZEISS, a global leader in optics and photonics, has partnered with tesa, Saint-Gobain Sekurit, and Hyundai Mobis to establish the QuadAlliance, aiming to revolutionize the mass production of Holographic Windshield Displays (HWD). This collaboration brings together cutting-edge expertise across various domains, offering a comprehensive supply chain solution tailored for automotive OEMs.
The QuadAlliance is not merely a partnership; it represents an innovative approach to tackling challenges faced in the creation of holographic technology for vehicles. Each partner brings unique capabilities:
Modern vehicles face notable hurdles when it comes to delivering essential driving information, as traditional screens often disrupt cockpit design and can lead to driver distraction. The Holographic Windshield Display effectively transforms standard windshields into smart infotainment interfaces. This innovative solution responds to the need for a safer and more intuitive driver experience by providing:
By establishing the QuadAlliance, these four innovators create a cohesive ecosystem aimed at accelerating HWD industrialization in the automotive sector. The goal is to begin mass production of HWD by 2029, ensuring that this advanced display technology meets high standards for preservation, performance, and reliability in automotive contexts.
Dr. Roman Kleindienst, Head of ZEISS Microoptics, expressed the organization's ambitious vision: “This collaboration reflects a 'Gutenberg Moment' for the holographic industry, transitioning from niche applications to mass-market adaptations.” He emphasizes how vital it is to construct a robust supply chain that supports streamlining the production processes in a meaningful way.
While the QuadAlliance sets a promising framework for HWD production, it's crucial to acknowledge that the initiative is inclusive. Original Equipment Manufacturers (OEMs) will retain the choice in selecting their preferred supply chain models. This flexibility assures that the inclusion in the QuadAlliance continues to promote a competitive landscape while driving innovation.
As the automotive industry evolves, the pioneering work of the QuadAlliance may very well shape the future of automotive displays and interaction, bringing sophisticated technologies closer to end-users. With their combined talents and expertise, ZEISS, tesa, Saint-Gobain Sekurit, and Hyundai Mobis are gearing up to lead the way into a new era of vehicle displays.
What is the QuadAlliance?
The QuadAlliance is not merely a partnership; it represents an innovative approach to tackling challenges faced in the creation of holographic technology for vehicles. Each partner brings unique capabilities:
- - ZEISS utilizes its decades of experience in holography and lithography to provide optical design and master development of holographic films.
- - tesa offers process innovation for precise mass replication of these films, ensuring reliability in production.
- - Saint-Gobain Sekurit specializes in integrating innovative glazing systems, seamlessly incorporating holographic films into automotive windshields.
- - Hyundai Mobis, known for its expertise in Human-Machine Interface (HMI) and system integration, contributes advanced display performance through state-of-the-art Projection Graphics Units (PGUs).
Addressing Key Challenges in Automotive Displays
Modern vehicles face notable hurdles when it comes to delivering essential driving information, as traditional screens often disrupt cockpit design and can lead to driver distraction. The Holographic Windshield Display effectively transforms standard windshields into smart infotainment interfaces. This innovative solution responds to the need for a safer and more intuitive driver experience by providing:
- - High-Transparency Displays: Achieving over 92% transmittance with flexible sizes compared to traditional Head-Up Displays (HUDs).
- - Superior Clarity and Brightness: Offering luminance surpassing 10,000 nits, which remains visible even under direct sunlight, showcasing RGB display technologies for high definition.
- - Future-Proof Performance: Ensuring support for 4K resolution and advancements as technology evolves over time.
- - Enhanced Safety and Comfort: With in-line-of-sight displays and customizable eyebox designs, distractions are minimized, allowing both driver and passenger to engage with content.
- - Efficiency in Production: Optimizing light use while significantly reducing weight, which contributes to lower CO₂ emissions throughout the lifecycle of the product.
Streamlining the Supply Chain for HWD
By establishing the QuadAlliance, these four innovators create a cohesive ecosystem aimed at accelerating HWD industrialization in the automotive sector. The goal is to begin mass production of HWD by 2029, ensuring that this advanced display technology meets high standards for preservation, performance, and reliability in automotive contexts.
The Future of Automotive Displays
Dr. Roman Kleindienst, Head of ZEISS Microoptics, expressed the organization's ambitious vision: “This collaboration reflects a 'Gutenberg Moment' for the holographic industry, transitioning from niche applications to mass-market adaptations.” He emphasizes how vital it is to construct a robust supply chain that supports streamlining the production processes in a meaningful way.
An Open Invitation for OEMs
While the QuadAlliance sets a promising framework for HWD production, it's crucial to acknowledge that the initiative is inclusive. Original Equipment Manufacturers (OEMs) will retain the choice in selecting their preferred supply chain models. This flexibility assures that the inclusion in the QuadAlliance continues to promote a competitive landscape while driving innovation.
As the automotive industry evolves, the pioneering work of the QuadAlliance may very well shape the future of automotive displays and interaction, bringing sophisticated technologies closer to end-users. With their combined talents and expertise, ZEISS, tesa, Saint-Gobain Sekurit, and Hyundai Mobis are gearing up to lead the way into a new era of vehicle displays.
Topics Business Technology）
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