Kia EV9 equipped with holographic windshield display technology showcased at world’s No. 1 tech show. Hyundai Mobis and Zeiss plan to enhance their technological synergy and complete pre-development by first-half 2026, with a goal of launching the product for mass production by 2027.
09 Jan 2025 | 6088 Views | By Autocar Professional Bureau
CES 2025, the world’s largest technology show currently underway in Las Vegas, continues to be a platform for the latest innovations. Hyundai Mobis has unveiled its ‘holographic windshield display’ technology, which transforms the vehicle’s front windshield into a transparent display. Embedded with this holographic windshield display, Kia’s EV9 is the ...
This is an Autocar Pro Plus article. Subscribe to continue reading.
CES 2025, the world’s largest technology show currently underway in Las Vegas, continues to be a platform for the latest innovations. Hyundai Mobis has unveiled its ‘holographic windshield display’ technology, which transforms the vehicle’s front windshield into a transparent display. Embedded with this holographic windshield display, Kia’s EV9 is the display vehicle equipped with the new technology for live demonstration to CES 2025 visitors.
According to Hyundai Mobis, the key feature of the holographic windshield display technology is that it transforms the vehicle’s front window into a transparent screen, without any additional device.
This means there will not be any display devices placed in the driver’s and passengers’ seats, but instead, all kinds of content, including driving information, navigation and music playlists, will be vividly displayed at the bottom of the front windshield. From the outside, it looks like a transparent glass window, but it presents a clear display for the driver and passengers even in bright outdoor environments through high brightness and colour reproduction.
Innovation etched into the windshield
The holographic windshield display technology projects images and videos anywhere on the vehicle’s front windshield as needed. Hyundai Mobis states that this is “possible owing to a special film that uses an optical component called HOE (Holographic Optical Element).
Unlike a conventional screen, this film uses the principle of diffraction of light (the bending of light from its original path to reach its destination) to efficiently deliver images and videos projected from the projector to the eye position of persons in the driver’s and passenger’s seat. It also offers a privacy display mode that prevents a person in the driver's seat from seeing the screen before another person in the passenger’s seat.”
Depending on where the film is placed, for example, the top, bottom or side of the windshield, this holographic display can be implemented anywhere. If a user places the film on the side of the windshield, it can work like a smartphone’s curved edge screen. It is said that the holographic windshield display is the only technology among all in-vehicle display technologies to transform the entire front window into a display as needed.
Lee Gyu Suk, CEO of Hyundai Mobis, and Karl Lamprecht, CEO of ZEISS, take a close look at the pathbreaking holographic windshield technology.
Collaborative project with Zeiss
Hyundai Mobis has partnered with world-renowned German optical company Zeiss for the development of this advanced and not-yet-mass-produced display technology. Both companies intend to enhance their technological synergy and complete pre-development by the first half of next year, with the goal of launching the product for mass production as early as 2027.
The CEOs of both companies are taking great interest in this project. Lee Gyu Suk, CEO of Hyundai Mobis, and Karl Lamprecht, CEO of ZEISS, met at Hyundai Mobis’ CES 2025 booth and discussed plans for further business cooperation for the holographic windshield technology.
Hyundai Mobis is consistently strengthening its technological edge in premium in-vehicle displays targeting the global market. Its premium product portfolio includes the big and slim high-definition QL Display, the 34-inch curved Swivel Display, and the Rollable Display.
CES 2025 as a global networking platform
Hyundai Mobis has invited its global clients to its booth at CES 2025 and showcased, mostly, its high-value-added products. It had over 30 meetings with clients from around the world invited to this CES.
The company has set up a special private zone within its booth to actively engage with clients through the showcasing of its 16 strategic products including electrification components, vehicle electronics, chassis and lamps for global business opportunities.
Furthermore, it has invited about 40 Korean and international students studying at prestigious engineering schools in the US including MIT, Stanford and the Georgia Institute of Technology, and provided them an opportunity to experience its key exhibits including the holographic windshield display and Human-centric Interior Lighting and learn about its products and competitive edge in future technologies. This is a part of Hyundai Mobis’ global talent recruiting program which aims to expand its network with students in close association with CES and boost its visibility in the global market to attract top talent in the future.
All photos: Hyundai Mobis