LG Chem and ZEISS have signed a cooperation agreement to develop and produce holographic head-up displays for cars. According to LG Chem’s press office, series production for automakers is slated to begin in 2029.

Under the deal, LG Chem will supply photopolymer films that feed into the ZEISS Microoptics ecosystem. These materials can turn the windshield into a transparent display capable of showing driving data, navigation and multimedia information.

LG Chem brings more than 150 proprietary patents in polymer technologies, while ZEISS takes charge of microoptics and holography. The partners state that their combined solution is engineered for high optical efficiency and thermal stability—priorities that look essential for clear, robust performance in everyday use.

The project targets next-generation automotive technology and could emerge as a standout innovation in new cars arriving in 2029 and beyond. The timeline sets clear expectations; the key intrigue now is how naturally this hardware will fit into production vehicles once the switch is flipped.