查看购物车
  • Traditional Chinese
  • English
  • Japanese
封面
市场调查报告书
商品编码
1945761

汽车扩增实境和虚拟实境市场－全球产业规模、份额、趋势、机会及预测（按类型、应用、地区和竞争格局划分，2021-2031年）

Automotive AR & VR Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type, By Application, By Region & Competition, 2021-2031F
出版日期: | 出版商: TechSci Research | 英文 182 Pages | 商品交期: 2-3个工作天内

价格

We offer 8 hour analyst time for an additional research. Please contact us for the details.

简介目录

全球汽车AR/VR市场预计将从2025年的67.4亿美元成长到2031年的222.1亿美元，复合年增长率为21.99%。

该领域涵盖将数位资料投射到物理环境中的技术，以及将身临其境型模拟应用于车辆设计、组装培训和驾驶员介面。市场成长的根本驱动因素包括：透过虚拟原型製作加快产品上市速度以降低实体开发成本的需求；需要抬头显示器的高级驾驶辅助系统 (ADAS) 的日益整合；以及对虚拟测试环境的需求，以安全地检验自动驾驶演算法。

市场概览
预测期 2027-2031
市场规模：2025年 67.4亿美元
市场规模：2031年 222.1亿美元
复合年增长率：2026-2031年 21.99%
成长最快的细分市场 扩增实境（AR）
最大的市场 亚太地区

儘管存在这些成长要素，但整合专用硬体和软体所需的大量前期投资仍然是供应链广泛采用该技术的一大障碍。然而，根据XR协会的数据，到2024年，「81%的受访製造业高管将认识到扩增实境对其行业未来的竞争力至关重要。」这一数据凸显了市场需求的韧性，以及行业领导者对身临其境型工具的战略重视，即便他们正努力应对数位转型带来的财务挑战。

市场驱动因素

基于扩增实境（AR）技术的抬头显示器（HUD）的快速普及正在重塑市场格局，其实时资讯迭加功能显着提升了驾驶安全性。随着汽车製造商将高级驾驶辅助系统（ADAS）列为优先事项，这些显示器对于将导航和危险警告等关键数据直接投射到驾驶员的视线范围内至关重要，从而最大限度地减少驾驶员分心。这项技术正从小众豪华车应用领域走向更广泛的商业应用。 2025年6月，Envisix在一份题为「扩增实境（AR）技术将应用于2026款凯迪拉克VISTIQ」的新闻稿中宣布，其第二代AR-HUD技术将应用于通用汽车新款凯迪拉克VISTIQ和LYRIQ-V车型，凸显了这些系统正在加速普及。

同时，虚拟实境（VR）在设计和原型製作领域的广泛应用，正显着提升整个汽车供应链的效率。借助数位双胞胎技术，製造商可以检验组装流程并优化工厂布局，从而大幅降低与实体原型相关的成本。宝马集团在2025年6月发布的新闻稿《BMW集团拓展虚拟工厂》中指出，在超过30个地点整合数位双胞胎技术预计将使生产计画成本降低高达30%。此外，沃尔沃集团表示，2025年来自1,700多家沃尔沃卡车经销商的回馈表明，该公司全新的虚拟实境体验营造了一种社交学习环境，凸显了该技术在可扩展培训中的重要作用。

市场挑战

部署扩增实境(AR) 和虚拟实境 (VR) 系统所需的高额初始投资仍然是市场成长的主要障碍。整合这些技术需要采购专用头戴设备和视觉化软体，导致前期投资庞大。对于製造商及其供应链合作伙伴而言，这笔成本还包括将系统与现有工程平台集成，这往往会延缓小规模供应商采用这些技术，并造成技术鸿沟，从而阻碍虚拟原型製作工作流程的标准化。

这种财务障碍直接限制了身临其境型技术在各行业的扩充性。当预算限制导致整个供应链无法存取相容的虚拟环境时，这些工具所承诺的提高协作效率的潜力就会大打折扣。 XR协会在2024年的一项调查中指出，「46%目前未使用扩增实境的製造业受访者表示，硬体和软体成本是他们采用该技术的障碍。」这些数据表明，成本仍然是一个关键障碍，阻碍了市场从试验计画转向大规模工业应用。

市场趋势

将资讯投射到整个挡风玻璃上的扩增实境导航系统标誌着车辆人机互动介面的一次根本性变革。从有限的投射范围扩展到覆盖整个挡风玻璃的显示，使得重要的驾驶数据和资讯娱乐资讯能够分布在整个挡风玻璃的宽度上，从而提升驾驶员和乘客的视野，并减轻他们的认知负荷。 2025年1月，宝马集团在一份题为「全新BMW全景iDrive系统革新车辆操控」的新闻稿中宣布，可将资讯投射到整个挡风玻璃上的BMW全景视觉系统将于2025年底在新车型上投入量产。

同时，将游戏化的扩增实境（AR）元素融入车载资讯娱乐系统，正透过将乘客旅程转化为身临其境型混合实境体验，创造新的收入来源。透过将虚拟内容与即时车辆遥测资料（例如加速和转向输入）同步，汽车製造商在提供高清互动游戏体验的同时，还能减少晕动症。 2025年9月，法雷奥在一份题为「Valeo Racer：XR车载游戏体验入选亚洲主要汽车市场」的新闻稿中宣布，其扩增实境（XR）游戏解决方案已被选中在亚洲主要市场部署，併计划于2026年第一季开始生产。

目录

第一章概述

第二章调查方法

第三章执行摘要

第四章：客户评价

第五章 全球汽车扩增实境与虚拟实境市场展望

  • 市场规模及预测
    • 按金额
  • 市占率及预测
    • 按类型（扩增实境(AR) 和虚拟实境 (VR)）
    • 依应用领域划分（研发；製造与供应；行销与销售；售后服务；支援职能/训练与产品）
    • 按地区
    • 按公司（2025 年）
  • 市场地图

第六章：北美汽车扩增实境与虚拟实境市场展望

  • 市场规模及预测
  • 市占率及预测
  • 北美洲：国家分析
    • 我们
    • 加拿大
    • 墨西哥

第七章：欧洲汽车扩增实境与虚拟实境市场展望

  • 市场规模及预测
  • 市占率及预测
  • 欧洲：国家分析
    • 德国
    • 法国
    • 英国
    • 义大利
    • 西班牙

第八章 亚太汽车扩增实境与虚拟实境市场展望

  • 市场规模及预测
  • 市占率及预测
  • 亚太地区：国家分析
    • 中国
    • 印度
    • 日本
    • 韩国
    • 澳洲

第九章：中东与非洲汽车扩增实境与虚拟实境市场展望

  • 市场规模及预测
  • 市占率及预测
  • 中东和非洲：国家分析
    • 沙乌地阿拉伯
    • 阿拉伯聯合大公国
    • 南非

第十章：南美汽车产业AR/VR市场展望

  • 市场规模及预测
  • 市占率及预测
  • 南美洲：国家分析
    • 巴西
    • 哥伦比亚
    • 阿根廷

第十一章 市场动态

  • 司机
  • 任务

第十二章 市场趋势与发展

  • 併购
  • 产品发布
  • 最新进展

第十三章：全球汽车扩增实境与虚拟实境市场：SWOT分析

第十四章：波特五力分析

  • 产业竞争
  • 新进入者的可能性
  • 供应商电力
  • 顾客权力
  • 替代品的威胁

第十五章 竞争格局

  • Continental AG
  • DENSO Corporation
  • Garmin Ltd.
  • Hyundai Motor Company
  • Jaguar Land Rover Automotive PLC
  • Microsoft Corporation
  • Nippon Seiki Co., Ltd.
  • NVIDIA Corporation
  • Robert Bosch GmbH
  • Volkswagen AG

第十六章 策略建议

第十七章：关于研究公司及免责声明

简介目录
Product Code: 4007

The Global Automotive AR & VR Market is projected to expand from USD 6.74 Billion in 2025 to USD 22.21 Billion by 2031, registering a CAGR of 21.99%. This sector encompasses the projection of digital data onto physical settings and the use of immersive simulations for vehicle design, assembly training, and driver interfaces. Market growth is fundamentally driven by the necessity to accelerate time-to-market via virtual prototyping, which reduces physical development costs, as well as the rising integration of advanced driver-assistance systems requiring heads-up displays and the demand for virtual testing environments to safely validate autonomous mobility algorithms.

Market Overview
Forecast Period2027-2031
Market Size 2025USD 6.74 Billion
Market Size 2031USD 22.21 Billion
CAGR 2026-203121.99%
Fastest Growing SegmentAugmented Reality
Largest MarketAsia Pacific

Despite these growth factors, the substantial initial capital expenditure needed for specialized hardware and software integration acts as a significant barrier to widespread adoption across the supply chain. However, according to 'XR Association', in '2024', '81% of manufacturing executives surveyed recognized extended reality as essential for the future competitiveness of their industry'. This statistic highlights the resilience of market demand and the strategic importance industrial leaders place on immersive tools, even as they manage the financial challenges associated with digital transformation.

Market Driver

The rapid adoption of AR-based Head-Up Displays (HUDs) is reshaping the market by enhancing driver safety through real-time information overlays. With automakers prioritizing Advanced Driver Assistance Systems (ADAS), these displays are essential for projecting vital data-such as navigation and hazard warnings-directly into the driver's line of sight, thereby minimizing distraction. This technology is moving from niche luxury applications to broader commercial use; according to Envisics, June 2025, in the 'Envisics powering Augmented Reality on 2026 Cadillac VISTIQ' press release, the company announced that its second-generation AR-HUD technology would be featured in General Motors' new Cadillac VISTIQ and LYRIQ-V models, highlighting the accelerating deployment of these systems.

Simultaneously, the widespread use of Virtual Reality (VR) for design and prototyping is delivering significant efficiency gains across the automotive supply chain. By using digital twins, manufacturers can virtually validate assembly processes and optimize plant layouts, drastically reducing costs associated with physical mock-ups. According to BMW Group, June 2025, in the 'BMW Group scales Virtual Factory' press release, the company projects that integrating digital twin technology across over 30 sites will cut production planning costs by up to 30 percent. Additionally, according to Volvo Group, in 2025, feedback from over 1,700 Volvo Truck dealers confirmed that their new virtual reality experience fostered a social learning environment, validating the technology's role in scalable training.

Market Challenge

The significant initial capital expenditure required to implement augmented and virtual reality systems remains a primary obstacle to market growth. Integrating these technologies necessitates procuring specialized headsets and visualization software, creating a substantial upfront financial burden. For manufacturers and supply chain partners, these costs extend to integrating systems with legacy engineering platforms, often causing smaller suppliers to delay adoption and resulting in technological disparities that fragment the standardization of virtual prototyping workflows.

This financial barrier directly limits the scalability of immersive technologies across the broader industry. When budget constraints prevent the entire supply chain from accessing compatible virtual environments, the collaborative efficiency gains promised by these tools are undermined. According to 'XR Association', in '2024', '46% of manufacturing respondents who do not currently use extended reality cited hardware and software costs as a barrier to adoption'. This data underscores that cost remains a decisive friction point, preventing the market from transitioning from pilot programs to mass industrial application.

Market Trends

The shift toward full-windshield augmented reality navigation systems marks a fundamental evolution in vehicle human-machine interfaces, transitioning from limited projections to pillar-to-pillar displays. This advancement allows critical driving data and infotainment to be distributed across the entire width of the windscreen, improving visibility and reducing cognitive load for drivers and passengers. According to BMW Group, January 2025, in the 'New BMW Panoramic iDrive revolutionises vehicle operation' press release, the company confirmed that its BMW Panoramic Vision, which projects information across the full windscreen, would enter series production in late 2025 with the Neue Klasse models.

Concurrently, the integration of gamified AR elements into in-car infotainment is generating new revenue streams by turning passenger travel into an immersive mixed-reality experience. By synchronizing virtual content with real-time vehicle telemetry-such as acceleration and steering-automakers are delivering high-fidelity interactive gaming while mitigating motion sickness. According to Valeo, September 2025, in the 'Valeo Racer, XR in-car gaming experience, selected for major automotive markets in Asia' press release, the company announced that its extended reality gaming solution had been chosen for deployment in major Asian markets, with production scheduled to start in the first quarter of 2026.

Key Market Players

  • Continental AG
  • DENSO Corporation
  • Garmin Ltd.
  • Hyundai Motor Company
  • Jaguar Land Rover Automotive PLC
  • Microsoft Corporation
  • Nippon Seiki Co., Ltd.
  • NVIDIA Corporation
  • Robert Bosch GmbH
  • Volkswagen AG

Report Scope

In this report, the Global Automotive AR & VR Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Automotive AR & VR Market, By Type

  • Augmented Reality & Virtual Reality

Automotive AR & VR Market, By Application

  • R&D; Manufacturing & Supply; Marketing & Sales; Aftersales; Support Functions/Training & Product

Automotive AR & VR Market, By Region

  • North America
    • United States
    • Canada
    • Mexico
  • Europe
    • France
    • United Kingdom
    • Italy
    • Germany
    • Spain
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
  • South America
    • Brazil
    • Argentina
    • Colombia
  • Middle East & Africa
    • South Africa
    • Saudi Arabia
    • UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Automotive AR & VR Market.

Available Customizations:

Global Automotive AR & VR Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

  • Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

  • 1.1. Market Definition
  • 1.2. Scope of the Market
    • 1.2.1. Markets Covered
    • 1.2.2. Years Considered for Study
    • 1.2.3. Key Market Segmentations

2. Research Methodology

  • 2.1. Objective of the Study
  • 2.2. Baseline Methodology
  • 2.3. Key Industry Partners
  • 2.4. Major Association and Secondary Sources
  • 2.5. Forecasting Methodology
  • 2.6. Data Triangulation & Validation
  • 2.7. Assumptions and Limitations

3. Executive Summary

  • 3.1. Overview of the Market
  • 3.2. Overview of Key Market Segmentations
  • 3.3. Overview of Key Market Players
  • 3.4. Overview of Key Regions/Countries
  • 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Automotive AR & VR Market Outlook

  • 5.1. Market Size & Forecast
    • 5.1.1. By Value
  • 5.2. Market Share & Forecast
    • 5.2.1. By Type (Augmented Reality & Virtual Reality)
    • 5.2.2. By Application (R&D; Manufacturing & Supply; Marketing & Sales; Aftersales; Support Functions/Training & Product)
    • 5.2.3. By Region
    • 5.2.4. By Company (2025)
  • 5.3. Market Map

6. North America Automotive AR & VR Market Outlook

  • 6.1. Market Size & Forecast
    • 6.1.1. By Value
  • 6.2. Market Share & Forecast
    • 6.2.1. By Type
    • 6.2.2. By Application
    • 6.2.3. By Country
  • 6.3. North America: Country Analysis
    • 6.3.1. United States Automotive AR & VR Market Outlook
      • 6.3.1.1. Market Size & Forecast
        • 6.3.1.1.1. By Value
      • 6.3.1.2. Market Share & Forecast
        • 6.3.1.2.1. By Type
        • 6.3.1.2.2. By Application
    • 6.3.2. Canada Automotive AR & VR Market Outlook
      • 6.3.2.1. Market Size & Forecast
        • 6.3.2.1.1. By Value
      • 6.3.2.2. Market Share & Forecast
        • 6.3.2.2.1. By Type
        • 6.3.2.2.2. By Application
    • 6.3.3. Mexico Automotive AR & VR Market Outlook
      • 6.3.3.1. Market Size & Forecast
        • 6.3.3.1.1. By Value
      • 6.3.3.2. Market Share & Forecast
        • 6.3.3.2.1. By Type
        • 6.3.3.2.2. By Application

7. Europe Automotive AR & VR Market Outlook

  • 7.1. Market Size & Forecast
    • 7.1.1. By Value
  • 7.2. Market Share & Forecast
    • 7.2.1. By Type
    • 7.2.2. By Application
    • 7.2.3. By Country
  • 7.3. Europe: Country Analysis
    • 7.3.1. Germany Automotive AR & VR Market Outlook
      • 7.3.1.1. Market Size & Forecast
        • 7.3.1.1.1. By Value
      • 7.3.1.2. Market Share & Forecast
        • 7.3.1.2.1. By Type
        • 7.3.1.2.2. By Application
    • 7.3.2. France Automotive AR & VR Market Outlook
      • 7.3.2.1. Market Size & Forecast
        • 7.3.2.1.1. By Value
      • 7.3.2.2. Market Share & Forecast
        • 7.3.2.2.1. By Type
        • 7.3.2.2.2. By Application
    • 7.3.3. United Kingdom Automotive AR & VR Market Outlook
      • 7.3.3.1. Market Size & Forecast
        • 7.3.3.1.1. By Value
      • 7.3.3.2. Market Share & Forecast
        • 7.3.3.2.1. By Type
        • 7.3.3.2.2. By Application
    • 7.3.4. Italy Automotive AR & VR Market Outlook
      • 7.3.4.1. Market Size & Forecast
        • 7.3.4.1.1. By Value
      • 7.3.4.2. Market Share & Forecast
        • 7.3.4.2.1. By Type
        • 7.3.4.2.2. By Application
    • 7.3.5. Spain Automotive AR & VR Market Outlook
      • 7.3.5.1. Market Size & Forecast
        • 7.3.5.1.1. By Value
      • 7.3.5.2. Market Share & Forecast
        • 7.3.5.2.1. By Type
        • 7.3.5.2.2. By Application

8. Asia Pacific Automotive AR & VR Market Outlook

  • 8.1. Market Size & Forecast
    • 8.1.1. By Value
  • 8.2. Market Share & Forecast
    • 8.2.1. By Type
    • 8.2.2. By Application
    • 8.2.3. By Country
  • 8.3. Asia Pacific: Country Analysis
    • 8.3.1. China Automotive AR & VR Market Outlook
      • 8.3.1.1. Market Size & Forecast
        • 8.3.1.1.1. By Value
      • 8.3.1.2. Market Share & Forecast
        • 8.3.1.2.1. By Type
        • 8.3.1.2.2. By Application
    • 8.3.2. India Automotive AR & VR Market Outlook
      • 8.3.2.1. Market Size & Forecast
        • 8.3.2.1.1. By Value
      • 8.3.2.2. Market Share & Forecast
        • 8.3.2.2.1. By Type
        • 8.3.2.2.2. By Application
    • 8.3.3. Japan Automotive AR & VR Market Outlook
      • 8.3.3.1. Market Size & Forecast
        • 8.3.3.1.1. By Value
      • 8.3.3.2. Market Share & Forecast
        • 8.3.3.2.1. By Type
        • 8.3.3.2.2. By Application
    • 8.3.4. South Korea Automotive AR & VR Market Outlook
      • 8.3.4.1. Market Size & Forecast
        • 8.3.4.1.1. By Value
      • 8.3.4.2. Market Share & Forecast
        • 8.3.4.2.1. By Type
        • 8.3.4.2.2. By Application
    • 8.3.5. Australia Automotive AR & VR Market Outlook
      • 8.3.5.1. Market Size & Forecast
        • 8.3.5.1.1. By Value
      • 8.3.5.2. Market Share & Forecast
        • 8.3.5.2.1. By Type
        • 8.3.5.2.2. By Application

9. Middle East & Africa Automotive AR & VR Market Outlook

  • 9.1. Market Size & Forecast
    • 9.1.1. By Value
  • 9.2. Market Share & Forecast
    • 9.2.1. By Type
    • 9.2.2. By Application
    • 9.2.3. By Country
  • 9.3. Middle East & Africa: Country Analysis
    • 9.3.1. Saudi Arabia Automotive AR & VR Market Outlook
      • 9.3.1.1. Market Size & Forecast
        • 9.3.1.1.1. By Value
      • 9.3.1.2. Market Share & Forecast
        • 9.3.1.2.1. By Type
        • 9.3.1.2.2. By Application
    • 9.3.2. UAE Automotive AR & VR Market Outlook
      • 9.3.2.1. Market Size & Forecast
        • 9.3.2.1.1. By Value
      • 9.3.2.2. Market Share & Forecast
        • 9.3.2.2.1. By Type
        • 9.3.2.2.2. By Application
    • 9.3.3. South Africa Automotive AR & VR Market Outlook
      • 9.3.3.1. Market Size & Forecast
        • 9.3.3.1.1. By Value
      • 9.3.3.2. Market Share & Forecast
        • 9.3.3.2.1. By Type
        • 9.3.3.2.2. By Application

10. South America Automotive AR & VR Market Outlook

  • 10.1. Market Size & Forecast
    • 10.1.1. By Value
  • 10.2. Market Share & Forecast
    • 10.2.1. By Type
    • 10.2.2. By Application
    • 10.2.3. By Country
  • 10.3. South America: Country Analysis
    • 10.3.1. Brazil Automotive AR & VR Market Outlook
      • 10.3.1.1. Market Size & Forecast
        • 10.3.1.1.1. By Value
      • 10.3.1.2. Market Share & Forecast
        • 10.3.1.2.1. By Type
        • 10.3.1.2.2. By Application
    • 10.3.2. Colombia Automotive AR & VR Market Outlook
      • 10.3.2.1. Market Size & Forecast
        • 10.3.2.1.1. By Value
      • 10.3.2.2. Market Share & Forecast
        • 10.3.2.2.1. By Type
        • 10.3.2.2.2. By Application
    • 10.3.3. Argentina Automotive AR & VR Market Outlook
      • 10.3.3.1. Market Size & Forecast
        • 10.3.3.1.1. By Value
      • 10.3.3.2. Market Share & Forecast
        • 10.3.3.2.1. By Type
        • 10.3.3.2.2. By Application

11. Market Dynamics

  • 11.1. Drivers
  • 11.2. Challenges

12. Market Trends & Developments

  • 12.1. Merger & Acquisition (If Any)
  • 12.2. Product Launches (If Any)
  • 12.3. Recent Developments

13. Global Automotive AR & VR Market: SWOT Analysis

14. Porter's Five Forces Analysis

  • 14.1. Competition in the Industry
  • 14.2. Potential of New Entrants
  • 14.3. Power of Suppliers
  • 14.4. Power of Customers
  • 14.5. Threat of Substitute Products

15. Competitive Landscape

  • 15.1. Continental AG
    • 15.1.1. Business Overview
    • 15.1.2. Products & Services
    • 15.1.3. Recent Developments
    • 15.1.4. Key Personnel
    • 15.1.5. SWOT Analysis
  • 15.2. DENSO Corporation
  • 15.3. Garmin Ltd.
  • 15.4. Hyundai Motor Company
  • 15.5. Jaguar Land Rover Automotive PLC
  • 15.6. Microsoft Corporation
  • 15.7. Nippon Seiki Co., Ltd.
  • 15.8. NVIDIA Corporation
  • 15.9. Robert Bosch GmbH
  • 15.10. Volkswagen AG

16. Strategic Recommendations

17. About Us & Disclaimer