Augmented Reality Display Developer Envisics Raises $50M, Coming To Cadillac Lyriq

Augmented Reality Display Developer Envisics Raises $50M, Coming To Cadillac Lyriq

When Cadillac unveiled its upcoming Lyriq electric crossover earlier this year, one of the more interesting features that was mentioned was a new dual-plane, augmented reality heads up display (HUD). Unfortunately, GM provided few other details about the technology. We now know that the system is a new technology developed by UK-based Envisics which is announcing a $50 million series B funding round led by GM Ventures, SAIC Capital, Hyundai Mobis and Van Tuyl Companies. 

HUDs are not new to the automotive industry with GM introducing the first one in the Oldsmobile Cutlass Supreme in 1988. However, they have been quite limited until relatively recently. They typically only provide information in a single two-dimensional plane that appears to float somewhere above the middle of the hood. 

While this does help the driver avoid looking completely away from the road, it still requires the eyes to refocus, just as they do when looking at the instrument cluster or central display. That requires cognitive load and increases the likelihood of missing important information about what is happening on the road ahead. 

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