Envisics, a U.K.-based startup developing augmented reality (AR) holographic head-up display (HUD) technology for cars, has raised $50 million in a series B round of funding from a host of automotive giants, including Hyundai Mobis, General Motors’ VC arm GM Ventures, and China’s SAIC Motors’ investment offshoot SAIC Capital.
HUD technology originally gained traction in the aviation and military realm — where it allows pilots and operators to view data directly in their field of vision. But it has increasingly made its way into the automotive sphere, with the likes of BMW embracing HUDs to display things like speed and directions in the windshield. However, most modern HUD systems offer fairly basic graphical functionality with a limited field of view (FOV) that places images near the front of the car — basically as a secondary display for information already visible elsewhere in the vehicle.
With AR-enabled HUDs, cars can overlay