Eastman and Ceres Holographics Showcase a Holographic-Enabled Transparent Display Windshield at EAC 2024 in Suzhou, China

Ceres Holographics and Eastman Unveil Industry’s First Fully-Integrated Windshield Featuring Multiple Holographic Transparent Display HUDs in a Single Laminate Construct

New technology will be demonstrated at the world’s largest automotive market.  

Eastman and Ceres Holographics, a pioneer in the design and manufacture of holographic films for advanced transparent displays in automotive applications, today announced an expanded partnership to deliver holographic-enabled windshields for OEMs in China.

Eastman and Ceres Holographics jointly introduced for the first time in China, a fully laminated, holographic-enabled transparent display system for automotive windshields during EAC 2024 Conference in Suzhou (June 21-22, 2024).

The windshield is based on Eastman innovative interlayer solutions that combine Ceres HoloFlekt® technology to embed multiple holographic optical elements in a full-size film, into laminated windshields. This is paired with a small form-factor projector for a crisp, vivid display without requiring active display or nanoparticle-based technology in the glass.

This innovation will provide cost-effective and customizable head-up display solutions that show safety, operational and navigation information for drivers as well as infotainment for passengers without compromising safety or performance.

“This combined technology enables a greatly expanded range of information display and car management applications available to drivers and passengers without becoming a distraction,” said Romain Delorme, Eastman HUD segment market manager. “The industry has long recognized the potential of holographic-enabled displays, but attempts to make them a reality have been impractical. That’s largely due to performance challenges associated with the lamination process through an auto-approved interlayer. We are excited to show a successful lamination of the HoloFlekt® precision, light-guiding film into an automotive-approved windshield which we believe will accelerate the adoption of this safety- and convenience-enhancing solution.”

“The HUD and transparent display market in China is witnessing robust growth driven by escalating automobile production and sales alongside a rising demand for safety features and UX differentiation,” said Andy Travers, CEO of Ceres Holographics. “To address this growing demand, we are expanding our longstanding partnership with Eastman, capitalizing on their established track record and regional network to expedite the adoption of holographic transparent displays. The combination of our capabilities can transform glass into an ultrabright, full-color, cost-effective, compact and intelligent windshield suitable for widespread adoption.”

The display systems are part of a venture to integrate intuitive, transparent display systems into vehicles while enhancing the experience of traditional, semiautonomous and fully autonomous cars. The companies have been working together on market-specific business development and commercialization strategies focused on leading automotive OEM partners in China.

China represents the world’s largest automotive market. Annual vehicle production in China surpasses 32% of global output, exceeding that of the European Union, the United States and Japan (source: LMC).

About Eastman

Founded in 1920, Eastman is a global specialty materials company that produces a broad range of products found in items people use every day. With the purpose of enhancing the quality of life in a material way, Eastman works with customers to deliver innovative products and solutions while maintaining a commitment to safety and sustainability. The company’s innovation-driven growth model takes advantage of world-class technology platforms, deep customer engagement, and differentiated application development to grow its leading positions in attractive end markets such as transportation, building and construction, and consumables. As a globally inclusive and diverse company, Eastman employs approximately 14,000 people around the world and serves customers in more than 100 countries. The company had 2023 revenue of approximately $9.2 billion and is headquartered in Kingsport, Tennessee, USA. For more information, visit www.eastman.com.

About Ceres Holographics

Headquartered in Livingston, Scotland, Ceres Holographics specializes in the design, digital mastering and replication of next-generation, thin-film Holographic Optical Elements (HOEs) for new transparent display (TD) and augmented reality applications. With extensive expertise in photonic, optical systems and holographic photopolymer films, Ceres Holographics empowers organizations to create immersive visual experiences that enhance product functionality and performance for mass-market applications in automotive, transportation, aerospace and wearable technology.