汽车用XR产业(2025年)

1. XR设备与AI模型的融合正在革新用户的出行体验。

随着科技的进步，XR设备与AI模型的融合正在颠覆汽车产业，显着提升使用者的出行体验。具体而言，AI模型的加入使得XR设备的AI记忆功能能够利用影像辨识技术精准记录车辆停车位置，帮助使用者在复杂的停车场快速定位车辆。此外，部分XR设备还具备离线支付功能，进一步推动汽车生态系统的演进。使用者可以利用XR设备整合停车、加油等出行关键场景。未来，XR设备的应用范围将扩展到音乐/视讯订阅、汽车应用购买以及全品类线上购物，形成覆盖全出行环节的智慧服务闭环，为用户带来更智慧高效的用车体验。

2. XR技术整合车辆数据，拓展使用情境。

XR技术整合了车辆软硬体资讯。车载硬体设备（例如雷达和视觉感测器）与软体系统（例如导航演算法、资讯娱乐系统和车载云数据）的深度融合，拓展了车辆的使用场景，包括娱乐（例如车内观看/游戏）、导航和驾驶辅助（例如导航指示、停车辅助和危险预警）以及无缝资讯流（例如智慧型手机、智慧型眼镜和智慧型汽车等多联设备之间的全场景）。

3. 主机厂将布置XR技术，拓展新的市场成长点。

根据本报告的分析结果，虽然XR技术与汽车的融合在各个场景中展现出巨大的应用潜力，但车载XR技术仍处于起步阶段，尚未达到市场临界点。此外，该技术的推广也面临许多挑战，主要包括成熟度不足、成本高昂以及在汽车应用中需要提升用户接受度等。

儘管面临这些挑战，但各大主机厂仍在积极布局，探索突破之路。 2025年，广汽、一汽、长城、极客等企业均已公布XR相关专利。理想汽车在其2025年招聘启事中，也列出了多个与AI/VR智慧眼镜相关的职位，包括高级硬体产品经理、AI硬体产品经理等，体现了公司在团队建设和推动XR技术在汽车领域应用方面所做的巨大努力。

这显示主机厂对XR技术在汽车领域的应用充满信心，并采取实际措施加速其部署。随着技术的成熟、成本的下降以及用户对智慧移动体验需求的提升，XR技术有望成为产业转型升级的关键驱动力，为产业创造新的成长机会。

本报告深入探讨中国车载XR产业，提供XR产业炼及关键技术要素分析、核心技术及光学显示解决方案解读，以及国内外车载XR设备/软体解决方案供应商的最新产品及解决方案。

目录

序文

定义

第1章 汽车用XR概要与市场趋势

• XR分类与定义
• XR产业链
• XR主流核心运算晶片概述
• 主要XR技术概述
• VR/MR光学模组方案对比
• AR光学模组方案对比
• XR近眼显示方案对比
• XR设备透视技术路线：光学透视（OST）/视讯透视（VST）
• XR在汽车产业的商业应用情境概述
• XR在汽车产业的消费者应用场景概述
• 中国智慧穿戴装置的政策环境产品
• 汽车XR发展趋势1
• 汽车XR发展趋势2
• 汽车XR发展趋势3
• 汽车XR发展趋势4

第2章 汽车用XR设备/软体解决方案的主要供应商

• Meta
• RayNeo
• Rokid
• XREAL
• Holoride
• ELEJO
• CATARC Intelligent Connected Technology
• Hysim Technology

第3章 OEM和相关生态系统企业的XR设计

• BMW
• 吉利
• 和谐智慧旅行联盟 (HIMA)
• 理想汽车
• 蔚来汽车
• 创维
• 奇瑞
• 广汽集团汽车XR布局
• 一汽XR布局：智慧玻璃专利
• 长城汽车XR布局：智慧玻璃专利

Automotive XR industry research: automotive XR application is still in its infancy, and some OEMs have already made forward-looking layout

The Automotive XR Industry Report, 2025, released by ResearchInChina, focuses on the automotive XR field, deconstructs the XR industry chain and key technological elements, provides a detailed interpretation of core technologies and optical display solutions, and summarizes the latest products and solutions of Chinese and foreign automotive XR device and software solution suppliers. In addition, this report offers an in-depth analysis of XR layout of OEMs and related ecosystem companies, involving OEMs' XR strategic layout, latest automotive XR products, and XR patents. Finally, it explores the status quo and trends of automotive XR development according to market dynamics.

1. The integration of XR devices and AI foundation models is revolutionizing user mobility experience.

As technology advances, the integration of XR devices and AI foundation models is bringing a disruption to the automotive sector, significantly enhancing user mobility experience. Specifically, with introduction of AI foundation models, the AI memory function of XR devices can accurately record the parking location of a vehicle using image recognition technology, helping users quickly locate their cars in complex parking lots. Additionally, some XR devices feature offline payment function, fostering the evolution of automotive ecosystems. Users can leverage XR devices to integrate essential mobility scenarios such as parking fee and refueling payments. In the future, this may extend to subscription to music/video content, purchase of vehicle apps, or full-category online shopping, forming a smart service loop that covers the entire mobility link to create more intelligent and efficient in-vehicle experiences for users.

Case 1: the AI memory function of automotive XR helps users accurately locate their vehicles.

In April 2024, the second-generation Ray-Ban Meta introduced the Meta AI foundation model. On September 26, 2024, the new version Llama 3.2 was released at the Meta Connect. It further enhances AI interaction capabilities and brings users an AI memory function that helps them remember daily details, such as parking locations, phone numbers, and shopping reminders.

With this feature, after parking, users can take a photo of the parking spot via either voice commands or the button on the right temple of the glasses. The photo is automatically stored in the glasses and, if connected to Wi-Fi, synced to the phone. Moreover Ray-Ban Meta automatically performs AI recognition on the photo, extracting information such as the parking spot number and storing it accordingly. When users need to locate their vehicle, they simply voice to inquire, and the glasses will provide the parking spot number by speech. Users can also view the photo in the Meta View app to locate the car.

Case 2: XR devices integrate payment function, expected to land in in-vehicle payment scenarios.

a.Rokid Glasses has now integrated Alipay's "AI Life Assistant" Zhi Xiao Bao, launching the innovative AR glasses payment function based on voiceprint recognition. In such scenarios as ride hailing, food ordering, or QR code scan to pay with Rokid Glasses, users only need to wake up Zhi Xiao Bao via voice command and state the amount (e.g., "Zhi Xiao Bao, pay 50 yuan"), and the system will complete identity verification through voiceprint comparison, enabling quick small-amount payments without any manual operation throughout the process.

2.On April 29, 2025, Meizu announced its official launch of the offline payment function for StarV Air2 smart glasses, and implementation of this function in Q3 this year. Users wearing StarV Air2 smart glasses only need to activate the payment function via the built-in voice assistant, utter a payment confirmation command, and voice to confirm payment details such as the amount, and they can complete the transaction effortlessly, without the need to pull out their phones or use other devices.

2. XR technology integrates vehicle data, expanding application scenarios.

XR technology integrates with vehicle software and hardware information. By deeply integrating vehicle hardware devices (e.g., radar and visual sensor) and software systems (navigation algorithm, infotainment system, vehicle cloud data, etc.), it expands vehicle application scenarios, including entertainment (e.g., in-cabin viewing/gaming), navigation and driving assistance (e.g., navigation instruction, parking assist, and danger warning), and seamless information flow (e.g., all-scenario interconnection between multiple devices like smartphones, smart glasses and smart cars).

3. OEMs deploy XR technology to expand new growth space in the market.

According to the analysis results of the report, although the integration of XR technology and vehicles demonstrates considerable application potential in scenarios, automotive XR technology is still in its infancy and has yet to reach a market tipping point. The advancement of the technology also faces obstacles, primarily due to challenges such as insufficient maturity, high costs, and the need to improve user acceptance in automotive applications.

Facing these challenges, OEMs work to deploy and seek the way to make breakthroughs. In 2025, GAC, FAW, Great Wall and Zeekr among others have disclosed XR-related patents; Li Auto also posted several job openings related to AI/VR smart glasses in its 2025 recruitment notices, including Senior Hardware Product Manager and AI Hardware Product Manager, which indicates its great efforts to build teams and promote application of XR technology in the automotive sector.

This shows that OEMs are highly confident in the application prospects of XR technology in the automotive field and are taking concrete actions to accelerate their deployment. As the technology matures, costs decline, and user demand for smart mobility experience grows, XR technology is expected to become a key driver of automotive industry transformation, creating new growth opportunities for the sector.

Table of Contents

Preface

Definitions

1 Overview of Automotive XR and Market Trends

• 1.1 Classification and Definition of XR
• 1.2 XR Industry Chain
• XR Industry Chain Map
• 1.3 Summary of Mainstream Core Computing Chips for XR
• 1.4 Summary of Key XR Technologies
• 1.5 Comparison between VR/MR Optical Module Solutions
• 1.6 Comparison between AR Optical Module Solutions
• BirdBath Optical Solution
• BirdBath Optical Solution: Suppliers' Solutions
• Summary of Optical Waveguide Technologies
• Optical Waveguide Technologies (1): Geometric Waveguide
• Optical Waveguide Technologies (2): Diffractive Waveguide - Surface Relief Grating Waveguide
• Optical Waveguide Technologies (3): Diffractive Waveguide - Volume Holographic Waveguide
• 1.7 Comparison between XR Near-Eye Display Solutions
• LCoS Display Solution
• DLP Display Solution
• LBS Display Solution
• Micro OLED Display Solution
• Micro LED Display Solution
• 1.8 XR Device See-Through Technology Route: Optical See-Through (OST) / Video See-Through (VST)
• XR Device See-Through Technology Route (1): Optical See-Through (OST)
• XR Device See-Through Technology Route (2): Video See-Through (VST)
• 1.9 Summary of Business Application Scenarios of XR in Automotive Industry
• 1.10 Summary of Consumer Application Scenarios of XR in Automotive Industry
• 1.11 Policy Environment for Smart Wearable Products in China
• 1.12 Automotive XR Development Trend 1
• 1.13 Automotive XR Development Trend 2
• Case (1)
• Case (2)
• 1.14 Automotive XR Development Trend 3
• Case (1)
• 1.15 Automotive XR Development Trend 4
• Case (1)

2 Major Automotive XR Device and Software Solution Suppliers

• 2.1 Meta
• Profile
• AI Glasses Products (1): RayBan Meta
• AI Glasses Products (2): Aria Gen 2
• AR+AI Glasses Product: Orion
• Latest VR Headset: Quest 3S
• VR Headset Device: Comparison between Quest Products
• 2.2 RayNeo
• Profile
• AI + AR Ecosystem Architecture
• Launch of New AI+AR Glasses Product: RayNeo X3 Series
• Launch of AR Glasses with Built-In Self-Developed Foundation Model and Voice Assistant RayNeo AI: RayNeo X2 (Lite)
• 2.3 Rokid
• Profile
• Operating System for Rokid AR Spatial: YodaOS-Master System Framework Diagram
• Launch of AR+AI Smart Glasses with Built-In Tongyi Qianwen Model: Rokid Glasses
• Cooperation on Smart Glasses Ecosystem
• 2.4 XREAL
• Profile
• Comparison between AR Glasses Products
• Launch of New Generation Consumer Grade AR Glasses: XREAL One
• XREAL and Google Jointly Developed AR Glasses: Project Aura
• Project Aura Adopts Google's New Android XR Operating System
• Dynamics in Automotive XR Cooperation
• 2.5 Holoride
• Profile
• Ecosystem Architecture Diagram
• Automotive XR Hardware Solution: Holoride Retrofit
• Automotive XR Software Solution: VR In-Vehicle Entertainment Application -Holoride Cinema
• To Launch Upgraded Software Suite After Restructuring, Supporting Existing Virtual Reality Formats in Vehicles
• 2.6 ELEJO
• Profile
• Automotive XR-enabled Intelligent Cockpit: ELEJO Technology Architecture
• Automotive XR-enabled Intelligent Cockpit: ELEJO Algorithm & Engine
• Automotive XR Ecosystem Collaboration and Business Model
• Automotive XR Ecosystem Collaboration Cases
• 2.7 CATARC Intelligent Connected Technology
• Profile and Automotive XR Technology Application Solutions
• Intelligent Vehicle XR Virtual Simulation R&D Service Platform
• Intelligent Vehicle XR Virtual Simulation Verification Software System
• 2.8 Hysim Technology
• Profile
• XR Technology Application - System Architecture
• mHuman-XR User Experience Virtual Prototype Verification Platform
• mHuman-XR User Experience Virtual Prototype Verification System Architecture
• mHuman-XR Business Scenarios
• NEVC Established New Energy Vehicle Application Scenario Experience Lab Based on mHuman-XR Solution
• Intelligent Cockpit Dynamic Simulation Driving Solution
• Other Automotive XR Cooperation Cases

3 XR Layout of OEMs and Related Ecosystem Companies

• 3.1 BMW
• Achieved Fully Immersive Automotive AR Glasses Experience in 2024
• Demonstrated Driving Experience Enhanced with XREAL Air 2 Glasses, and Plan to Integrate AR into IVI in the Future
• Collaborated with Meta to Explore Vehicle Tracking Systems Based on Meta Quest Pro
• Collaborated with Meta to Enable Vehicle Gaming Entertainment Based on Meta Quest Pro
• BMW Mini Launched Automotive Mixed Reality Solution
• 3.2 Geely
• Multiple Auto Brands Like Geely, Lynk & Co and Galaxy Cooperated with Xingji Meizu on Smart Glasses
• Xingji Meizu Launched New Smart Glasses Brand "STAR"
• STAR Smart Glasses Achieve Multi-Device Interconnection Based on Flyme AIOS
• Xingji Meizu's AR Smart Glasses Products (1): StarV Air2
• Xingji Meizu's AR Smart Glasses Products (2): MYVU AR Smart Glasses
• Xingji Meizu's AR Smart Glasses Products (3): MYVU Explorer Edition AR Smart Glasses
• Xingji Meizu AR Glasses' Offline Payment Function Is Available to In-Vehicle Payment Scenarios
• Xingji Meizu's XR Layout: Smart Glasses Patent
• Zeekr's XR Layout: Smart Glasses Patent
• 3.3 Harmony Intelligent Mobility Alliance (HIMA)
• Based on Harmony OS, HIMA Achieves Terminal Interconnection with Huawei Smart Glasses
• Huawei Ecosystem Strategy: Build HarmonyOS World Based on Five Major Scenarios and Innovative Technologies
• Huawei Ecosystem Strategy: 1+8+N All-Scenario Strategy
• Huawei's Smart Wearable Technology Brand: TruSense System
• Huawei AR Smart Glasses Product: Huawei Smart Glasses 2
• Huawei's XR Layout: Smart Glasses Patent
• 3.4 Li Auto
• Cooperation on Smart Glasses
• AR Smart Glasses Products: RayNeo Air 3 AR Glasses
• AR Smart Glasses Products (1): Rokid Max AR Glasses
• AR Smart Glasses Products (2): Rokid Max2 AR Glasses
• XR Layout (1): Recruiting AR/VR Smart Glasses Related Product Managers
• XR Layout (2): Smart Glasses Patent
• 3.5 NIO
• Achieve Cockpit Virtual Design and Review Based on XR Glasses
• VR Headset: NIO VR Headset
• AR Smart Glasses Product: NIO Air AR Glasses
• XR Layout: Smart Glasses Patent
• 3.6 Skyworth
• XR Product Layout
• Collaborated with Skyworth XR to Launch Sleep Aid VR Headset
• Comparison between MR/VR Headset Series
• Key Features of MR/VR Headset
• MR/VR Headset Software Algorithm: Self-Developed 6DoF Algorithm
• MR/VR Headset Software Platform SkyOS: Add Interactive 3D Scenes
• XR Layout: Smart Glasses Patent
• 3.7 Chery
• XR Layout: Released GENE Concept Car, Integrated with VR Glasses
• iCAR V23 Can Integrate with VR Glasses
• XR Layout: Smart Glasses Patent
• 3.8 GAC Group's Automotive XR Layout
• XR Layout: Smart Glasses Patent
• 3.9 FAW's XR Layout: Smart Glasses Patent
• 3.10 Great Wall Motor's XR Layout: Smart Glasses Patent