This UK startup raises €42.5M for its holographic head-up display technology

Head-Up Display (HUD) were first created for fighter jets back in the 1950s to display critical information at a glance while flying, hence the name “head-up” display. If you grew up playing flight simulation or fighter jet video games, you know what we’re talking about.

Developed for Air-force pilots initially, the Head-Up Display (HUD) has permeated into the automotive and other sectors, however, it is relatively immature. As the Human to Machine Interface (HMI) is advancing technologically, the HUD is poised to take over the windshields of the world.  

According to IMARC Group, the global head-up display market value is projected to reach $3,897 million by 2025, at a projected CAGR of 22% during 2020-2025. 

Raised €42M from leading automotive firms

In this regard, Envisics, a UK startup is developing an Augmented Reality (AR) holographic head-up display (HUD) technology for automotive sectors. Recently, the Milton Keynes-based startup has raised $50M (approx €42M) in a Series B funding round led by Hyundai Mobis, General Motors Ventures, SAIC Motors, and Van Tuyl. 

The company intends to use the funding to scale its business operations globally, in order to keep up with the exponential growth in demand for its AR-HUD technology from leading automotive manufacturers. Further, the investment enables the company to fast-track the development of its next-generation holographic technologies. Envisics is already working with a lot of car companies to integrate its technology into vehicles.  

Introduced last year

Envisics worked for many years to perfect its technology, until they introduced their holographic Head-Up Display (HUD) technology for vehicles at the Consumer Electronics Show in Las Vegas last year. 

The AR HUD startup has developed a patent-protected, dynamic holographic platform that enables true holography across multiple mobility applications.

Head-Up Display?

The Head-up Display (HUD) projects various information including dashboard gauges details, key parameters like speed, fuel level, and much more onto your windshield, allowing drivers to keep heads-up and focus on the roads. 

Harnessing holography and laser-based light

Envisics’ technology harnesses the power of holography and laser-based light sources to provide the accurate image quality. 

“Hyundai Mobis will jointly develop autonomous driving specialized AR HUDs with Envisics, targeting mass production by 2025,” Executive Vice President, CTO, Sung-Hwan Cho says.

Consumes 50% less power 

The UK company uses mathematical algorithms and intelligent computer systems to develop the ‘AR’ element which brings the ability to overlay real-time, real-world relevant data.

On top of that, the dynamic holography platform delivers augmented reality imagery on multiple planes and at different distances, simultaneously. It adapts instantly to ambient light changes, enhancing the view of the road ahead regardless of light and weather conditions. 

Notably, Envisics-enabled HUD consumes 50% less power deploying light when and where it is required. Envisics says, “Conventional display technologies absorb light and create heat. Our thermally efficient designs help realise even smaller packaging.”

Main image credits: Envisics