Hyundai Mobis Secures HWD Supply Chain with 'Quad Alliance'

Event summary

  • Hyundai Mobis has formed a four-party alliance to develop and mass-produce Holographic Windshield Displays (HWD).
  • The alliance includes ZEISS (optics), tesa (film adhesion), and Saint-Gobain Sekurit (automotive glass), alongside Hyundai Mobis (systems integration).
  • The partners aim to begin mass production of HWD by 2029.
  • The HWD technology utilizes a holographic optical element (HOE) to project information onto the windshield, with a transmittance of 92% and brightness exceeding 10,000 nits.
  • Hyundai Mobis won a CES Innovation Award for its M.VICS 7.0 cockpit integrated solution featuring HWD.

The big picture

Hyundai Mobis's move signals a broader trend towards integrating displays directly into vehicle surfaces, moving beyond traditional dashboards and infotainment screens. This alliance represents a strategic bet on HWD as a key differentiator in the increasingly competitive automotive market, particularly as consumers demand more immersive and personalized in-car experiences. Securing a vertically integrated supply chain for this complex technology is crucial for Hyundai Mobis to control costs and ensure quality as the market matures.

What we're watching

Execution Risk
The success of the alliance hinges on the ability of four distinct companies to coordinate complex manufacturing processes and meet the 2029 production deadline, a significant challenge given the precision required for HOE film integration.
Competitive Landscape
While Hyundai Mobis has secured a strong supply chain, other automakers and technology companies are also pursuing advanced display technologies, potentially creating a crowded market and impacting HWD adoption rates.
Customer Adoption
The ultimate value of this technology will depend on automaker willingness to integrate HWD into vehicle designs, which will be influenced by consumer acceptance of the technology and its perceived safety benefits.

Related topics

Automotive