SmartCarReport

Real-World Examples: Mercedes, Audi, BMW

3 min read

Several luxury automakers have introduced AR HUDs:

  • Mercedes-Benz: The 2021 S-Class debuted an AR HUD. It projects graphics equivalent to a 77-inch screen floating out in front of the car[91]. It uses eye-tracking to keep the images aligned to the driver’s perspective. The system shows navigation arrows that appear to stick to the road at turnings, and it can highlight the car in front of you with a floating symbol when using adaptive cruise or lane-keeping[92][87]. Mercedes says this provides “enhanced safety by projecting critical info directly onto the windshield, reducing the need to look away”[87]. It’s available on models like the new S-Class and EQS. They’re also experimenting with true AR glasses as a next step, but for now the windshield HUD is the focus[93].

  • Audi: Audi has an AR HUD on its Q4 e-tron and upcoming models like the Q6 e-tron. Audi’s system projects over a large field – they mention an image plane that’s 88 inches wide angled in the windshield[94]. It can display animations like speed limit signs that actually appear where the road sign is – for example, approaching a zone change, the HUD will show the new speed limit right by the sign post in your view[95]. Audi’s AR nav arrows gained fame for how clearly they indicate turns in the E-Tron SUV’s infotainment (which used the center display)[89], and now they’ve moved that concept into the HUD on newer models. Audi states icons can look like they’re floating up to 200m (yards) ahead on the road[88]. They even plan to allow games on the HUD when parked (for EV charging boredom)[96].

  • BMW: BMW has announced a Panoramic Vision display coming to its Neue Klasse (next-gen) models around 2025. It’s essentially an AR HUD that spans the entire width of the windshield, visible to both driver and passenger[97]. BMW is aiming for a situation where the whole windshield can become a display zone for information when needed, but still transparent and not distracting otherwise. They want it to be configurable – drivers can choose what to display in front of them, and even passengers could see entertainment or info on their side of the screen when appropriate[97]. This is part of BMW’s vision of “eyes on the road – hands on the wheel” taken to a new level[98].

Aside from those, Cadillac has an AR HUD on the 2023 Lyriq, Porsche has shown AR HUD concepts in the Macan, and other brands like Hyundai/Genesis are exploring it. It’s likely to trickle down to more cars as costs come down.