ZEISS, known worldwide for expertise in optics and photonics, announced together with tesa, Saint-Gobain Sekurit and Hyundai Mobis the formation of a QuadAlliance, a comprehensive supply chain solution tailored for automotive OEMs to accelerate and streamline the mass production of Holographic Windshield Display (HWD). Consolidating cross-domain expertise spanning concept design, Holographic Optical Element (HOE) mastering and replication, automotive windshield lamination, and PGU/HMI integration, the alliance delivers a one-stop solution that optimizes time-to-market and boosts reliability for OEMs.
The transparent display integrated into the windshield shows relevant driving information such as navigation and speed. It allows an unobstructed outward view and enables the driver to take in more information without taking their eyes off the road, which contributes to greater safety.
Modern intelligent vehicles struggle with several key challenges: critical driving information falls outside the driver’s direct line of sight, screen overload disrupts cockpit design and causes distractions, added hardware challenges energy efficiency, users expect differentiated in-car experiences, and traditional screens limit display sizes. The HWD solution addresses these issues by transforming conventional windshields into smart and transparent infotainment interfaces. This innovation delivers:
Through the QuadAlliance, ZEISS, tesa, Saint-Gobain Sekurit and Hyundai Mobis bring together all elements of the supply chain required for HWD industrialization and deliver OEMs with an identified and ready-to-deploy supply chain solution. Each QuadAlliance partner brings unmatched expertise to the table.
The QuadAlliance aims to start mass production of HWD by 2029. By creating a cohesive ecosystem that leverages the strengths of four companies, the alliance drives innovation synergy across the entire HWD value chain to accelerate time-to-market.
The QuadAlliance is also committed to close collaboration to ensure HWD meets automotive standards for quality, performance, and reliability. All members are proven leaders and innovators in their domains, and their collaboration guarantees a robust and reliable supply chain.
In conclusion, the QuadAlliance provides a fast and most reliable path to mass production of high-performance HWD. However, the establishment of the QuadAlliance is not intended to be exclusive. OEMs still retain the flexibility to choose their preferred supply chain model.
"ZEISS is a world leader in HOE development for precise light control. Previously, this holographic technology was limited to niche applications. However, over the past decade, we have achieved a 'Gutenberg Moment' for HOE mastering and replication process, making holography ready for mass-market applications,” said Dr. Roman Kleindienst, Head of ZEISS Microoptics. "Now, by driving the formation of a holographic ecosystem through the QuadAlliance, we aim to cultivate the best technology and supply chain synergy to streamline HWD industrialization. We believe mass production of holography will transform automotive displays, making advanced technology accessible to daily lives."
