Augmented Reality (AR) in Automotive – Thematic Research

Powered by

All the vital news, analysis, and commentary curated by our industry experts.

The global augmented reality (AR) market was worth nearly $7 billion in 2020. The market is expected to grow at a CAGR of more than 35% by 2030.  AR is a technology that allows the user to see the real world overlaid with digital data. Unlike semi-autonomous or fully self-driving vehicles, the ability to see the outside world is a safety-critical issue in vehicles where a human is driving. AR can also enable the safer operation of vehicles through easily understandable head-up displays (HUDs). Moreover, it can ensure faster training of automotive staff and create more immersive entertainment experiences.

AR can play a wide range of valuable roles in vehicles. By overlaying navigation instructions on real-world images, AR enables more precise guidance based on the actual road layout facing the driver. From a practical perspective, this means junction exits and final destinations can be visibly highlighted. From a safety perspective, potential hazards, including potholes, pedestrians, and other vehicles on the road, can be visibly highlighted. This is especially useful in night-time conditions or when severe weather patterns reduce visibility.

AR Market Outlook (2020-2030)

Global AR market overview

For more insights on this report, download a free report sample

What is the impact of AR on the automotive industry?

COVID-19 may present an opportunity for AR. Consumers are understandably wary of interacting with shared surfaces, so there could be more demand for systems that allow users to interact without making physical contact with controls. This could manifest as deeper smartphone integration for interacting with ride-hail services.

Autonomous technology can also act as a selling point, and with more autonomy comes the ability to integrate more instances of AR technology. In semi-autonomous vehicles, vehicle occupants, particularly the driver, have more time to devote to tasks other than driving the car. In these circumstances, drivers and passengers can interact with onboard entertainment systems through AR without being constantly aware of their surrounding environment. Bringing these technologies together in one vehicle would certainly help attract more customers.

AR headsets can reduce both the error rate and the amount of time spent quality checking components before they are put together. This reduces the likelihood of cars being recalled due to manufacturing errors and increases the amount of time a vehicle can be on the road before it requires repair.

Considering that novel on-board technological experiences are a potential avenue to attract younger buyers to a brand, it’s easy to see how AR could enhance a vehicle’s digital package. Whether that is through augmenting digital content into the interior experience or creating a virtual experience as part of a new model’s marketing campaign, there are myriad ways the technology could be used to help sell vehicles.

What are the different value chains of AR market?

The value chains of AR market can be divided into five segments: semiconductors, components, devices, platforms, and apps & content.


Semiconductors are one of the key battlegrounds in AR today. Chipmakers are now striving to improve their existing capabilities to suit the evolving requirements of AR, mostly around screen resolution, frame rates, processing speed, and connectivity.


Much of the major action in AR components is around 3D sensors, cameras, audio, displays, and batteries. These components come together for positional tracking, motion tracking, gesture recognition, and machine vision.


AR-enabling hardware comes in various forms, including smartphones, eyewear (AR smart glasses), and AR headsets. For consumer AR applications, smartphones are the most commonly used platform, while enterprises typically prefer AR headsets and AR smart glasses, which offer a broader range of functions.


Building an AR ecosystem by incorporating both hardware and software is essential for the long-term success of any company in this market. The five prerequisites for a successful AR ecosystem are application programming interfaces (APIs) & SDKs, AR engines – games, AR engines – enterprise, AI, and application delivery networks (ADNs) & content delivery networks (CDNs).

Apps & Content

Content is a major area of concern for AR companies. Snap, Meta, Tencent, and ByteDance have merged AR and eCommerce into their social media platforms, offering users the ability to try on products virtually. The ease of viewing products online, coupled with the ability to interact with those products, gives users a novel and immersive shopping experience.

AR Market, by Value Chains

Global AR market, by value chains

For more value chain insights, download a free report sample

Which are the key automotive companies associated with the AR theme?

The key automotive companies associated with the AR theme are BMW, Continental, Daimler, Ford, General Motors (GM), Hyundai, Jaguar Land Rover (JLR), Nissan, Stellantis, Tesla, Toyota, Volkswagen, and Volvo.

Automotive Companies Associated with AR Theme

Automotive companies associated with AR theme

To know more about key automotive companies, download a free report sample

Which are the specialist AR market vendors in the automotive sector?

The specialist AR market vendors in the automotive sector are Blippar, DigiLens, Envisics, StradVision, Varjo, Visteon, and WayRay.

Specialist AR Vendors in the Automotive Sector

Specialist AR vendors in the automotive sector

To know more about specialist AR vendors, download a free report sample

Market Report Scope

Market size Nearly $7 billion
CAGR >35%
Forecast period 2020-2030
Value chains Semiconductors, components, devices, platforms, and apps & content.
Key automotive companies BMW, Continental, Daimler, Ford, General Motors (GM), Hyundai, Jaguar Land Rover (JLR), Nissan, Stellantis, Tesla, Toyota, Volkswagen, and Volvo.
Specialist AR vendors Blippar, DigiLens, Envisics, StradVision, Varjo, Visteon, and WayRay.

Segments Covered in the Report

AR Value Chain

  • Semiconductors
  • Components
  • Devices
  • Platforms
  • Apps and content


  • The detailed value chain comprises five segments: semiconductors, components, devices, platforms, and applications and content. Leading and challenging vendors are identified across all five segments.
  • The challenges the automotive sector is currently facing are outlined, and the solutions provided by augmented reality are addressed.
  • Details of specific use cases of augmented reality in the automotive sector are given.
  • Forecasts are given for augmented reality revenues to 2030 split by end-user (consumer and enterprise) and platform (hardware and software).
  • Comprehensive industry analysis is also provided, looking at patent, company filing, hiring, and social media trends related to augmented reality in the automotive sector.
  • It contains details of M&A deals driven by the augmented reality theme both globally and within the automotive sector, and a timeline highlighting milestones in the development of augmented reality.

Reasons to Buy

  • Understand the impact augmented reality is having in the automotive space. Identify the emerging trends in the theme and how these developments might advance in the future.
  • Learn about the different use cases and where they are emerging. View market and forecast data for the sector.
  • Source the leading vendors for augmented reality in the au industry from our winners’ lists and shortlist potential partners based on their areas of expertise.
  • Quickly identify attractive investment targets by understanding which companies are most advanced in the themes that will determine future success in the TMT industry.
  • GlobalData’s thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors. It has a proven track record of identifying the important themes early, enabling companies to make the right investments ahead of the competition, and secure that all-important competitive advantage.

Aston Martin
General Motors
Jaguar-Land Rover

Table of Contents

1 Executive Summary

2 AR Value Chain

2.1 Semiconductors

2.2 Components

2.3 Devices

2.4 Platforms

2.5 Apps and content

3 Automotive Challenges

4 The Impact of AR on Automotive

5 Case Studies

6 Data Analysis

6.1 Market size and growth forecasts

6.2 Mergers and acquisitions

6.3 Mergers and acquisitions in automotive

6.4 Partnerships in automotive

6.5 Patent trends

6.6 Company filings trends

6.7 Hiring trends

6.8 Social media trends

6.9 AR timeline

7 Companies

7.1 Leading AR adopters in automotive

7.2 Leading AR vendors

7.3 Specialist AR vendors in automotive

8 Sector Scorecard

8.1 Future mobility sector scorecard

8.2 Parts and tires sector scorecard

8.3 Vehicle manufacturing sector scorecard

9 Glossary

10 Further Reading

11 Our Thematic Research Methodology

12 About GlobalData

13 Contact Us

Frequently asked questions

Augmented Reality (AR) in Automotive – Thematic Research thematic reports
Currency USD

Can be used by individual purchaser only


Can be shared globally by unlimited users within the purchasing corporation e.g. all employees of a single company

Undecided about purchasing this report?

Enquire Before Buying Request a Free Sample

Get in touch to find out about multi-purchase discounts
Tel +44 20 7947 2745

Every customer’s requirement is unique. With over 220,000 construction projects tracked, we can create a tailored dataset for you based on the types of projects you are looking for. Please get in touch with your specific requirements and we can send you a quote.

Sample Report

Augmented Reality (AR) in Automotive – Thematic Research was curated by the best experts in the industry and we are confident about its unique quality. However, we want you to make the most beneficial decision for your business, so we offer free sample pages to help you:

  • Assess the relevance of the report
  • Evaluate the quality of the report
  • Justify the cost

Download your copy of the sample report and make an informed decision about whether the full report will provide you with the insights and information you need.

Below is a sample report to understand what you are buying

See what our customers are saying

“The GlobalData platform is our go-to tool for intelligence services. GlobalData provides an easy way to access comprehensive intelligence data around multiple sectors, which essentially makes it a one-for-all intelligence platform, for tendering and approaching customers.

GlobalData is very customer orientated, with a high degree of personalised services, which benefits everyday use. The highly detailed project intelligence and forecast reports can be utilised across multiple departments and workflow scopes, from operational to strategic level, and often support strategic decisions. GlobalData Analytics and visualisation solutions has contributed positively when preparing management presentations and strategic papers.”

Business Intelligence & Marketing Manager, SAL Heavy Lift

“COVID-19 has caused significant interference to our business and the COVID-19 intelligence from GlobalData has helped us reach better decisions around strategy. These two highlights have helped enormously to understand the projections into the future concerning our business units, we also utilise the project database to source new projects for Liebherr-Werk to use as an additional source to pitch for new business.”

Market Analyst & Management, Liebherr-Werk

Your daily news has saved me a lot of time and keeps me up-to-date with what is happening in the market, I like that you almost always have a link to the source origin. We also use your market data in our Strategic Business Process to support our business decisions. By having everything in one place on the Intelligence Center it has saved me a lot of time versus looking on different sources, the alert function also helps with this.

Head of Key Accounts, Saab AB

Having used several other market research companies, I find that GlobalData manages to provide that ‘difficult-to-get’ market data that others can’t, as well as very diverse and complete consumer surveys.

Marketing Intelligence Manager, Portugal Foods

Our experience with GlobalData has been very good, from the platform itself to the people. I find that the analysts and the account team have a high level of customer focus and responsiveness and therefore I can always rely on. The platform is more holistic than other providers. It is convenient and almost like a one stop shop. The pricing suite is highly competitive and value for our organisation.

I like reports that inform new segments such as the analysis on generation Z, millennials, the impact of COVID 19 to our banking customers and their new channel habits. Secondly the specialist insight on affluent sector significantly increases our understanding about this group of customers. The combination of those give us depth and breadth of the evolving market.

I’m in the business of answering and helping people make decisions so with the intelligence center I can do that, effectively and efficiently. I can share quickly key insights that answer and satisfy our country stakeholders by giving them many quality studies and primary research about competitive landscape beyond the outlook of our bank. It helps me be seen as an advisory partner and that makes a big difference. A big benefit of our subscription is that no one holds the whole data and because it allows so many people, so many different parts of our organisation have access, it enables all teams to have the same level of knowledge and decision support.

Head of Customer Insight and Research, Standard Chartered

“I know that I can always rely on Globaldata’s work when I’m searching for the right consumer and market insights. I use Globaldata insights to understand the changing market & consumer landscape and help create better taste & wellbeing solutions for our customers in food, beverage and healthcare industries.

Globaldata has the right data and the reports are of very high quality compared to your competitors. Globaldata not only has overall market sizes & consumer insights on food & beverages but also provides insights at the ingredient & flavour level. That is key for B2B companies like Givaudan. This way we understand our customers’ business and also gain insight to our unique industry”

Head of Consumer Sensory Insights, Givaudan

GlobalData provides a great range of information and reports on various sectors that is highly relevant, timely, easy to access and utilise.  The reports and data dashboards help engagement with clients; they provide valuable industry and market insights that can enrich client conversations and can help in the shaping of value propositions. Moreover, using GlobalData products has helped increase my knowledge of the finance sector, the players within it, and the general threats and opportunities.

I find the consumer surveys that are carried out to be extremely beneficial and not something I have seen anywhere else. They provided an insightful view of why and which consumers take (or don’t) particular financial products. This can help shape conversations with clients to ensure they make the right strategic decisions for their business.

One of the challenges I have found is that data in the payments space is often piecemeal. With GD all of the data I need is in one place, but it also comes with additional market reports that provide useful extra context and information. Having the ability to set-up alerts on relevant movements in the industry, be it competitors or customers, and have them emailed directly to me, ensures I get early sight of industry activity and don’t have to search for news.

Senior Account Manager, TSYS
Go even deeper with GlobalData Intelligence Center

Every Company Report we produce is powered by the GlobalData Intelligence Center.

Subscribing to our intelligence platform means you can monitor developments at Augmented Reality (AR) in Automotive – Thematic Research in real time.

  • Access a live Augmented Reality (AR) in Automotive – Thematic Research dashboard for 12 months, with up-to-the-minute insights.
  • Fuel your decision making with real-time deal coverage and media activity.
  • Turn insights on financials, deals, products and pipelines into powerful agents of commercial advantage.