Ceres Holographics, a manufacturer of thin-film Holographic Optical Elements (HOEs) suitable for transparent displays and augmented reality (AR) solutions, and Appotronics, a provider of intelligent cockpit products for vehicles, announced today that they have formalized a partnership to integrate their technologies for high-resolution in-car display systems for future vehicles, encompassing both driver and passenger transparent heads-up displays (HUDs).
This collaboration utilizes Ceres’ HoloFlekt manufacturing capabilities along with Appotronics’ Advanced Laser Phosphor Display (ALPD) systems, aiming to fulfill the demanding dimensions, reliability, and economic criteria of the automotive sector.
“This partnership showcases a distinctive mix of strengths tailored to meet OEMs’ demands for delivering groundbreaking experiences to their clientele,” stated Andy Travers, CEO of Ceres. “This unified offering will merge established commercial automotive-grade projection with hologram manufacturing, speeding up the deployment of innovative transparent display technologies.”
Broader Applications for ALPD Projection
Appotronics unveiled its ALPD technology back in 2007, and it has since turned into a “mainstream technology” within the global laser display market, extending its application to cinema, professional AV sectors, and smart home setups.
The firm emphasized that it has created a variety of solutions tailored for the rapidly expanding electric vehicle (EV) market in China and beyond, presenting in-cabin technologies that “exceed traditional LED options.” With this recent news, Appotronics aims to develop new functionalities in automotive display and illumination.
Integrating Multiple Displays in a Single Windshield
Ceres’ HoloFlekt film technology allows extensive, transparent display regions to be effortlessly integrated into a windshield as a subtle film overlay. Each display section is linked to a high-resolution Appotronics projector embedded within the vehicle’s dashboard and can furnish customized information to distinct viewers.
Ceres claims that its HoloFlekt film technology can metamorphose any windshield or glass structure into a brilliantly lit, full-color display. For automotive windshields, the technology facilitates the creation of expansive pillar-to-pillar HUDs that effectively present safety, operational, navigation, and infotainment data directly to the designated viewer in a clear, non-disruptive manner, regardless of surrounding light situations.
“Appotronics has consistently shown their capability to deploy their technology to create imaginative and immersive display options using non-transparent or semi-transparent materials. Now, their projector capabilities can be applied on fully see-through surfaces like windshields and side windows, unlocking new possibilities for user experiences for OEMs,” Travers further mentioned.
A demonstration of the integrated HUD system from both companies will be presented this week at CES 2025, within Appotronics’ demo space at the Renaissance Las Vegas Hotel from January 7 to 10.
For more details on Ceres Holographics and its transparent display technologies featuring holographic elements, click here. To get additional information about Appotronics and their laser display innovations, click here.
