Ford Unveils Holographic Technology to Keep Eyes on the Road - Kanebridge News
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Ford Unveils Holographic Technology to Keep Eyes on the Road

By Jim Motavalli
Wed, Sep 25, 2024 9:08amGrey Clock 3 min

Ford, working with Scottish company Ceres Holographics, showed off last week what could become the future of head-up displays, or HUDs as they’re commonly known.

HUDs almost magically display useful information such as speed and turn-by-turn directions on the lower part of the windshield, where it can be seen without taking the driver’s eyes off the road. For years now, automakers and their suppliers have imagined an autonomous world in which cars drive themselves, and the glass currently needed to see traffic could be turned into big display scenes at will. But the arrival of full self-driving is still a long way off.

At a conference in Detroit, Ford displayed an interim step: what might be called HUD 2, a bright, clear display stretching across the windshield with three sections, two for the driver and one for the passenger. The latter, which could include projected video, would not be visible to the driver.

Andy Travers, the CEO of Ceres Holographics, says that the new display possibilities could be interactive, and help solve the dangerous situation of driver distraction using current controls.

“It’s compelling cost-wise for automakers to put everything on the screen,” Travers says. “And they’re hiring programmers who are used to working with computers, not mobile cars that need to have drivers watching the road. We think it’s a lot better to make choices from projected images on the windshield than having to look away to a centrally mounted screen.”

Chrysler’s Halcyon EV includes advanced HUD concepts.
Stellantis

The windshield incorporates Ceres-developed (with Eastman and Carlex) thin-film technology that is produced with embedded holographic optical elements and then sandwiched between laminated glass sections to enable a transparent display of any kind of information. Travers says the film will not discolour over time. An inexpensive LED projector, technology in use now, is built into the instrument panel.

Regulators are taking notice of the distraction problem. According to Matthew Avery, director of strategic development at the safety agency Euro NCAP, “the overuse of touchscreens is an industry-wide problem, with almost every vehicle maker moving key controls onto central touchscreens, obliging drivers to take their eyes off the road and raising the risk of distraction crashes.”

Janice Tardiff, a coating application technical expert at Ford, says the passenger display on its initial prototype vehicles would target entertainment and possibly business applications.

The driver would get fuel or charge level, speedometer, navigation, and, on the centre display, points of interest and music. In a customer clinic testing the technology, participants liked the idea of being able to see sports events and movies, but weren’t sure that the clarity was sufficient for business applications. Some wanted the displays to be bigger.

Use of the film has been thoroughly tested and approved for next-generation HUD use, Tardiff says. The next steps are to improve colour, brightness, and resolution, optimise the size of the displays, and ensure good performance under different light conditions, she says.

HUD was an option on the Oldsmobile Cutlass in 1988, and it’s been steadily evolving since. Other companies are working on holographic technology, including Hyundai, Stellantis, Jaguar Land Rover, and General Motors. Technology shown by a U.K. company called Envisics on this year’s Chrysler Halcyon EV concept car imagined images on auto windows that would show points of interest along the chosen route, allow video calls en route, and map constellations in the night sky.

But not all of this would be able to go into current cars.

“While all this visual information is probably too distracting for a driver in control of the vehicle, it may not be when the vehicle is operated in an autonomous Level Four mode,” according to Envisics. “At this level, the driver can relax and utilise these functions and features.”

But some of it will be seen soon. A Chrysler/Dodge spokesman, Darren Jacobs, said via email, that “select design elements and features [seen on the Halcyon] like the head-up display and SmartCockpit are ready for production and will be included in Chrysler’s first all-electric vehicle.”

The Ford-Ceres technology is possible for production today, and it could lower driver distraction and prove satisfying for auto buyers—especially if image clarity can be improved.



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Their careers spanned the personal computing, internet and smartphone waves. But some older workers see AI’s arrival as the cue to exit. 

By Lauren Weber & Ray A. Smith
Tue, Apr 7, 2026 4 min

Luke Michel has already lived through two technology overhauls in his career, first desktop publishing in the 1980s and online publishing later on. But AI? He’s had enough. 

So when his employer, the Dana-Farber Cancer Institute, made an early-retirement offer to some staff last year, the 68-year-old content strategist decided to speed up his exit. Before, he had expected to work a couple more years. 

“The time and energy you have to devote to learning a whole new vocabulary and a whole new skill set, it wasn’t worth it,” he said. 

It isn’t that he’s shunning artificial intelligence—he is learning Spanish with the help of Anthropic’s Claude. But, at this point, he’s less than eager to endure all the ways the technology promises to upend work. 

“I just want to use it for my own purposes and not someone else’s,” he said. 

After rising for decades and then hovering around 40% in the 2010s, the share of Americans over 55 years old in the workforce has slipped to 37.2%, the lowest level in more than 20 years.  

The financial cushion of rising home equity and stock-market returns is driving some of the decline, economists and retirement advisers say. 

But for some older professionals, money is only part of the equation.  

They say they don’t want to spend the last years of their career going through the tumult of AI adoption, which has brought new tools, new expectations and a lot of uncertainty.  

Many people retire when key elements of their work lives are disrupted at once, said Robert Laura , co-founder of the Retirement Coaches Association and an expert on the psychology of retirement. 

“Maybe their autonomy is being challenged or changed, their friends are leaving the workplace, or they disagree with the company’s direction,” he said.  

“When two or three of these things show up, that’s when people start to opt out.”  

“AI is a big one,” he adds. “It disrupts their autonomy, their professionalism.” 

Michel, whose work required overseeing and strategizing on website content, has been here before.  

When desktop publishing arrived in the 1980s, he was a graphic designer using triangles and rubber cement.  

The internet’s arrival changed everything again. Both developments required new skills, and he was energized by the challenge of learning alongside colleagues and peers. 

It felt different this time around. “Your battery doesn’t hold a charge as long as it used to,” he said. 

He would rather spend his energy volunteering, making art, going to operas and chairing the Council on Aging in North Andover, Mass., where he lives. 

In an AARP survey last summer of 5,000 people 50 and over, 25% of those who planned to retire sooner than expected counted work stress and burnout as factors.  

About half of those retired said they had left work at least partly because they had the financial security to do so. 

In general, older Americans are less likely than younger counterparts to use AI, research shows.  

About 30% of people from ages 30 to 49 said they used ChatGPT on the job, nearly double the share of those 50 and older, according to a 2025 Pew Research Center survey of more than 5,000 adults. 

Baby boomers and members of Generation X also experienced the sharpest declines in confidence using AI technology, according to a ManpowerGroup survey of more than 13,900 workers in 19 countries. 

“We as employers aren’t doing a good enough job saying (to older workers), we value the skills that you already have, so much so that we want to invest in you to help you do your job better,” says Becky Frankiewicz , ManpowerGroup’s chief strategy officer. 

Jennifer Kerns’s misgivings about AI contributed to her departure last month from GitHub, where the 60-year-old worked as a program manager.  

Coming from a family of artists, she said, it offends her that AI models train on the creative work of people who aren’t compensated for their intellectual property. And she worries about AI’s effect on people’s critical-thinking skills. 

So she was dismayed when GitHub, a Microsoft-owned hosting service for software projects, began investing heavily in AI products and expecting employees to incorporate AI into much of their work. In employee-engagement surveys, the company had begun asking them to rate their AI usage on a scale of 1 to 5. 

When it came time to write reports and reviews, colleagues would suggest that she use ChatGPT.  

“I’d be like, ‘I have no idea how to use that and I have no interest in using AI to write anything for me,’” she said. 

It would have been more prudent to work until she was closer to Medicare eligibility, she said. But by waiting until her children were out of college and some of her stock grants had vested, the math worked. 

Her first act as a nonworking person: a solo trip to Scotland, where she took a darning workshop and learned how to repair sweaters.  

“The opposite of AI,” she said. 

Employers already under pressure to cut workers—such as in the tech industry—may welcome some of these retirements, said Gad Levanon , chief economist at Burning Glass Institute, which studies labor-market data. 

“The more people retire, the fewer they have to let go,” he said. 

Some of the savviest tech users are also balking at sticking around for the AI upheaval. Terry Grimm, who worked in IT for 40 years, retired from his senior software consultant role at 65 last May.  

His firm had just been acquired by a bigger firm, which meant learning and integrating the parent company’s AI and other tech tools into his work.   

Until then, Grimm expected he might work a couple more years, though he felt that he probably had enough saved to retire. 

“I just got to the point where I was spending 40 hours at work and then 20 hours training and studying,” said Grimm, who has since moved with his wife from the Dallas area to a housing development on a golf course in El Dorado, Ark.  

“I’m like, ‘I’ll let the younger guys do this.’”