汽車用XR產業(2025年)

1. XR設備與AI模型的融合正在革新用戶的出行體驗。

隨著科技的進步，XR設備與AI模型的融合正在顛覆汽車產業，顯著提升使用者的出行體驗。具體而言，AI模型的加入使得XR設備的AI記憶功能能夠利用影像辨識技術精準記錄車輛停車位置，幫助使用者在複雜的停車場快速定位車輛。此外，部分XR設備還具備離線支付功能，進一步推動汽車生態系統的演進。使用者可以利用XR設備整合停車、加油等出行關鍵場景。未來，XR設備的應用範圍將擴展到音樂/視訊訂閱、汽車應用購買以及全品類線上購物，形成覆蓋全出行環節的智慧服務閉環，為用戶帶來更智慧高效的用車體驗。

2. XR技術整合車輛數據，拓展使用情境。

XR技術整合了車輛軟硬體資訊。車載硬體設備（例如雷達和視覺感測器）與軟體系統（例如導航演算法、資訊娛樂系統和車載雲數據）的深度融合，拓展了車輛的使用場景，包括娛樂（例如車內觀看/遊戲）、導航和駕駛輔助（例如導航指示、停車輔助和危險預警）以及無縫資訊流（例如智慧型手機、智慧型眼鏡和智慧型汽車等多聯設備之間的全場景）。

3. 主機廠將佈置XR技術，拓展新的市場成長點。

根據本報告的分析結果，雖然XR技術與汽車的融合在各個場景中展現出巨大的應用潛力，但車載XR技術仍處於起步階段，尚未達到市場臨界點。此外，該技術的推廣也面臨許多挑戰，主要包括成熟度不足、成本高昂以及在汽車應用中需要提升用戶接受度等。

儘管面臨這些挑戰，但各大主機廠仍在積極佈局，探索突破之路。 2025年，廣汽、一汽、長城、極客等企業均已公佈XR相關專利。理想汽車在其2025年招聘啟事中，也列出了多個與AI/VR智慧眼鏡相關的職位，包括高級硬體產品經理、AI硬體產品經理等，體現了公司在團隊建設和推動XR技術在汽車領域應用方面所做的巨大努力。

這顯示主機廠對XR技術在汽車領域的應用充滿信心，並採取實際措施加速其部署。隨著技術的成熟、成本的下降以及用戶對智慧移動體驗需求的提升，XR技術有望成為產業轉型升級的關鍵驅動力，為產業創造新的成長機會。

本報告深入探討中國車載XR產業，提供XR產業鍊及關鍵技術要素分析、核心技術及光學顯示解決方案解讀，以及國內外車載XR設備/軟體解決方案供應商的最新產品及解決方案。

目錄

序文

定義

第1章 汽車用XR概要與市場趨勢

• XR分類與定義
• XR產業鏈
• XR主流核心運算晶片概述
• 主要XR技術概述
• VR/MR光學模組方案對比
• AR光學模組方案對比
• XR近眼顯示方案對比
• XR設備透視技術路線：光學透視（OST）/視訊透視（VST）
• XR在汽車產業的商業應用情境概述
• XR在汽車產業的消費者應用場景概述
• 中國智慧穿戴裝置的政策環境產品
• 汽車XR發展趨勢1
• 汽車XR發展趨勢2
• 汽車XR發展趨勢3
• 汽車XR發展趨勢4

第2章 汽車用XR設備/軟體解決方案的主要供應商

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

第3章 OEM和相關生態系統企業的XR設計

• BMW
• 吉利
• 和諧智慧旅行聯盟 (HIMA)
• 理想汽車
• 蔚來汽車
• 創維
• 奇瑞
• 廣汽集團汽車XR佈局
• 一汽XR佈局：智慧玻璃專利
• 長城汽車XR佈局：智慧玻璃專利

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