The QuadAlliance: Transforming Automotive Windshield Displays for Future Cars

In a groundbreaking initiative, a collaborative venture known as the QuadAlliance has been formed, consisting of tesa, ZEISS, Saint-Gobain Sekurit, and Hyundai Mobis. This pioneering coalition aims to redefine the future of automotive technology by focusing on the development and commercialization of holographic windshield displays (HWD). The history of automobile displays is set to change as these companies bring a unified approach to a technology that will revolutionize how information is presented in vehicles, creating an interactive and transparent driving experience.

The Need for Transformation

Today's smart vehicles encounter multiple challenges. Essential driving information often lies outside the driver's direct line of sight, while conventional interior displays contend for limited cabin space. Furthermore, the reliance on additional hardware can lead to increased energy consumption, additional weight, and visual clutter. Yet, as consumers expect intuitive and engaging onboard experiences, traditional screens restrict design flexibility and image size. The QuadAlliance's holographic windshield displays are engineered to address these challenges, promising an innovative solution that seamlessly integrates into the automotive environment.

Launching Holographic Technology

The collaborative expertise from tesa, ZEISS, Saint-Gobain Sekurit, and Hyundai Mobis aims to create a comprehensive chain of value for these holographic displays. This partnership plans to place the product into series production by 2029, focusing on several key performance indicators: notably, a display transparency exceeding 92%, exceptional brightness and clarity with a luminance of over 10,000 nits, adaptability to curved surfaces, and a significant reduction in CO₂ emissions through efficient light usage.

The versatility and performance of these new displays promise to enhance safety, comfort, and privacy for drivers. The technology will enable large-scale, colorful, high-resolution imagery directly within the driver's field of vision, offering an unparalleled user experience.

Streamlined Supply Chain

The QuadAlliance is committed to establishing a robust production framework, coordinating development roadmaps across all partners to ensure that automakers have access to a validated and industrially proven technological platform. This streamlined approach reduces complexity in the development cycle, minimizes risk, and ensures a swift transition to mass production, making it easier for manufacturers to adapt to this new technology.

As stated by Ingrid Sebald, the Chief Technology Officer of tesa SE, "Automotive glass is evolving from a passive surface to a dynamic gateway for immersive experiences. Our global alliance leverages extensive process and material expertise, offering a centralized solution that fits flawlessly within our partners’ operations."

Role Distribution in the Alliance

The QuadAlliance partners have clearly defined roles to maximize operational efficiency. ZEISS brings forth 40 years of holographic expertise, ensuring optical design and the development of holographic films. tesa is known for its innovative materials and precision in mass replication. Meanwhile, Saint-Gobain Sekurit specializes in seamlessly integrating holographic films into windshield glass. Lastly, Hyundai Mobis contributes its advanced human-machine interface integration capabilities to ensure optimal display performance.

A Vision for the Future

This groundbreaking alliance is set to establish new benchmarks for quality and reliability in holographic displays. By integrating their resources and expertise, these partners are forging a path towards a world where windshields do much more than shield the driver; they evolve into sophisticated information interfaces that enhance the driving experience. As this technology advances, it heralds a new era of automotive design and functionality, redefining how drivers interact with their vehicles and the environment around them.

Such innovations aim not just at enhancing user experiences but also at contributing to a more sustainable automotive industry, indicating that the future of driving could be as much about information accessibility as it is about transportation.