While the smart cockpit has entered the domain controller era, the HUD track, which brings an upgraded human-computer interaction experience, also continues to be hot.
According to the monitoring data of Gaogong Intelligent Automobile Research Institute , from January to June 2023, 904,900 units of standard W/AR HUD for passenger cars in the Chinese market (excluding imports and exports) will be delivered, and the potential optional installation scale will be 670,700 units, respectively. An increase of 50.62% and 11.80%, further highlighting the mainstream trend of car companies standardizing HUD.
As of the end of June this year, more than 55 brands in the Chinese passenger car market have provided standard or optional configurations of W/AR HUD. Among them, Toyota, Ideal, and BYD ranked the top three in terms of standard equipment.
In terms of the price range distribution of standard models, the 200,000-250,000 range has the highest proportion of installed capacity, reaching 15.76%.
Among them, 57,300 units of AR HUD were delivered as standard, a year-on-year increase of 43.61%, and the growth rate was lower than that of W-HUD. However, with the expansion of market demand and the reduction of material costs, the current supply price of AR-HUD pre-installation has dropped to below 2,000 yuan.
Gaogong Intelligent Automobile Research Institute predicts that based on the cost-effective TFT solution, problems such as sunlight backlighting have been solved one after another, and the subsequent market demand for AR HUD will continue to be released. At the same time, W-HUD will also grow in parallel.
At the same time, the market rush for orders is still accelerating.
This week, FUTURUS announced that it has won the HUD project designation for a key vehicle model of a head car manufacturer. As of the end of April this year, the cumulative delivery of smart HUD products in the FUTURUS (Chongqing) production base has exceeded 120,000 units.
According to the customer order data that has been obtained, it is estimated that in 2023, the total delivery volume of FUTURUS's HUD products is expected to reach a new level of 350,000 units. At present, the second phase expansion project of the production base has started, and the annual production capacity is expected to reach 780,000 units after completion.
According to public information, in addition to being the core partner of Ideal L9/L8 series HUD, FUTURUS has also established cooperative relationships with BMW, Audi, SAIC, Great Wall, Geely, BYD and other head OEMs.
However, it is not easy for HUD to enter the pre-installation market. In fact, judging from the monitoring data of Gaogong Intelligent Vehicle Research Institute, in the past few years, only a few local suppliers such as Huayang, Zejing, and FUTURUS have achieved large-scale delivery breakthroughs.
However, market performance varies.
For example, Crystal Optoelectronics, as an early domestic company that has deployed HUD tracks, has not achieved the expected results due to the influence of model factors (such as optional equipment) on the pre-installed standard equipment in the past few years.
The data shows that, taking the Deep Blue SL03 as an example, the delivery of the extended-range version with optional HUD in the first half of this year far exceeds that of other standard models. In the follow-up, it depends on the sales trend of Changan Deep Blue S7 with standard HUD.
Huawei HUD was not installed on Feifan's second model, the F7, after Feifan's R7 debuted. In addition, Huawei's optical application department, the technical side of Huawei's HUD, has turned into a HUD core component supplier and cooperated with HUD terminal manufacturers.
At the same time, some new suppliers rely on the background of car companies to quickly rise to the top. A typical case is Fudi Technology under BYD. This company is currently relying on the assistance of external core components to assemble and produce HUD and supply BYD.
According to the forecast data of Gaogong Intelligent Vehicle Research Institute, in 2023, the Chinese market (excluding import and export) is expected to deliver more than 2.5 million units of W-HUD/AR HUD (including some options);
By 2025, the installed capacity of AR HUD will exceed one million units per year; at the same time, the installation rate of W/AR HUD will exceed 30%.