The automotive industry is on the brink of a technological revolution with the announcement of a Memorandum of Understanding (MOU) between Eastman, Ceres Holographics, and Covestro. This collaboration seeks to explore the commercial production of Holographic In-Plane Transparent Display (HIPTD) technology, targeting automotive and transportation glazing applications. The initiative is a response to the increasing demand from global Original Equipment Manufacturers (OEMs) for features that enhance convenience, safety, and user experience.
At the heart of this partnership is the development of next-generation Head-Up Displays (HUDs), designed to surpass the limitations of traditional systems in terms of performance, size, and geometry. This innovation facilitates the integration of multiple displays within a single windshield and other glazing areas, representing a significant leap forward in automotive display technology. The collaboration leverages the combined expertise of the three companies in photopolymer films, digital mastering, and encapsulation technologies to create holographic-enabled transparent HUDs.
The potential of this technology was demonstrated in 2024, when Ceres and Eastman showcased holographic transparent display HUDs to OEMs across Europe, the USA, and China. These displays featured multiple screens within a single laminated windshield, each measuring up to 400mm by 300mm, and achieved the industry's largest field of view. This was made possible through the use of custom-designed holographic optical elements (HOEs) incorporated into a single sheet of Bayfol HX® film, laminated with Eastman's newly developed interlayer stack.
The partnership has already attracted attention from major automotive manufacturers, including Ford Motor Co., which has been involved in a two-year program to validate the production process and performance of the triple-screen holographic HUD system. According to Hemant Dandekar, Eastman's global commercial director of automotive for advanced materials and interlayers, this agreement marks a significant step towards delivering a full-stack solution for innovative display implementations.
Günther Walze of Covestro and Andy Travers of Ceres Holographics both emphasized the readiness of the industry for this technology, citing the demand for safer, more intuitive information display features and the need for differentiation among car makers. The collaboration is set to define a path to viable holographic transparent displays on a global scale, with a fully functional demonstrator expected to be showcased at CES 2025 in Las Vegas.
This partnership not only highlights the potential of holography in transparent displays but also underscores the importance of collaboration in driving innovation within the automotive industry. As the sector continues to evolve, the work of Eastman, Ceres Holographics, and Covestro could significantly influence the future of in-vehicle information displays, offering enhanced experiences for drivers and passengers alike while contributing to road safety.
