Ceres Commercializing New Holographic Film Tech for Automotive HUDs
- Ceres Holographics expects to see its holographic technology for automotive head-up displays (HUDs) in production models in 2027.
- The company has formed partnerships with Eastman and Covestro to ensure it can scale up and meet automotive industry demand.
- The company has been working with Ford to prove the technology’s readiness for use in the automotive industry.
Ceres Holographics, founded in 2009, has focused on commercializing holographic technology for display applications in different industries. The company has been developing applications for automotive use, specifically a new type of head-up display (HUD) technology. Global automotive HUD shipments grew from 10 million units in Q1 2022 to 12 million units in Q3 2024 at a CAGR of 1.94%, according to Counterpoint’s Global Passenger Vehicle Infotainment Tracker, Q3 2024. Ceres briefed Counterpoint’s analysts on the new technology and the successes and challenges it has encountered in bringing its solutions to market.
The company’s name for its volume manufacturing solution is HoloFlekt, which is Ceres’ large format, holographic film production process, and roll-to-roll equipment. The company and its partners describe the product application that uses the holographic film produced by this process as a Holographic In-Plane Transparent Display (HIPTD) solution. Ceres’ process integrates holographic optical elements (HOEs), which can shape and direct light into the film, enabling it to display any content projected onto it and guide the light to the recipients’ eye-box only.
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Greg Basich
As Associate Director at Counterpoint Research, Greg Basich focuses on the automotive industry. Prior to joining Counterpoint Research, Greg worked at TechInsights and Strategy Analytics for a combined 11 years, providing market intelligence and advisory services to companies in the automotive electronics market and related verticals. Prior to his career as an analyst, Greg was a business-to-business journalist at Bobit Business Media for 13 years, focused on automotive interiors, aftermarket electronics, and the fleet market. Greg holds a bachelor’s degree in economics from the University of California, San Diego.
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