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市場調查報告書
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1945761

汽車擴增實境和虛擬實境市場－全球產業規模、佔有率、趨勢、機會及預測（按類型、應用、地區和競爭格局分類，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個工作天內

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簡介目錄

全球汽車AR/VR市場預計將從2025年的67.4億美元成長到2031年的222.1億美元，複合年成長率為21.99%。

該領域涵蓋將數位資料投射到物理環境中的技術，以及將身臨其境型模擬應用於車輛設計、組裝培訓和駕駛員介面。市場成長的根本促進因素包括：透過虛擬原型製作加快產品上市速度以降低實體開發成本的需求；需要抬頭顯示器的高級駕駛輔助系統 (ADAS) 的日益整合；以及對虛擬測試環境的需求，以安全地檢驗自動駕駛演算法。

市場概覽
預測期 2027-2031
市場規模：2025年 67.4億美元
市場規模：2031年 222.1億美元
複合年成長率：2026-2031年 21.99%
成長最快的細分市場 擴增實境（AR）
最大的市場 亞太地區

儘管存在這些成長要素，但整合專用硬體和軟體所需的大量前期投資仍然是供應鏈廣泛採用該技術的一大障礙。然而，根據XR協會的數據，到2024年，「81%的受訪製造業高管將認知到擴增實境對其行業未來的競爭力至關重要。」這一數據凸顯了市場需求的韌性，以及行業領導者對身臨其境型工具的戰略重視，即便他們正努力應對數位轉型帶來的財務挑戰。

市場促進因素

基於擴增實境（AR）技術的抬頭顯示器（HUD）的快速普及正在重塑市場格局，其即時資訊疊加功能顯著提升了駕駛安全性。隨著汽車製造商將高級駕駛輔助系統（ADAS）列為優先事項，這些顯示器對於將導航和危險警告等關鍵數據直接投射到駕駛員的視線範圍內至關重要，從而最大限度地減少駕駛員分心。這項技術正從小眾豪華車應用領域走向更廣泛的商業應用。 2025年6月，Envisix在一份題為「擴增實境（AR）技術將應用於2026款凱迪拉克VISTIQ」的新聞稿中宣布，其第二代AR-HUD技術將應用於通用汽車新款凱迪拉克VISTIQ和LYRIQ-V車型，凸顯了這些系統正在加速普及。

同時，虛擬實境（VR）在設計和原型製作領域的廣泛應用，正顯著提升整個汽車供應鏈的效率。借助數位雙胞胎技術，製造商可以檢驗組裝流程並最佳化工廠佈局，從而大幅降低與實體原型相關的成本。寶馬集團在2025年6月發布的新聞稿《BMW集團拓展虛擬工廠》中指出，在超過30個地點整合數位雙胞胎技術預計將使生產計畫成本降低高達30%。此外，沃爾沃集團表示，2025年來自1,700多家沃爾沃卡車經銷商的回饋表明，該公司全新的虛擬實境體驗營造了一種社交學習環境，凸顯了該技術在可擴展培訓中的重要作用。

市場挑戰

部署擴增實境(AR) 和虛擬實境 (VR) 系統所需的高額初始投資仍然是市場成長的主要障礙。整合這些技術需要採購專用頭戴設備和視覺化軟體，導致前期投資龐大。對於製造商及其供應鏈合作夥伴而言，這筆成本還包括將系統與現有工程平台整合，這往往會延緩小規模供應商採用這些技術，並造成技術鴻溝，從而阻礙虛擬原型製作工作流程的標準化。

這種財務障礙直接限制了身臨其境型技術在各行業的擴充性。當預算限制導致整個供應鏈無法存取相容的虛擬環境時，這些工具所承諾的提高協作效率的潛力就會大打折扣。 XR協會在2024年的一項調查中指出，「46%目前未使用擴增實境的製造業受訪者表示，硬體和軟體成本是他們採用該技術的障礙。」這些數據表明，成本仍然是一個關鍵障礙，阻礙了市場從試驗計畫轉向大規模工業應用。

市場趨勢

將資訊投射到整個擋風玻璃上的擴增實境導航系統標誌著車輛人機互動介面的一次根本性變革。從有限的投射範圍擴展到覆蓋整個擋風玻璃的顯示，使得重要的駕駛數據和資訊娛樂資訊能夠分佈在整個擋風玻璃的寬度上，從而提升駕駛員和乘客的視野，並減輕他們的認知負荷。 2025年1月，寶馬集團在一份題為「全新BMW全景iDrive系統革新車輛操控」的新聞稿中宣布，可將資訊投射到整個擋風玻璃上的BMW全景視覺系統將於2025年底在新車型上投入量產。

同時，將遊戲化的擴增實境（AR）元素融入車載資訊娛樂系統，正透過將乘客旅程轉化為身臨其境型混合實境體驗，創造新的收入來源。透過將虛擬內容與即時車輛遙測資料（例如加速和轉向輸入）同步，汽車製造商在提供高清互動遊戲體驗的同時，還能減少暈動症。 2025年9月，法雷奧在一份題為「Valeo Racer：XR車載遊戲體驗入選亞洲主要汽車市場」的新聞稿中宣布，其擴增實境（XR）遊戲解決方案已被選中在亞洲主要市場部署，併計劃於2026年第一季開始生產。

目錄

第1章概述

第2章調查方法

第3章執行摘要

第4章：客戶評價

第5章 全球汽車擴增實境與虛擬實境市場展望

  • 市場規模及預測
    • 按金額
  • 市佔率及預測
    • 按類型（擴增實境(AR) 和虛擬實境 (VR)）
    • 依應用領域分類（研發；製造與供應；行銷與銷售；售後服務；支援職能/訓練與產品）
    • 按地區
    • 按公司（2025 年）
  • 市場地圖

第6章：北美汽車擴增實境與虛擬實境市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 北美洲：國家分析
    • 美國
    • 加拿大
    • 墨西哥

第7章：歐洲汽車擴增實境與虛擬實境市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 歐洲：國家分析
    • 德國
    • 法國
    • 英國
    • 義大利
    • 西班牙

第8章 亞太汽車擴增實境與虛擬實境市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 亞太地區：國家分析
    • 中國
    • 印度
    • 日本
    • 韓國
    • 澳洲

第9章：中東與非洲汽車擴增實境與虛擬實境市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 中東和非洲：國家分析
    • 沙烏地阿拉伯
    • 阿拉伯聯合大公國
    • 南非

第10章：南美汽車產業AR/VR市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 南美洲：國家分析
    • 巴西
    • 哥倫比亞
    • 阿根廷

第11章 市場動態

  • 促進要素
  • 任務

第12章 市場趨勢與發展

  • 併購
  • 產品發布
  • 最新進展

第13章：全球汽車擴增實境與虛擬實境市場：SWOT分析

第14章：波特五力分析

  • 產業競爭
  • 新進入者的可能性
  • 供應商電力
  • 顧客權力
  • 替代品的威脅

第15章 競爭格局

  • 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16章 策略建議

第17章：關於研究公司及免責聲明

簡介目錄
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