North America Automotive Augmented Reality and Virtual Reality Market 2022-2032 by Technology (AR, VR), Offering (Hardware, Software, Services), Device Type (AR Devices, VR Devices), Application, Vehicle Type (Passenger, Commercial), Driving Autonomy (Conventional, Autonomous & Semi-autonomous), and Country: Trend Forecast and Growth Opportunity
North America Automotive Augmented Reality and Virtual Reality Market 2022-2032 by Technology (AR, VR), Offering (Hardware, Software, Services), Device Type (AR Devices, VR Devices), Application, Vehicle Type (Passenger, Commercial), Driving Autonomy (Conventional, Autonomous & Semi-autonomous), and Country: Trend Forecast and Growth Opportunity
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North America automotive augmented reality and virtual reality market is projected to grow by 29.2% annually in the forecast period and reach $18.06 billion by 2032, driven by the rising adoption of advanced technologies in the automotive industry, the growing advancement in connected vehicles and immersive technologies, and the cost-effective benefits associated with the use of AR & VR.
Highlighted with 33 tables and 65 figures, this 133-page report “North America Automotive Augmented Reality and Virtual Reality Market 2022-2032 by Technology (AR, VR), Offering (Hardware, Software, Services), Device Type (AR Devices, VR Devices), Application, Vehicle Type (Passenger, Commercial), Driving Autonomy (Conventional, Autonomous & Semi-autonomous), and Country: Trend Forecast and Growth Opportunity” is based on a comprehensive research of the entire North America automotive augmented reality and virtual reality market and all its sub-segments through extensively detailed classifications. Profound analysis and assessment are generated from premium primary and secondary information sources with inputs derived from industry professionals across the value chain. The report is based on studies on 2020-2022 and provides forecast from 2023 till 2032 with 2022 as the base year. (Please note: The report will be updated before delivery so that the latest historical year is the base year, and the forecast covers at least 5 years over the base year.)
In-depth qualitative analyses include identification and investigation of the following aspects:
• Market Structure
• Growth Drivers
• Restraints and Challenges
• Emerging Product Trends & Market Opportunities
• Porter’s Fiver Forces
The trend and outlook of North America market is forecast in optimistic, balanced, and conservative view by taking into account of COVID-19 and Russia-Ukraine conflict. The balanced (most likely) projection is used to quantify North America automotive augmented reality and virtual reality market in every aspect of the classification from perspectives of Technology, Offering, Device Type, Application, Vehicle Type, Driving Autonomy, and Country.
Based on Technology, the North America market is segmented into the following sub-markets with annual revenue ($ mn) for 2022-2032 included in each section.
• Augmented Reality (AR)
o Marker-based Augmented Reality (Passive Marker, Active Marker)
o Markerless Augmented Reality (Model-based Tracking, Image-based Processing)
o Other Technologies
• Virtual Reality (VR)
o Nonimmersive Technology
o Semi-Immersive Technology
o Fully Immersive Technology
Based on Offering, the North America market is segmented into the following sub-markets with annual revenue ($ mn) for 2022-2032 included in each section.
• Hardware
o Sensors
o Semiconductor Component
o Displays and Projectors
o Position Trackers
o Cameras
o Other Hardware
• Software
o Software Developer Kits
o Imaging Solutions
o Enterprise Solutions
o Content Platforms
o Other Software
• Services
o Cloud Services
o System Integration
o Consulting
o Other Services
By Device Type, the North America market is segmented into the following sub-markets with annual revenue ($ mn) for 2022-2032 included in each section.
• AR Devices
o Head-Mounted Display (HMD)
o Head-Up Display (HUD)
o Smart Glasses
o Handheld Devices and Others
• VR Devices
o Head-Mounted Display (HMD)
o Gesture-Tracking Device
o Projector & Display Wall
By Application, the North America market is segmented into the following sub-markets with annual revenue ($ mn) for 2022-2032 included in each section.
• Manufacturing & Supply
• Research & Development
• Marketing & Sales
• Aftermarket Service
• Support Functions & Training
• Other Applications
By Vehicle Type, the North America market is segmented into the following sub-markets with annual revenue ($ mn) for 2022-2032 included in each section.
• Passenger Vehicles
• Commercial Vehicles
By Driving Autonomy, the North America market is segmented into the following sub-markets with annual revenue ($ mn) for 2022-2032 included in each section.
• Conventional Driving
• Autonomous & Semi-autonomous Driving
Geographically, the following national/local markets are fully investigated:
• U.S.
• Canada
• Mexico
For each key country, detailed analysis and data for annual revenue ($ mn) are available for 2022-2032. The breakdown of national markets by Technology, Application, and Vehicle Type over the forecast years are also included.
The report also covers the current competitive scenario and the predicted trend; and profiles key vendors including market leaders and important emerging players.
Selected Key Players:
AutoVRse
Continental AG
DENSO
Garmin
General Motors (GM)
HARMAN International
HTC Corporation
Hyundai Motor Company
Jaguar
Mercedes-Benz
Microsoft Corporation
Nippon Seiki
NVIDIA
Panasonic
Robert Bosch GmbH
Unity Technologies ApS
Visteon Corporation
Volkswagen AG
WayRay AG
(Please note: The report will be updated before delivery so that the latest historical year is the base year, and the forecast covers at least 5 years over the base year.)
1 Introduction 9
1.1 Industry Definition and Research Scope 9
1.1.1 Industry Definition 9
1.1.2 Research Scope 10
1.2 Research Methodology 13
1.2.1 Overview of Market Research Methodology 13
1.2.2 Market Assumption 14
1.2.3 Secondary Data 14
1.2.4 Primary Data 14
1.2.5 Data Filtration and Model Design 15
1.2.6 Market Size/Share Estimation 16
1.2.7 Research Limitations 17
1.3 Executive Summary 18
2 Market Overview and Dynamics 21
2.1 Market Size and Forecast 21
2.1.1 Impact of COVID-19 on World Economy 22
2.1.2 Impact of COVID-19 on the Market 25
2.1.3 Impact of Russia-Ukraine Conflict: War Slows Economic Recovery 27
2.2 Major Growth Drivers 31
2.3 Market Restraints and Challenges 35
2.4 Emerging Opportunities and Market Trends 38
2.5 Porter’s Fiver Forces Analysis 42
3 Segmentation of North America Market by Technology 46
3.1 Market Overview by Technology 46
3.2 Augmented Reality (AR) 48
3.2.1 Marker-based AR 49
3.2.2 Markerless AR 50
3.2.3 Other Technologies 51
3.3 Virtual Reality (VR) 52
3.3.1 Nonimmersive Technology 53
3.3.2 Semi-Immersive Technology 54
3.3.3 Fully Immersive Technology 55
4 Segmentation of North America Market by Offering 56
4.1 Market Overview by Offering 56
4.2 Hardware 58
4.2.1 Sensors 60
4.2.2 Semiconductor Component 61
4.2.3 Displays and Projectors 62
4.2.4 Position Trackers 63
4.2.5 Cameras 64
4.2.6 Other Hardware 65
4.3 Software 66
4.4 Services 68
5 Segmentation of North America Market by Device Type 70
5.1 Market Overview by Device Type 70
5.2 AR Devices 72
5.2.1 Head-Mounted Display (HMD) 74
5.2.2 Head-Up Display (HUD) 75
5.2.3 Smart Glasses 76
5.2.4 Handheld Devices and Others 77
5.3 VR Devices 78
5.3.1 Head-Mounted Display (HMD) 80
5.3.2 Gesture-Tracking Device 81
5.3.3 Projector & Display Wall 82
6 Segmentation of North America Market by Application 83
6.1 Market Overview by Application 83
6.2 Manufacturing & Supply 85
6.3 Research & Development 86
6.4 Marketing & Sales 87
6.5 Aftermarket Service 88
6.6 Support Functions & Training 89
6.7 Other Applications 90
7 Segmentation of North America Market by Vehicle Type 91
7.1 Market Overview by Vehicle Type 91
7.2 Passenger Vehicles 93
7.3 Commercial Vehicles 94
8 Segmentation of North America Market by Driving Autonomy 95
8.1 Market Overview by Driving Autonomy 95
8.2 Conventional Driving 97
8.3 Autonomous & Semi-autonomous Driving 98
9 North America Market 2022-2032 by Country 99
9.1 Overview of North America Market 99
9.2 U.S. 102
9.3 Canada 105
9.4 Mexico 107
10 Competitive Landscape 109
10.1 Overview of Key Vendors 109
10.2 New Product Launch, Partnership, Investment, and M&A 112
10.3 Company Profiles 113
AutoVRse 113
Continental AG 115
DENSO 116
Garmin 117
General Motors (GM) 118
HARMAN International 119
HTC Corporation 120
Hyundai Motor Company 121
Jaguar 122
Mercedes-Benz 123
Microsoft Corporation 124
Nippon Seiki 125
NVIDIA 126
Panasonic 127
Robert Bosch GmbH 128
Unity Technologies ApS 129
Visteon Corporation 130
Volkswagen AG 131
WayRay AG 132
RELATED REPORTS 133
Tables & Figures:
List of Tables:
Table 1. Snapshot of North America Automotive Augmented Reality and Virtual Reality Market in Balanced Perspective, 2022-2032 19
Table 2. World Economic Outlook, 2021-2031 23
Table 3. World Economic Outlook, 2021-2023 24
Table 4. Scenarios for Economic Impact of Ukraine Crisis 28
Table 5. Main Product Trends and Market Opportunities in North America Automotive Augmented Reality and Virtual Reality Market 38
Table 6. North America Automotive Augmented Reality and Virtual Reality Market by Technology, 2022-2032, $ mn 46
Table 7. North America Automotive Augmented Reality Market by Technology, 2022-2032, $ mn 48
Table 8. North America Automotive Augmented Reality Market: Marker-based AR by Type, 2022-2032, $ mn 49
Table 9. North America Automotive Augmented Reality Market: Markerless AR by Type, 2022-2032, $ mn 50
Table 10. North America Automotive Virtual Reality Market by Technology, 2022-2032, $ mn 52
Table 11. North America Automotive Augmented Reality and Virtual Reality Market by Offering, 2022-2032, $ mn 56
Table 12. North America Automotive Augmented Reality and Virtual Reality Market: Hardware by Type, 2022-2032, $ mn 59
Table 13. North America Automotive Augmented Reality and Virtual Reality Market: Software by Type, 2022-2032, $ mn 67
Table 14. North America Automotive Augmented Reality and Virtual Reality Market: Service by Type, 2022-2032, $ mn 69
Table 15. North America Automotive Augmented Reality and Virtual Reality Market by Device Type, 2022-2032, $ mn 70
Table 16. North America Automotive Augmented Reality Market by Device, 2022-2032, $ mn 73
Table 17. North America Automotive Virtual Reality Market by Device, 2022-2032, $ mn 79
Table 18. North America Automotive Augmented Reality and Virtual Reality Market by Application, 2022-2032, $ mn 83
Table 19. North America Automotive Augmented Reality and Virtual Reality Market by Vehicle Type, 2022-2032, $ mn 91
Table 20. North America Automotive Augmented Reality and Virtual Reality Market by Driving Autonomy, 2022-2032, $ mn 95
Table 21. North America Automotive Augmented Reality and Virtual Reality Market by Country, 2022-2032, $ mn 100
Table 22. U.S. Automotive Augmented Reality and Virtual Reality Market by Technology, 2022-2032, $ mn 104
Table 23. U.S. Automotive Augmented Reality and Virtual Reality Market by Application, 2022-2032, $ mn 104
Table 24. U.S. Automotive Augmented Reality and Virtual Reality Market by Vehicle Type, 2022-2032, $ mn 104
Table 25. Canada Automotive Augmented Reality and Virtual Reality Market by Technology, 2022-2032, $ mn 106
Table 26. Canada Automotive Augmented Reality and Virtual Reality Market by Application, 2022-2032, $ mn 106
Table 27. Canada Automotive Augmented Reality and Virtual Reality Market by Vehicle Type, 2022-2032, $ mn 106
Table 28. Mexico Automotive Augmented Reality and Virtual Reality Market by Technology, 2022-2032, $ mn 108
Table 29. Mexico Automotive Augmented Reality and Virtual Reality Market by Application, 2022-2032, $ mn 108
Table 30. Mexico Automotive Augmented Reality and Virtual Reality Market by Vehicle Type, 2022-2032, $ mn 108
Table 31. AutoVRse: Company Snapshot 113
Table 32. AutoVRse: Business Segmentation 114
Table 33. AutoVRse: Product Portfolio 114List of Figures:
Figure 1. Research Method Flow Chart 13
Figure 2. Bottom-up Approach and Top-down Approach for Market Estimation 16
Figure 3. North America Market Forecast in Optimistic, Conservative and Balanced Perspectives, 2022-2032 18
Figure 4. North America Automotive Augmented Reality and Virtual Reality Market, 2022-2032, $ mn 21
Figure 5. Impact of COVID-19 on Business 25
Figure 6. Primary Drivers and Impact Factors of North America Automotive Augmented Reality and Virtual Reality Market 31
Figure 7. World Autonomous Vehicle (AV) Market 2020-2030, Sales Revenue ($ bn) and Volume (million units) 34
Figure 8. World Installed Car Base by Connectivity, 2019-2030, million units 34
Figure 9. Primary Restraints and Impact Factors of North America Automotive Augmented Reality and Virtual Reality Market 35
Figure 10. Investment Opportunity Analysis 39
Figure 11. Porter’s Fiver Forces Analysis of North America Automotive Augmented Reality and Virtual Reality Market 42
Figure 12. Breakdown of North America Automotive Augmented Reality and Virtual Reality Market by Technology, 2022-2032, % of Revenue 47
Figure 13. North America Addressable Market Cap in 2023-2032 by Technology, Value ($ mn) and Share (%) 47
Figure 14. North America Automotive Augmented Reality and Virtual Reality Market by Technology: Augmented Reality (AR), 2022-2032, $ mn 48
Figure 15. North America Automotive Augmented Reality Market by Technology: Marker-based AR, 2022-2032, $ mn 49
Figure 16. North America Automotive Augmented Reality Market by Technology: Markerless AR, 2022-2032, $ mn 50
Figure 17. North America Automotive Augmented Reality Market by Technology: Other Technologies, 2022-2032, $ mn 51
Figure 18. North America Automotive Augmented Reality and Virtual Reality Market by Technology: Virtual Reality (VR), 2022-2032, $ mn 52
Figure 19. North America Automotive Virtual Reality Market by Technology: Nonimmersive Technology, 2022-2032, $ mn 53
Figure 20. North America Automotive Virtual Reality Market by Technology: Semi-Immersive Technology, 2022-2032, $ mn 54
Figure 21. North America Automotive Virtual Reality Market by Technology: Fully Immersive Technology, 2022-2032, $ mn 55
Figure 22. Breakdown of North America Automotive Augmented Reality and Virtual Reality Market by Offering, 2022-2032, % of Sales Revenue 57
Figure 23. North America Addressable Market Cap in 2023-2032 by Offering, Value ($ mn) and Share (%) 57
Figure 24. North America Automotive Augmented Reality and Virtual Reality Market by Offering: Hardware, 2022-2032, $ mn 58
Figure 25. North America Automotive Augmented Reality and Virtual Reality Market by Hardware: Sensors, 2022-2032, $ mn 60
Figure 26. North America Automotive Augmented Reality and Virtual Reality Market by Hardware: Semiconductor Component, 2022-2032, $ mn 61
Figure 27. North America Automotive Augmented Reality and Virtual Reality Market by Hardware: Displays and Projectors, 2022-2032, $ mn 62
Figure 28. North America Automotive Augmented Reality and Virtual Reality Market by Hardware: Position Trackers, 2022-2032, $ mn 63
Figure 29. North America Automotive Augmented Reality and Virtual Reality Market by Hardware: Cameras, 2022-2032, $ mn 64
Figure 30. North America Automotive Augmented Reality and Virtual Reality Market by Hardware: Other Hardware, 2022-2032, $ mn 65
Figure 31. North America Automotive Augmented Reality and Virtual Reality Market by Offering: Software, 2022-2032, $ mn 66
Figure 32. North America Automotive Augmented Reality and Virtual Reality Market by Offering: Services, 2022-2032, $ mn 68
Figure 33. Breakdown of North America Automotive Augmented Reality and Virtual Reality Market by Device Type, 2022-2032, % of Sales Revenue 71
Figure 34. North America Addressable Market Cap in 2023-2032 by Device Type, Value ($ mn) and Share (%) 71
Figure 35. North America Automotive Augmented Reality and Virtual Reality Market by Device Type: AR Devices, 2022-2032, $ mn 72
Figure 36. North America Automotive Augmented Reality Market by Device: Head-Mounted Display (HMD), 2022-2032, $ mn 74
Figure 37. North America Automotive Augmented Reality Market by Device: Head-Up Display (HUD), 2022-2032, $ mn 75
Figure 38. North America Automotive Augmented Reality Market by Device: Smart Glasses, 2022-2032, $ mn 76
Figure 39. North America Automotive Augmented Reality Market by Device: Handheld Devices and Others, 2022-2032, $ mn 77
Figure 40. North America Automotive Augmented Reality and Virtual Reality Market by Device Type: VR Devices, 2022-2032, $ mn 78
Figure 41. North America Automotive Virtual Reality Market by Device: Head-Mounted Display (HMD), 2022-2032, $ mn 80
Figure 42. North America Automotive Virtual Reality Market by Device: Gesture-Tracking Device, 2022-2032, $ mn 81
Figure 43. North America Automotive Virtual Reality Market by Device: Projector & Display Wall, 2022-2032, $ mn 82
Figure 44. Breakdown of North America Automotive Augmented Reality and Virtual Reality Market by Application, 2022-2032, % of Revenue 84
Figure 45. North America Addressable Market Cap in 2023-2032 by Application, Value ($ mn) and Share (%) 84
Figure 46. North America Automotive Augmented Reality and Virtual Reality Market by Application: Manufacturing & Supply, 2022-2032, $ mn 85
Figure 47. North America Automotive Augmented Reality and Virtual Reality Market by Application: Research & Development, 2022-2032, $ mn 86
Figure 48. North America Automotive Augmented Reality and Virtual Reality Market by Application: Marketing & Sales, 2022-2032, $ mn 87
Figure 49. North America Automotive Augmented Reality and Virtual Reality Market by Application: Aftermarket Service, 2022-2032, $ mn 88
Figure 50. North America Automotive Augmented Reality and Virtual Reality Market by Application: Support Functions & Training, 2022-2032, $ mn 89
Figure 51. North America Automotive Augmented Reality and Virtual Reality Market by Application: Other Applications, 2022-2032, $ mn 90
Figure 52. Breakdown of North America Automotive Augmented Reality and Virtual Reality Market by Vehicle Type, 2022-2032, % of Revenue 92
Figure 53. North America Addressable Market Cap in 2023-2032 by Vehicle Type, Value ($ mn) and Share (%) 92
Figure 54. North America Automotive Augmented Reality and Virtual Reality Market by Vehicle Type: Passenger Vehicles, 2022-2032, $ mn 93
Figure 55. North America Automotive Augmented Reality and Virtual Reality Market by Vehicle Type: Commercial Vehicles, 2022-2032, $ mn 94
Figure 56. Breakdown of North America Automotive Augmented Reality and Virtual Reality Market by Driving Autonomy, 2022-2032, % of Revenue 96
Figure 57. North America Addressable Market Cap in 2023-2032 by Driving Autonomy, Value ($ mn) and Share (%) 96
Figure 58. North America Automotive Augmented Reality and Virtual Reality Market by Driving Autonomy: Conventional Driving, 2022-2032, $ mn 97
Figure 59. North America Automotive Augmented Reality and Virtual Reality Market by Driving Autonomy: Autonomous & Semi-autonomous Driving, 2022-2032, $ mn 98
Figure 60. Breakdown of North America Automotive Augmented Reality and Virtual Reality Market by Country, 2022 and 2032, % of Revenue 100
Figure 61. Contribution to North America 2023-2032 Cumulative Market by Country, Value ($ mn) and Share (%) 101
Figure 62. U.S. Automotive Augmented Reality and Virtual Reality Market, 2022-2032, $ mn 103
Figure 63. Canada Automotive Augmented Reality and Virtual Reality Market, 2022-2032, $ mn 105
Figure 64. Automotive Augmented Reality and Virtual Reality Market in Mexico, 2022-2032, $ mn 107
Figure 65. Growth Stage of North America Automotive Augmented Reality and Virtual Reality Industry over the Forecast Period 109
Research Methodology:
North America Automotive Augmented Reality and Virtual Reality Market Size Estimation
To estimate market size and trends, we use a combination of top-down and bottom-up methods. This allows us to evaluate the market from various perspectives—by company, region, product type, and end users.
Our estimates are based on actual sales data, excluding any discounts. Segment breakdowns and market shares are calculated using weighted averages based on usage rates and average prices. Regional insights are determined by how widely a product or service is adopted in each area.
Key companies are identified through secondary sources like industry reports and company filings. We then verify revenue estimates and other key data points through primary research, including interviews with industry experts, company executives, and decision-makers.
We take into account all relevant factors that could influence the market and validate our findings with real-world input. Our final insights combine both qualitative and quantitative data to provide a well-rounded view. Please note, these estimates do not account for unexpected changes such as inflation, economic downturns, or policy shifts.
Data Source
Secondary Sources
This study draws on a wide range of secondary sources, including press releases, annual reports, non-profit organizations, industry associations, government agencies, and customs data. We also referred to reputable databases and directories such as Bloomberg, Wind Info, Hoovers, Factiva, Trading Economics, Statista, and others. Additional references include investor presentations, company filings (e.g., SEC), economic data, and documents from regulatory and industry bodies.
These sources were used to gather technical and market-focused insights, identify key players, analyze market segmentation and classification, and track major trends and developments across industries.
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Primary Sources
As part of our primary research, we interviewed a variety of stakeholders from both the supply and demand sides to gather valuable qualitative and quantitative insights.
On the supply side, we spoke with product manufacturers, competitors, industry experts, research institutions, distributors, traders, and raw material suppliers. On the demand side, we engaged with business leaders, marketing and sales heads, technology and innovation directors, supply chain executives, and end users across key organizations.
These conversations helped us better understand market segmentation, pricing, applications, leading players, supply chains, demand trends, industry outlook, and key market dynamics—including risks, opportunities, barriers, and strategic developments.
Key Data Information from Primary Sources
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