CES 2020: New Display Tech from Audi with Flexibility upon Request

Two displays, one goal – to follow the user’s needs and requests consistently. Audi is working on new display concepts with intelligent technologies that allow them to display a plethora of content. At CES 2020, the company will present the “Display on demand – transparent” and the “Audi 3D mixed reality head-up display.” With these, Audi is creating innovative solutions in the area of operation and display, one of the most important fields in automotive development.

Display on demand – transparent: transparent display with real black

This technology features a transparent display that extends along the entire width of the exhibit and is partially embedded in the instrument panel. The display is 15 cm tall and 122 cm wide. When watching a movie, for example, the display can be extended upward by up to 25.5 centimeters, allowing passengers to enjoy their movie in 16:9 format / on a 21-inch screen. 

This use case will be demonstrated at CES 2020 with the action-packed video clip entitled “Lunch Break” from the latest 20th Century Fox blockbuster “Spies in Disguise.” The movie features the Audi RSQ e-tron, the first concept car created exclusively for an animated movie by the brand with the four rings. It is characterized by an intelligent autopilot and a visionary design language. It also features electric drive and futuristic highlights such as a holographic speedometer. 

Further information on the Audi RSQ e-tron in “Spies in Disguise” can be found here: https://www.audi-mediacenter.com/en/press-releases/audi-designs-first-virtual-concept-car-for-hollywood-movie-spies-in-disguise-12189

The transparency and flexibility of the on-demand screen contribute to the feeling of spaciousness. The graphical user interface displays only information that the customer currently needs. This can be information relating to navigation but also communication and infotainment content. This information is displayed on display segments that are partially transparent or shaded in black, which increases the contrast of the display considerably. The disadvantage of current transparent displays in consumer electronics is that they cannot display deep black. To solve this problem Audi has integrated two layers in its display of the future. The first layer is a transparent OLED display and the second layer includes an additional black layer. This layer creates a particularly deep black. Sections of the display that are not needed for displaying such information remain completely transparent, providing an unobstructed view of the road. The experience feels more real and pleasant for the body, which helps to reduce motion sickness. The display is operated via a touch pad, which is also transparent and located in the center console.

Spacial vision: the Audi 3D mixed reality head-up display

Head-up displays project information that is relevant to the driver as easy-to-understand symbols and digits into the driver’s direct field of vision. This allows the eyes to take in the information very quickly, which contributes significantly to increasing the level of safety. Together with electronics group Samsung, Audi is working on a future generation that will be presented at CES 2020: the Audi 3D mixed reality head-up display. 

Similarly to current head-up displays, the new technology is installed in the instrument panel. The images are projected onto the windshield via lenses and mirrors. Just like a 3D television, the display generates two images of each picture: One pixel on the screen is intended for the left eye, and the neighboring one for the right eye. The 3D head-up technology uses an eye-tracking camera to detect the position of the eyes and then guides the pixels in different directions, so that they reach the corresponding eye accurately. 

To the driver, the images that the Audi 3D mixed reality head-up display shows appear to be floating at a distance of around 8 to 10 meters. Thanks to a special form of display, this apparent distance even increases to more than 70 meters. The great advantage of this is that the eyes, accustomed to a long-range view, do not have to refocus. Moreover, the 3D technology can mark real objects directly in the picture and generate a realistic impression of spacial depth. A navigation arrow that points exactly into the side road where the destination is located is one example of this.

The equipment, data, and prices specified in this document refer to the model range offered in Germany. Subject to change without notice; errors and omissions excepted. 

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