The automotive industry continues to be a hotbed of innovation, with activity driven by safety concerns, and connected and autonomous vehicles and growing importance of technologies such as the Internet of Things and artificial intelligence. In the last three years alone, there have been over 1.2 million patents filed and granted in the automotive industry, according to GlobalData’s report on Cloud in Automotive: Vehicle head-up displays (HUDs).
However, not all innovations are equal and nor do they follow a constant upward trend. Instead, their evolution takes the form of an S-shaped curve that reflects their typical lifecycle from early emergence to accelerating adoption, before finally stabilising and reaching maturity.
Identifying where a particular innovation is on this journey, especially those that are in the emerging and accelerating stages, is essential for understanding their current level of adoption and the likely future trajectory and impact they will have.
290+ innovations will shape the automotive industry
According to GlobalData’s Technology Foresights, which plots the S-curve for the automotive industry using innovation intensity models built on over 619,000 patents, there are 290+ innovation areas that will shape the future of the industry.
Within the emerging innovation stage, EV discharge prediction, manufacturability analysis, and AI-assisted CAD are disruptive technologies that are in the early stages of application and should be tracked closely. Vehicle head up displays (HUDs), gesture-sensing AR/VR interfaces, and instrument cluster dashboard are some of the accelerating innovation areas, where adoption has been steadily increasing. Among maturing innovation areas are HUD dashboards and remote trip monitoring, which are now well established in the industry.
Innovation S-curve for cloud in the automotive industry
Vehicle head up displays (HUDs) is a key innovation area in cloud
A head-up-display (HUD) displays information on the windshield of the car, directly in the line of sight. Drivers get all the vital information such as warning signals, speed, and indicator arrows for navigation on the windshield and do not need to look at the instrument cluster or the secondary display.
GlobalData’s analysis also uncovers the companies at the forefront of each innovation area and assesses the potential reach and impact of their patenting activity across different applications and geographies. According to GlobalData, there are 80+ companies, spanning technology vendors, established automotive companies, and up-and-coming start-ups engaged in the development and application of vehicle head up displays (HUDs).
Key players in vehicle head up displays (HUDs) – a disruptive innovation in the automotive industry
‘Application diversity’ measures the number of different applications identified for each relevant patent and broadly splits companies into either ‘niche’ or ‘diversified’ innovators.
‘Geographic reach’ refers to the number of different countries each relevant patent is registered in and reflects the breadth of geographic application intended, ranging from ‘global’ to ‘local’.
Patent volumes related to vehicle head-up displays (HUDs)
Source: GlobalData Patent Analytics
Denso is a key player in the vehicle head-up displays (HUDs) innovation area. DENSO's new HUD can coordinate with sensor-based technologies to inform drivers of the presence of pedestrians ahead. It can also coordinate with vehicle navigation and project virtual directions and lane guidance on the windshield to provide information to the driver more quickly and naturally. The positions, colours, and other indication factors of the HUD offer a natural driving experience. Panasonic, Nippon Seiki, Fujifilm, Jvckenwood, Porsche Automobil and Toyota are some of the other key players.
To further understand how cloud is disrupting the automotive industry, access GlobalData’s latest thematic research report on Automotive.