QuadAlliance plans mass production of holographic windshield displays

Double Perspective Zeiss, Tesa, Saint-Gobain, and Hyundai Aim for the Smart Windshield

2026-02-04 Source: dpa 2 min Reading Time

Zeiss, Tesa, Saint-Gobain Sekurit and Hyundai Mobis are now founding the "QuadAlliance", under whose umbrella the mass production of holographic windshield displays is to be promoted ...

Zeiss has announced that it has founded the "QuadAlliance" with its partners Tesa, Saint-Gobain Sekurit and Hyundai Mobis to ensure that future windscreens transmit important information smartly and without distracting the driver. Read more here ...(Image: Zeiss) — Zeiss has announced that it has founded the "QuadAlliance" with its partners Tesa, Saint-Gobain Sekurit and Hyundai Mobis to ensure that future windscreens transmit important information smartly and without distracting the driver. Read more here ...
(Image: Zeiss)

Zeiss, known worldwide for its expertise in optics and photonics, announces the formation of the "QuadAlliance" with Tesa, Saint-Gobain Sekurit and Hyundai Mobis. It offers a comprehensive supply chain for automotive OEMs to accelerate and simplify the series production of holographic windshield displays (HWD). By combining expertise in concept design, mastering and replication of holographic optical elements (HOE), automotive windshield lamination and PGU/HMI integration, the merger offers exactly what OEMs need, it is emphasized.

The Path Leads Away from the Distraction Display in the Car

As is well known, important driving information is still outside the driver's direct field of vision and an increasing number of displays of this type dominate the cockpit and distract the eye. Additional hardware also has a negative impact on energy efficiency, according to the 5 Series Group. However, users expect a differentiated driving experience, but classic displays limit the possible display size. The envisaged HWD systems overcame these challenges, however, by transforming conventional windscreens into "intelligent" and naturally transparent infotainment interfaces. The technology offers the following:

Ultra-large, highly transparent display: Over 92 percent HOE transmission and significantly more flexible scaling compared to PHUD (Picture Head-up Display);
Maximum design freedom: Under 0.4 gallons compact design and flexible PGU placement—suitable for curved glass surfaces;
Excellent brightness and clarity: Over 10,000 nit luminance (visible even in direct sunlight);
Future-proof: Support for 4K resolution and beyond—in parallel with the further development of PGU technology;
Increased safety, comfort and privacy: Display in the direct field of vision. Flexible eyebox design to reduce distraction and optimize visibility. "Dual eyebox" function for shared content;
Newly defined efficiency: Improved luminous efficacy, significant weight reduction and lower CO₂ emissions.

The new alliance aims to start series production of HWDs by 2029. By building a closed ecosystem that combines the strengths of all four companies, the alliance will then drive innovation synergies along the entire HWD value chain and thus accelerate market launch. The "QuadAlliance" also relies on close cooperation to ensure that HWD meets all automotive requirements in terms of quality, performance and reliability. Last but not least, all partners are proven market and innovation leaders in their respective fields, whose cooperation guarantees a resilient supply chain.

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