Windscreens are becoming intelligent interfaces
Modern, intelligent vehicles face key challenges: Important driving information is outside the driver’s direct field of vision, an increasing number of displays dominate the cockpit and are distracting, additional hardware impairs energy efficiency, users expect a differentiated driving experience, and classic displays limit the possible display size.
The HWD solution addresses these challenges by transforming conventional windshields into intelligent, transparent infotainment interfaces.
The technology offers:
Ultra-large, highly transparent display: >92% HOE transmission; significantly more flexible scaling compared to PHUD
Maximum design freedom: <1.5 l compact design; flexible PGU placement; suitable for curved glass surfaces
Excellent brightness and clarity: >10.000 nit luminance (visible even in direct sunlight); RGB display
Future-proof: Support of 4K resolution and beyond, in parallel with further development of PGU technology
Increased safety, comfort and privacy: Display in direct field of view; flexible eyebox design for distraction reduction and optimal visibility; dual eyebox function for shared content
Redefined efficiency: Improved light output, significant weight reduction and lower CO2 emissions
Comprehensive supply chain solution for HWD industrialization
With the QuadAlliance, ZEISS, tesa, Saint-Gobain Sekurit and Hyundai Mobis bring together all elements of the supply chain required for HWD industrialization and provide OEMs with a ready-to-use supply chain solution. Each partner contributes its unique expertise:
ZEISS: With over 40 years of experience in holography and in-depth expertise in lithography, ZEISS is responsible for the optical design and master development of the holographic films.
tesa: As a specialist in process and material innovation, tesa ensures the reliable and precise mass replication of holographic films.
Saint-Gobain Sekurit: As a leading provider of innovative glazing systems, Saint-Gobain Sekurit seamlessly integrates holographic films into windshields.
Hyundai Mobis: As an expert in advanced HMI and system integration, Hyundai Mobis ensures exceptional display performance with state-of-the-art PGU technology.
The QuadAlliance aims to start mass production of HWD by 2029. By building a closed ecosystem that combines the strengths of all four companies, the alliance drives innovation synergies along the entire HWD value chain, accelerating time to market.
The QuadAlliance is also committed to working closely together to ensure that HWD meets all automotive requirements for quality, performance and reliability. All partners are proven market and innovation leaders in their respective fields, working together to ensure a robust and resilient supply chain.
In summary, the QuadAlliance offers the fastest and most reliable route to volume production of high-performance holographic windshield displays. The creation of the QuadAlliance is explicitly not intended as an exclusive model – OEMs retain the flexibility to choose their preferred supply chain model.
“ZEISS is the world leader in the development of HOEs for precise light control. For a long time, this holographic technology was limited to niche applications. Over the past ten years, however, we have achieved a ‘Gutenberg moment’ in the HOE mastering and replication process, making holography suitable for the mass market,” says Dr. Roman Kleindienst, Head of ZEISS Microoptics. “With the initiation of a holographic ecosystem by the QuadAlliance, we now want to bring together the best technologies and supply chain synergies to drive the industrialization of HWD in a targeted manner. We are convinced that the series production of holographic systems will fundamentally change automotive displays and make advanced technologies available in everyday life.”
About ZEISS
ZEISS is a leading global technology company in the optical and optoelectronic industry. In its four divisions Semiconductor Manufacturing Technology, Industrial Quality & Research, Medical Technology and Consumer Markets, the ZEISS Group most recently generated annual sales of almost 12 billion euros (September 30, 2025).
ZEISS develops, produces and distributes highly innovative solutions for industrial metrology and quality assurance, microscopy solutions for life sciences and materials research, and medical technology solutions for diagnostics and therapy in ophthalmology and microsurgery for its customers. ZEISS also stands for the world’s leading lithography optics, which are used by the chip industry to manufacture semiconductor components. ZEISS branded products such as ophthalmic lenses, photographic lenses and binoculars are sought-after and trendsetters worldwide.
With a portfolio geared towards future growth areas such as digitalization, health and Industry 4.0 and a strong brand, ZEISS is helping to shape technological progress and is advancing the world of optics and related areas with its solutions. The basis for the success and further continuous expansion of ZEISS’ technology and market leadership is the sustained high level of expenditure on research and development. ZEISS invests 15% of its revenue in research and development work – this high level of expenditure has a long tradition at ZEISS and is equally an investment in the future.
With more than 46,600 employees, ZEISS is active in around 50 countries with more than 60 sales and service locations, around 40 research and development locations and 30 production sites worldwide (September 30, 2025). The headquarters of the company, which was founded in Jena in 1846, is located in Oberkochen, Germany. The sole owner of the parent company, Carl Zeiss AG, is the Carl Zeiss Foundation, one of the largest German foundations for the promotion of science.
About ZEISS Microoptics
ZEISS Microoptics, the world’s only technology tier 1 for holographic solutions for a wide range of applications in the aerospace, mobility, home tech and consumer sectors. The “Multifunctional Smart Glass” technology enables, among other things, large-scale holographic projection systems, highly integrated cameras in transparent media and holographic lighting applications. ZEISS Microoptics offers the complete value chain from optical design and mastering to holographic replication systems for series production. ZEISS Microoptics, based in Jena, is part of the Photonics & Optics strategic business unit.
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Further links
👉 www.zeiss.de
Photo: ZEISS
