TechNavio Releases Findings of Augmented Reality Survey Ahead of Geneva Motor Show

LONDON, March 6, 2014 /PRNewswire/ --

Key Customer Segments include Automotive Manufacturers, Consumers

TechNavio, an independent London-based global research firm, today announced the results of its research findings on the Augmented Reality (AR) Market. The study, which surveyed augmented reality and automotive professionals, found mixed views on AR technology in general, but optimism on the possibility of AR for infotainment.

Some respondents felt that the high initial implementation cost of AR would prove to be a significant hurdle in the penetration of augmented reality into the lower and mid-priced vehicle market. Currently, the major brands offering augmented reality in their premium vehicle are BMW, Mercedes-Benz, Audi, and Volkswagen with other mainstream brands, such as Toyota, Ford and GM looking to enter the market in the near future.  

Despite the high cost of the technology, leading vendors are optimistic about it because of the customizability of AR infotainment applications and the development of many new features on the horizon. There is a marked demand in the European and US markets for AR technology as it becomes available.

While there are many different technologies appearing on the market at present, most industry professionals agree that wind shield infotainment displays will be the preferred AR technology platform going forward, with Human-Machine Interface and Heads-up-Displays coming in a close second, due to their inherent safety features.

To determine these scenarios, TechNavio analysts surveyed over 60 experts from automotive industries in Europe, the USA and the APAC region.

Please view our article "Augmented Reality Revamping Infotainment in the Automotive Industry" for more details on this survey and to receive a free copy of the study.

About TechNavio

TechNavio is a leading technology research and advisory company with a global coverage. We focus on emerging technology trends that can shape the market. We identify and explain these trends to our customers to help them take better decisions.

TechNavio models the trends using a mix of quantitative and qualitative tools in its proprietary research methodologies. We build forecasts across market segments and geographies based on trends identified. These forecasts and analysis are used to help our customers identify opportunities in their markets. We also help customers assess their competitive position in a changing market scenario.

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SOURCE TechNavio