Report: 2009 Digital (Solid-State) Head Up Display (HUD) Report TOC

1 Executive Summary 9

1.1. Overview 9
1.2. Forecast Summary 11
- 1.2.1. Automotive HUDs 11
- 1.2.2. Tactical Aircraft 14
- 1.2.3. Civilian Aircraft 16
1.3. Opportunity Analysis 18
- 1.3.1. Automotive HUDs 18
- 1.3.2. Tactical Aircraft HUDs 19
- 1.3.3. Civil Aircraft 19

2 HUD Overview 21

2.1. What is a HUD? 24
2.2. Key HUD Parameters 25
- 2.2.1. Field of View 25
- 2.2.2. Resolution 26
- 2.2.3. Brightness/Contrast 26
- 2.2.4. Dimming Range 27
- 2.2.5. Brightness Uniformity 27
- 2.2.6. Combiner Transmittance 27
- 2.2.7. Accuracy 28
- 2.2.8. Latency 28
2.3. How Are HUDs Used? 28
- 2.3.1. Automotive HUDs 28
- 2.3.2. Airplane HUDs 33
2.4. Digital (Solid State) HUDs 33
- 2.4.1. Why a Digital HUD? 34

3 Digital HUD Technology Overview 37

3.1. System Description 37
- 3.1.1. Automotive HUD Installation 37
- 3.1.2. Civil Aircraft HUD Installation 38
- 3.1.3. Tactical HUD Installation 39
3.2. Digital HUD Architectures 40
- 3.2.1. Automotive HUD 40
- 3.2.2. Aviation HUD 42
  - 3.2.2.1. BAE Systems Q-HUD 45
  - 3.2.2.2. Elbit Systems/Kollsman Micro-Vis HUD 48
3.3. HUD Performance Breakdown 49
3.4. Aircraft HUDs - Transport vs. Tactical 52
- 3.4.1. Solar Loading 52
- 3.4.2. Sun Ball Reflections 53
3.5. Tier 2 (HUD Subassembly) Overview 55
- 3.5.1. Combiner 55
- 3.5.2. Imager 57
  - 3.5.2.1. Digital Light Processing (DLP) 57
  - 3.5.2.2. AMLCD 58
  - 3.5.2.3. LCOS Microdisplay 59
- 3.5.3. Light source 59
  - 3.5.3.1. LED 59
  - 3.5.3.2. Laser 61
- 3.5.4. Collection Optics 62
- 3.5.5. Projector Screen (Microdisplay Image Engine) 63

4 HUD Market Description and Forecast 64

4.1. Introduction 64
4.2. Automobiles 65
- 4.2.1. The Case for HUDs in Cars 65
- 4.2.2. HUDs in Current Production Cars 66
- 4.2.3. Automotive HUD Pricing 67
- 4.2.4. Forecasting Methodology 68
  - 4.2.4.1. Establishing HUD Market Penetration 70
  - 4.2.4.2. Value Proposition Factors 72
- 4.2.5. Automotive HUD Sales Forecasts 72
  - 4.2.5.1. Sports Car Evaluation Matrix and Unit Sales Forecast 73
  - 4.2.5.2. Super & High Luxury Car Evaluation Matrix and Unit Forecast 76
  - 4.2.5.3. Near-Luxury Car Evaluation Matrix and Unit Forecast 79
- 4.2.6. Automotive HUD Unit and Revenue Forecasts 82
  - 4.2.6.1. Total HUD Unit Sales Forecast 82
  - 4.2.6.2. HUD Revenue Forecast 85
- 4.2.7. Other Automotive HUD Markets 85
  - 4.2.7.1. Aftermarket HUDs 85
  - 4.2.7.2. The Commercial Truck Market 87
4.3. Tactical Aircraft 88
- 4.3.1. The Case for Digital HUDs in Tactical Aircraft 88
- 4.3.2. New HUDs for Old Airplanes 90
  - 4.3.2.1. Wide Field of View HUDs - A Special Case 93
- 4.3.3. Operational Tactical Aircraft 94
  - 4.3.3.1. F-35 Joint Strike Fighter 95
- 4.3.4. Digital HUD Total Available Market (TAM) 96
- 4.3.5. Digital HUD Market Forecast for Tactical Aircraft 97
4.4. HUDs for Civil Aircraft 105
- 4.4.1. Commercial Transports 106
  - 4.4.1.1. Commercial Transport HUD Forecast 108
  - 4.4.1.2. Business Jet Market Overview 111
  - 4.4.1.3. Very Light Jets (VLJ) 116

5 Suppliers 120

5.1. Automobile HUD Suppliers and Products 120
- 5.1.1. VDO 120
- 5.1.2. DENSO 121
- 5.1.3. Nippon Seiki 121
- 5.1.4. Delphi 122
- 5.1.5. Visteon 123
- 5.1.6. Robert Bosch GmbH 123
5.2. Airplane HUD Suppliers 123
- 5.2.1. Rockwell Collins Display Systems 125
- 5.2.2. Rockwell Collins HGS 126
- 5.2.3. BAE Systems 127
- 5.2.4. Thales 128
- 5.2.5. Elbit Systems 128
- 5.2.6. CMC Electronics 129
- 5.2.7. GE Aviation 130
- 5.2.8. Honeywell 131
- 5.2.9. Other HUD Suppliers / Developers 131
  - 5.2.9.1. Bharat Electronics 131
  - 5.2.9.2. Combat Displays / SCRAM Technologies 132
5.3. Tier 2 Suppliers 132
- 5.3.1. Combiners 133
  - 5.3.1.1. Kaiser Optical Systems 133
  - 5.3.1.2. AFE Technology Coatings 133
  - 5.3.1.3. Elcan Optical Systems 133
  - 5.3.1.4. QiOptiq 133
  - 5.3.1.5. ELOP 134
- 5.3.2. Imagers 134
  - 5.3.2.1. DLP 134
  - 5.3.2.2. LCOS 134
  - 5.3.2.3. LCD 134
  - 5.3.2.4. Scanned Laser 134
- 5.3.3. Illumination 135
  - 5.3.3.1. LEDs 135
  - 5.3.3.2. Lasers 136

Table of Figures

Figure 1: Expected Auto HUD Unit Forecast by Segment (WW) 12
Figure 2: Range of Auto HUD Sales (WW) 13
Figure 3: Range of Auto HUD Revenue (WW) 13
Figure 4: Expected Tactical HUD Sales by Segment (WW) 14
Figure 5: Expected Tactical HUD Revenue by Segment (WW) 14
Figure 6: Tactical Aircraft HUD Units Sales (WW) 15
Figure 7: Tactical Aircraft HUD Revenue (WW) 15
Figure 8: Expected Civil Aircraft HUD sales by Segment (WW) 16
Figure 9: Expected Civil HUD Revenues by Segment (WW) 16
Figure 10: Range of Civilian Aircraft HUD Sales (WW) 17
Figure 11: Range of Civilian HUD Revenue (WW) 17
Figure 12: HUD View Through the Cockpit Windscreen 22
Figure 13: Synthetic Vision System (SVS) Image 22
Figure 14: Automobile HUD (BMW M5) 23
Figure 15: HUD Block Diagram 24
Figure 16: HUD Instantaneous Field of View 25
Figure 17: Instantaneous FOV - Dual Combiner HUD 26
Figure 18: HUD Functionality: Automotive vs. Aircraft 29
Figure 19: ALViS Projection Concept Model 31
Figure 20: SuperImaging / GM HUD Concept (Edge-of-Pavement Indicator) 31
Figure 21: Surround-View System Enhances Driver Situation Awareness 32
Figure 22: Automotive HUD Installation 37
Figure 23: Typical Automotive HUD Optical Layout (2 Mirror) 38
Figure 24: Typical Automotive HUD Optical Layout (4 Mirror) 38
Figure 25: Air Transport HUD Installation 39
Figure 26: Tactical HUD Installation 39
Figure 27: LCOS RGB HUD Image Engine 40
Figure 28: Image Produced by a Microvision HUD Evaluation Kit 41
Figure 29: Two-Color Microvision Scanned-Laser HUD Image 41
Figure 30: Virtual Cable Automobile HUD 42
Figure 31: Some Digital HUD Engine Architectures 43
Figure 32: Excel Laser from Laser Quantum 44
Figure 33: Some Digital Airplane HUDs 45
Figure 34: Q-HUD Operating Principles 46
Figure 35: Q-HUD Raytrace and Installation 47
Figure 36: Q-HUD Installation Improves Headroom 47
Figure 37: Q-HUD Form Factor 48
Figure 38: Kollsman Micro-ViS HUD 49
Figure 39: Typical CRT HUD Optical Train 50
Figure 40: Digital HUD Optical Train 51
Figure 41: Backlight Radiometric Analysis 51
Figure 42: Solar Loading 53
Figure 43: Eliminating Sun Ball Reflections in Tactical HUDs 54
Figure 44: Optical Train for a Tactical Digital HUD 54
Figure 45: Notch Combiners Enable High Transmittance and High (in-band) Reflectance 55
Figure 46: Digital Micromirror Device (DMD) 57
Figure 47: Cross Section of a Transmissive AMLCD 58
Figure 48: SEM Image of LCOS Microdisplay 59
Figure 49: Photonic Lattice Structure 60
Figure 50: CPC Non-imaging Collector 63
Figure 51: Worldwide Forecast for Sports and Luxury Cars 70
Figure 52: Introductory Sales of Automotive Electronics 71
Figure 53: Sales Penetration Curves for Automotive Options 71
Figure 54: 2008 and 2013 Sports Car Segment Evaluation 75
Figure 55: Sports Car Segment - Unit Forecast 75
Figure 56: Super and High Luxury Car Segment Evaluation 78
Figure 57: Super and High Luxury Car Segment Unit Forecast 78
Figure 58: Near Luxury Car Segment Evaluation 81
Figure 59: Near-Luxury Car Segment Unit Sales Forecast 81
Figure 60: Conservative Worldwide HUD Unit Sales Forecast 83
Figure 61: Optimistic Worldwide HUD Unit Forecast 84
Figure 62: WW Expected HUD Unit Forecast 84
Figure 63: Speed HUD Devices 86
Figure 64: Phone and Radio Status HUDs 86
Figure 65: Parking Sensor HUDs 87
Figure 66: Tire Pressure and Navigation HUDs 87
Figure 67: 2007 Worldwide Truck Production 88
Figure 68: HUD Upgrade Kit -- Changes Needed 91
Figure 69: Digital HUD Upgrade Feasibility 92
Figure 70: BAE Systems Laser-Illuminated HUD Prototype 92
Figure 71: Comparing Emission Spectra -- CRT (P53) and Green LED 93
Figure 72: Tactical HMDs 95
Figure 73: Commercial Air Transport Forecast (2007-2027) from Boeing CMO 108
Figure 74: New Airplanes by Type (2007-2027) 109
Figure 75: Cumulative Commercial Air Transport HUD Unit Forecast 110
Figure 76: Cumulative Commercial Air Transport HUD Revenue ($USM) 111
Figure 77: Business Jet Market Segmentation 113
Figure 78: Business Jet Sales Forecast 113
Figure 79: Cumulative Business Jet (non-VLJ) HUD Unit Forecast 115
Figure 80: Cumulative Business Jet (non-VLJ) HUD Revenue Forecast 116
Figure 81: Very Light Jet (VLJ) Sales Forecast 117
Figure 82: VLJ HUD Forecast 118
Figure 83: VLJ HUD Revenue Forecast 119
Figure 84: VDO LCD HUD for BMW 120
Figure 85: Denso Night View HUD 121
Figure 86: Some Automobile HUDs from Nippon Seiki 122
Figure 87: Monochrome Delphi HUD in 2005 Corvette 123
Figure 88: Transport HUD Installations 124
Figure 89: Tactical HUDs 125
Figure 90: BAE Systems Q-HUD 127
Figure 91: Compact Elbit HUDs 129
Figure 92: CMC Electronics HeliHawk HUD 130
Figure 93: GE Aviation Type 1502 HUD 131
Figure 94: Tejas-LCA HUD 132
Figure 95: Microvision MEMS Scanner 135

Table of Tables

Table 1: Digital HUD Suppliers and Users 36
Table 2: Q-HUD Performance Summary 48
Table 3: HUD Subassemblies 52
Table 4: Some Past, Current and Future HUD-Equipped Production Cars 66
Table 5: Estimated BOM for a Generic Laser-Based Automotive HUD Projector 67
Table 6: Estimated BOM for a Generic LCD-Based Automotive HUD Projector 67
Table 7: High/Low Margin Scenarios for HUD Systems 68
Table 8: Expected High/Low HUD Projector Retail Price 68
Table 9: Car Segment Definition 69
Table 10: Cars Models per Market Segment 69
Table 11: HUD Evaluation Factors 72
Table 12: 2008 Sports Car Segment HUD Evaluation 74
Table 13: 2013 Sports Car Segment HUD Evaluation 74
Table 14: 2008 Super and High Luxury Car Segment Evaluation 77
Table 15: 2013 Super and High Luxury Car Segment Evaluation 77
Table 16: 2008 Near Luxury Car Segment Evaluation 80
Table 17: 2013 Near Luxury Car Segment Evaluation 80
Table 18: Auto HUD Projector Price from the HUD Manufacturer 85
Table 19: Worldwide Auto HUD Projector Sales Forecast 85
Table 20: Some Active Tactical Military Aircraft (arranged by year of introduction) 90
Table 21: Operational Tactical Aircraft Programs 94
Table 22: Tactical Aircraft as Digital HUD Upgrade Candidates 97
Table 23: Digital HUD Insertion Factors 98
Table 24: Insertion Rate of Digital HUDs into Tactical Aircraft 99
Table 25: Cut-in Rate for New Digital HUDs 99
Table 26: Digital HUD Forecast for JAS-39 (example) 100
Table 27: Digital HUD Forecast for "High Likelihood of Upgrade" Aircraft 101
Table 28: Digital HUD Upgrade Forecast for "Moderate Likelihood" Aircraft 102
Table 29: Total Digital HUD Forecast for Tactical Aircraft 102
Table 30: Revenue Forecast for Tactical Digital HUD Kits 103
Table 31: Revenue Forecast for New Tactical Aircraft Digital HUDs 104
Table 32: Total Digital HUD Revenue Forecast (Tactical Aircraft) 105
Table 33: FAA Limited-Visibility Operating Categories 106
Table 34: Some Commercial Air Transports 107
Table 35: Commercial Air Transport HUD TAM Penetration Rates 109
Table 36: Commercial Air Transport HUD Unit Forecast 110
Table 37: Commercial Air Transport HUD Revenue ($USM) 111
Table 38: HUDs in Business Jets 112
Table 39: Business Jet HUD TAM Penetration Rates 114
Table 40: Business Jet (non-VLJ) HUD Unit Forecast 114
Table 41: Business Jet (non-VLJ) HUD Revenue Forecast 115
Table 42: VLJ HUD Readiness Factors 117
Table 43: Very Light Jet HUD Penetration Rates 117

2009 Digital (Solid-State) Head Up Display (HUD) Report

Table of Contents

1 Executive Summary 9

2 HUD Overview 21

3 Digital HUD Technology Overview 37

4 HUD Market Description and Forecast 64

5 Suppliers 120

Table of Figures

Table of Tables