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 integrated into a single film laminated into an OEM-approved windshield, signaling the technology’s maturity and readiness for real-world deployment. 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.
This demonstration marks a significant milestone in the development of transparent displays for automotive windshields. By embedding holographic optical elements directly into the windshield interlayer, the technology enables augmented reality (AR) information, navigation cues, and entertainment content to be displayed across a large area without obstructing the driver’s view. The system’s ability to integrate multiple HOEs into a single film allows for versatile display zones, enhancing both safety and user experience.
The collaboration between Ceres Holographics and Eastman combines Ceres’ expertise in holographic display technology with Eastman’s advanced materials science. Ceres’ Holoflekt® platform enables high-volume manufacturing of complex holographic films, while Eastman’s Saflex™ PVB interlayer ensures optical clarity, durability, and compatibility with existing automotive lamination processes. This synergy has resulted in a solution that meets OEM standards, paving the way for adoption in production vehicles.
The timing of the showcase at the Beijing International Automotive Exhibition underscores the growing interest from Asian automakers in advanced display technologies. As vehicles become increasingly connected and autonomous, transparent displays offer a way to present information without distracting drivers, a critical factor for safety. The technology also opens up new possibilities for in-car entertainment and advertising.
According to the companies, the system’s use of compact LED projectors ensures high brightness and color accuracy even in challenging lighting conditions. The integration of multiple HOEs allows for seamless transitions between display zones, creating a cohesive user interface. Ceres and Eastman plan to work with automotive manufacturers to customize the display layout and functionality for different vehicle models.
For more information about Eastman’s Saflex™ products, visit www.saflex-vanceva.eastman.com. The full announcement, including downloadable images and bios, is available here.
