Bringing the future into focus

Ceres Holographics in Scotland is working with Appotronics on transparent heads-up display (HUD) for both driver and passengers.

The deal expands the Appotronics position in automotive laser display and illumination systems and provides Ceres and its other holographic windshield partners with another key link in the supply chain.

This partnership combines the Ceres HoloFlekt manufacturing technology with the Appotronics Advanced Laser Phosphor Display (ALPD) projection technology for automotive OEMs. The two companies say they have the manufacturing infrastructure in place to quickly implement optimized systems to address a range of vehicle types and use cases.

Last month Ceres announced a production partnership with Eastman and Covestro for production of holographic windscreens for these HUD systems. The laser projection systems from Appotronics make up the rest of the display system.

A demonstration of the combined HUD system is being shown at the CES 2025 show in Las Vegas this week.

“This is a unique combination of strengths that directly responds to OEMs’ need to deliver new innovative experiences to their customers,” said Andy Travers, CEO of Ceres. “This combined offering will bring together proven commercial-ready, automotive-grade projection and hologram manufacturing and accelerate the adoption of advanced transparent display solutions.”

The ALPD technology was developed in 2007 and has been widely used in cinema, professional AV applications, and smart home solutions. Now Appotronics is looking to move into the automotive market with the Ceres Holographic Optical Element (HOE) as a thin film on the windscreen or side windows.

“We have seen much interest in our projectors and displays to enhance the user experience in vehicles,” said Dr. Meng Han, Senior Director of Business Development and Product Marketing of Appotronics Automotive Business Unit.

“With Ceres’ technology, we can leverage our expertise in developing projection systems that meet the needs of automotive use and apply that to transparent displays which provide drivers with safer and more intuitive ways to view critical operational information such as speed, navigation and safety alerts without taking their eyes off the road. The display quality, field of view, and transparency that the Ceres’ holographic films allow creates new and exciting ways for people to consume content from our systems in vehicles of all types.”

“This partnership will allow us to offer OEMs a practical and scalable way to deliver display systems with differentiated HMI and UX features that enhance safety and enjoyment. The competitive landscape has shifted, and automakers are taking on more consumer product-like mindsets in terms of the required pace of innovation and feature adoption required for success,” said Travers.

“Appotronics has a proven track record of deploying their technology to implement creative and immersive display solutions using non- or semi-transparent surfaces. Now their projector output can be used on fully transparent surfaces such as windshields and side windows, opening up a new realm of user experience opportunities for OEMs.”

www.ceresholographics.com; www.appotronics.com

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