An interior holography revolution: ZEISS celebrates premiere at Auto Shanghai 2025

Jena, Germany | 16 April 2025 | ZEISS Microoptics

ZEISS, the world's only provider of holographic solutions for the mobility industry, is exhibiting for the first time at Auto Shanghai 2025 – one of the most important automotive trade fairs in the world. From April 23 to May 2, 2025, the company will be presenting innovative applications for transparent holographic displays and invisible camera solutions in Hall 1.2, Stand 1BG060. The focus will be on the pioneering Multifunctional Smart Glass technology platform, which transforms vehicle glass into an interactive comfort, safety and information interface.

With its trade fair appearance according to the motto “Experience a smarter tomorrow – Holographic solutions from ZEISS,” the company is specifically addressing leading Chinese OEMs and Tier 1 suppliers. The focus is on the 1:1 vehicle demonstrator, which realistically shows how holography can be integrated into modern vehicle interiors in an elegant, space-saving and functional way while also improving design, functionality and energy efficiency.

With its Multifunctional Smart Glass, ZEISS is revolutionizing the role of glass in the vehicle: classic windshields and rear door windows are transformed into see-through displays that show real-time driving information or personalized entertainment content directly in the field of vision – without obstructing the view to the outside. Drivers benefit from clearly legible, dynamic data for navigation and greater safety because they do not have to take their eyes off the road. Passengers gain access to individual streaming content, social media channels or augmented reality experiences – all integrated into the windshield and rear door windows, without additional screens and distractions for the driver.

The technology also enables the integration of almost invisible holographic cameras that support, for example, fatigue detection, gesture control or interior monitoring. This creates intelligent, networked vehicle environments that significantly increase both comfort and safety.

The ZEISS highlight technologies in detail:

• Holographic Transparent Display: large-area projection with very high transmission (up to 95%), brilliant luminosity (up to 12,000 nits), significantly reduced integration space and CO₂ savings thanks to reduced energy consumption (<10 W).
• Holographic Transparent Camera: virtually invisible camera for indoor surveillance – without visible cut-outs or housings.

With more than four decades of experience, ZEISS is one of the world's leading innovators in the field of holography. The company holds over 80 granted patents and has received multiple awards for its technology – most recently two 2025 CES Innovation Awards. As a pioneer in the development and industrial implementation of holographic replication technologies, ZEISS is paving the way for intelligent solutions in the automotive future.

In addition to the trade fair stand, ZEISS will be presenting its innovative strength at three renowned specialist events during the trade fair:

• April 23, 2025, 6:00 p.m. – 10:00 p.m.: Dr. Roman Kleindienst, Executive Vice President of ZEISS Microoptics, will take part in the “Redefining Interiors” panel discussion as part of the Shanghai Car Design Dialogues. ZEISS holography solutions will also be presented to a design-savvy audience at a separate exhibition area.
• April 24, 2025, 9:00 a.m. – 6:00 p.m.: Panel discussion with Stephan Hoefer, Senior Vice President Business Development, Automotive & Consumer ZEISS Microoptics, at the renowned Car Symposium China. Complementary exhibition with demonstrators.
• April 25, 2025, 9:00 a.m. – 6:00 p.m.: Presentation with the title “Beyond Vision: Transforming Automotive Interiors with Holographic Technology” at the “Eighth International Forum for Key Automotive Technologies” (KEY TECH 2025) at the Shanghai National Exhibition Center.

“The aim of our Multifunctional Smart Glass technology is to completely rethink vehicle glass – as an interactive interface for information, communication and safety,” said Dr. Roman Kleindienst. “The Chinese market in particular, with its dynamism and openness to innovation, is the perfect place to present our scalable, production-ready holography solutions.”

With around 30 million vehicles sold in 2024, China is the world's largest automotive market. Chinese drivers increasingly expect smart, safe and connected mobility experiences. ZEISS provides the technology for this – made in Germany; designed for the world.

ZEISS Microoptics, the world's only technology Tier1 supplier for holographic solutions for a wide range of applications in the mobility, aerospace, hometech and consumer sectors. The "Multifunctional Smart Glass" technology enables, among other things, large-area holographic projection systems, highly integrated cameras in transparent media and holographic lighting applications. ZEISS Microoptics offers the complete value chain from optical design and mastering to holographic replication systems for series production. ZEISS Microoptics is based in Jena, Germany, and is part of the strategic business unit Photonics & Optics.