Beijing, China — April 20, 2026 — Ceres Holographics and Eastman, long-term innovation partners in advanced automotive display solutions, today announced they will demonstrate the latest evolution of their transparent in-plane display solution at the Beijing International Automotive Exhibition, taking place from April 23 to May 4, 2026 (public exhibition: April 24 to May 3).
At Booth B1C05, the companies will show the newest version of the industry’s only automotive certified solution designed to meet the industry’s safety and durability requirements. The technology enables a safer, less distracting, and more user-friendly way to present critical information to both drivers and passengers.
Already under evaluation in multiple proof-of-concept engagements with OEMs, the joint demonstration highlights significant advancements in display performance, clarity, and scalable display size, including reliable operation in challenging lighting and environmental conditions. The system showcases unprecedented flexibility in how, when and where information is presented—supporting operational, safety, navigation, and infotainment content—with the option to incorporate multiple eye boxes to ensure that displayed information is visible only to its intended user. It can be easily configured for specific interior design requirements such as viewing angles, projector placement and size, and the type of information to be displayed.
A centerpiece of the exhibit is the world’s largest size in-plane display implementation featuring multiple, separate Holographic Optical Elements (HOEs) integrated into a single film, laminated into a windshield that meets automotive OEM approval standards. This breakthrough in scale underscores the maturity and readiness of the technology for real-world deployment.
Ceres Holographic’s Holoflekt® manufacturing platform, combined with Eastman’s Saflex™ polyvinyl butyral (PVB) interlayer technology, overcomes longstanding barriers to transforming automotive windshields into ultra-bright, full-color transparent displays. Together, these technologies deliver a robust, scalable solution that integrates seamlessly into existing automotive interior design and manufacturing processes.
Once embedded into the windshield, Holoflekt® films operate in conjunction with compact LED projectors to deliver crisp, high-visibility content without obstructing the driver’s view. This enables intuitive, non-distracting awareness of essential vehicle data and entertainment features, a capability increasingly recognized by leading OEMs as critical to the future of the in-car experience.
“We’re seeing rapidly accelerating demand, particularly from Chinese OEMs, for more intuitive, seamless, and innovative user experiences in both electric and autonomous vehicles,” said Andy Travers, CEO at Ceres Holographics. “This is a market rich with opportunity, where the display and presentation of information must enhance, not compete, with the driving experience. Our technology is uniquely positioned to meet that need as the only commercially viable and automotive-qualified transparent display solution available today. We’re excited to showcase the latest advancements we’ve made alongside Eastman, bringing improved performance, scalability, and real-world readiness to OEMs looking to redefine the future of in-vehicle interaction.”
“Bringing a technology like this to market requires more than innovation: it demands a tightly integrated supply chain and deep collaboration between trusted partners,” added Romain Delorme, Eastman automotive segment market manager. “Our partnership with Ceres has been critical in accelerating commercialization by combining proven technologies into a solution that OEMs can adopt with confidence. By working closely with key players across the ecosystem—from glass manufacturers, projection suppliers to system integrators—we’ve created a fast and viable path to implementation. The strong endorsements we’re now seeing from OEMs confirm that the industry is ready, and we are on the cusp of a new wave of adoption for holographic transparent display systems.”
Visitors to the exhibition are invited to visit Booth B1C05 to explore how advanced glass and cockpit-integrated display solutions can enhance vehicle safety, user experience, and next-generation automotive design.
Ceres Holographics is a leader in holographic display technology, delivering innovative solutions that enable transparent, high-performance displays for automotive and other advanced applications through its proprietary Holoflekt® manufacturing platform.
Eastman is a global specialty materials company that produces a broad range of products found in items people use every day. With the purpose of enhancing the quality of life in a material way, Eastman is committed to safety, innovation and sustainability. For more information, visit www.saflex-vanceva.eastman.com.
SOURCE: Ceres
