BMW enters world of augmented reality with new Heads-Up Display system

BMW HUD Display

BMW HUD Display
Luxury car maker BMW is well known for their attention to detail and innovative design. The company has held a coveted place amongst consumers for several years, commanding the respect of their competitors. The automakers place in the industry is currently on unsure grounds, however, as other companies begin to adopt new technologies that are proving popular amongst consumers. How BMW adapts to this changing landscape may determine the ultimate fate of the company.

While the auto industry’s energy revolution, focused primarily on hydrogen fuel, is well known by now, there is a similar revolution in car technology that is getting little attention. Earlier in the year, Japanese automaker Toyota unveiled a new technology that brought the windows of their vehicles to life with an array of digital displays. It became immediately clear that this technology was none other than augmented reality. Since Toyota’s showcasing of the technology, other car companies have been ways to incorporate augmented reality into their own vehicles.

BMW revealed their plans for augmented reality last week, detailing how the technology will be used to enhance their Heads-Up Display system. The automaker first launched their HUD system in 2004. The system uses a small projector to shoot images onto a vehicles windshield. The system was not quite as popular as they had hoped, but augmented reality may renew enthusiasm for the system. The company’s next generation HUD system will forgo the use of a color projector and focus solely on digital imagery, which will be painted onto the windshield without any problem.

The new system is still being tested, but the automaker says that it may be ready for their 2013 vehicles.

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