Next-generation display global dream team rises to seize market. Participating companies include Hyundai Mobis, ZEISS, tesa, Sekurit, and others.
Hyundai Mobis said on the 3rd that it launched the "Quad Alliance" to mass-produce the "holographic windshield display (HWD)" with European specialist companies that each hold leading technologies in the related fields.
The technology development alliance includes Germany's ZEISS, which has world-class optical technology, Germany's tesa, the global leader in tape adhesion, and France's Saint-Gobain Sekurit, Europe's No. 1 automotive glass manufacturer.
Hyundai Mobis earlier attracted industry attention by leading ZEISS's first entry into the mobility market through exclusive collaboration in 2024. Based on the technological maturity built with ZEISS, Hyundai Mobis plans to expand the collaborative ecosystem to four companies and pursue the actual commercialization of HWD by 2029.
The holographic windshield display (HWD) is an innovative technology that uses the vehicle's front windshield as a giant display without a separate physical screen, allowing drivers to check driving information without diverting their gaze. Using a special HOE (holographic optical element) film that employs optical elements, it accurately delivers various driving information and infotainment images to the eye positions of the driver and passengers.
It features over 92% light transmittance (clear glass level) and overwhelming brightness of more than 10,000 nits (about twice the level of outdoor LED billboards), providing clear images even in bright daytime conditions. By utilizing the optical properties of HOE, the system is designed so the driver cannot see the passenger-side screen, allowing passengers to safely enjoy videos, games and other infotainment while driving. This technology can maximize driving safety and space utilization, making it a core technology for future mobility.
Through this four-way alliance, Hyundai Mobis will oversee the overall HWD system and the design and production of the projector that projects images, based on its vehicle interface solution capabilities. ZEISS will design the HOE film to maximize screen clarity and visibility, tesa will mass-replicate this high-performance film, and Sekurit will handle the precise process of bonding the film to the windshield glass.
This technological cooperation means a "one-stop supply chain solution" has been established, covering HWD from design to parts production and assembly. Hyundai Mobis has secured both mass-production quality and reliability by preparing the supply chain ecosystem in advance in addition to its leading technical capabilities.
Meanwhile, Hyundai Mobis has unveiled advanced models applying the technology at global exhibitions including CES, Germany's IAA and the Shanghai motor show, drawing strong interest from major customers. In particular, at CES 2026 held in the United States last month, it won an innovation award, once again proving its technological competitiveness.
Hyundai Mobis executive vice president of the electronics BU Jeong Soo-kyung said the technology, which opens the future of in-vehicle displays, will provide differentiated value to customer companies, and said the company will work closely with global partners through to mass production to maximize technological competitiveness and firmly establish an image of leading innovative technology in the global market.
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