Ceres Holographics and Eastman, long-term innovation partners in advanced automotive display solutions, today announced they will demonstrate the latest evolution of their transparent in-plane display solution at the Beijing International Automotive Exhibition, taking place from April 23 to May 4, 2026 (public exhibition: April 24 to May 3).
The showcase features the world's largest in-plane display with multiple Holographic Optical Elements (HOEs) integrated into a single film laminated into an OEM-approved windshield. This achievement signals the technology's maturity and readiness for real-world deployment, marking a significant milestone in automotive display innovation.
Powered by Ceres' Holoflekt® manufacturing platform and Eastman's Saflex™ PVB interlayer, the windshield-embedded system uses compact LED projectors to deliver ultra-bright, full-color, non-obstructive content. The display maintains transparency when not in use, allowing drivers to see the road clearly, while projecting information such as navigation, speed, and alerts directly into the driver's line of sight.
The implications of this announcement are far-reaching for the automotive industry. By embedding displays directly into windshields, automakers can reduce driver distraction by keeping critical information within the natural field of view, potentially improving safety. Additionally, the technology opens new possibilities for augmented reality (AR) features, such as highlighting road hazards or overlaying navigation arrows onto the real world.
For Eastman, the collaboration reinforces its commitment to innovation in automotive materials. The Saflex PVB interlayer not only provides structural integrity and safety but also serves as the medium for integrating HOEs. For Ceres Holographics, this demonstration validates its Holoflekt manufacturing platform as a scalable solution for producing complex holographic optics at commercial scale.
The technology is also expected to influence vehicle design, enabling cleaner dashboards with fewer physical screens, and potentially reducing weight and complexity. As automakers compete to offer advanced infotainment and safety features, transparent in-plane displays could become a key differentiator.
More information is available at www.saflex-vanceva.eastman.com.
