#Germany #ZEISS #Hyundai Mobis #Norderstedt #tesa

Revolutionizing Automotive Displays with Holographic Technology

In a significant leap toward the future of automotive technology, a groundbreaking collaboration known as the QuadAlliance has emerged, consisting of four industry leaders: tesa, ZEISS, Saint-Gobain Sekurit, and Hyundai Mobis. This partnership is set to innovate the automotive landscape by introducing production-ready holographic windshield displays (HWD), which will redefine how drivers interact with their vehicles.

The Vision Behind QuadAlliance

The QuadAlliance aims to provide a comprehensive, one-stop solution for original equipment manufacturers (OEMs) looking to integrate new display formats into their vehicles. Through a seamless blend of expertise, the collaboration promises everything from the concept design and holographic optical element mastering to the final integration of human-machine interfaces (HMI) within the vehicles. As urban mobility continues to evolve, such advanced technologies are essential to meet growing consumer expectations for innovative infotainment experiences.

Transforming Windshields into Interactive Displays

The traditional view of windshields is about to change dramatically. Instead of serving merely as safety features, windshields will transform into transparent, interactive displays, providing critical driving information right in the driver's line of sight. Unlike conventional screens that may clutter the cockpit and limit design flexibility, holographic displays can integrate vital information without the need for additional hardware, which often increases power consumption and vehicle weight.

The technology aims to solve several challenges facing modern vehicles:

• - Visibility and Information Clarity: With remarkable clarity exceeding 10,000 nits of brightness, these displays will be easily readable even in direct sunlight.
• - Design Flexibility: The compact nature of holographic displays allows for designs that can adapt to various curved surfaces, crossing traditional limitations faced by flat screens.
• - Enhanced Driver Experience: By providing information in a user-friendly way, the new displays promise to improve both safety and comfort without causing driver distractions.

Commitment to Sustainable Production

The QuadAlliance sets an ambitious timeline to launch these cutting-edge displays into mass production by 2029. Coordinating resources and qualifications among the partners will not only ensure efficiency but also enable OEMs to access validated, industry-proven technology. This strategic approach minimizes the complexities associated with developing new technologies, facilitating a smoother transition from concept to production.

Dr. Ingrid Sebald, Chief Technology Officer of tesa, emphasizes the potential of this alliance: “We are turning automotive glazing from passive surfaces into dynamic portals for immersive experiences. By leveraging our global alliance's strengths, we can provide a cohesive solution that seamlessly integrates into OEM processes.”

Redefining Quality Standards

Building robust quality and flexibility into the production of holographic displays, the QuadAlliance is set to set new benchmarks. Each partner brings years of expertise in the automotive domain:

• - ZEISS: With its extensive history in holography, ZEISS contributes essential optical design capabilities.
• - tesa: Renowned for its material innovation, tesa will focus on ensuring mass replication of holographic films.
• - Saint-Gobain Sekurit: A leader in glazing systems, it will seamlessly incorporate holographic films into windshield glass.
• - Hyundai Mobis: Specializing in advanced HMI solutions, Hyundai Mobis will elevate the display performance through cutting-edge PGU technology.

The Road Ahead

The next generation of vehicles is on the horizon, and the QuadAlliance is at the forefront of this transformation. By merging their strengths, they aim to not only pave the way for innovative automotive display solutions but also create an entirely new way drivers engage with their vehicles. As we anticipate the future, one thing is clear: the collaboration's impact on automotive technology will be profound, heralding a new era of smarter, more interactive vehicles.