Jaguar Land Rover says it is in the process of developing “next-generation” head-up display technology capable of beaming real-time safety information in front of the driver, as well as allowing passengers to stream 3D movies.

The Whitley-based firm says its engineers are working on a “powerful” new 3D head-up display to project safety alerts, such as lane departure, hazard detection and navigation directions. It claims augmented reality would add the “perception of depth” to the image by mapping the messages directly onto the road ahead.

In addition, Jaguar Land Rover says the technology could be used by passengers to watch 3D movies. Head- and eye-tracking technology would follow the user’s position to ensure they can see 3D pictures without the need for individual screens or shutter glasses worn at the cinema.

The research – which has been undertaken in partnership with the Centre for Advanced Photonics and Electronics at the University of Cambridge – is focused on developing the head-up display, which the brand claims will allow drivers to react “more naturally” to hazards and prompts.

“Development in virtual and augmented reality is moving really quickly. This consortium takes some of the best technology available and helps us to develop applications suited to the automotive sector,” said Valerian Meijering, human machine interface and head-up display researcher for Jaguar Land Rover.

“Not only does it provide a much richer experience for customers, but it also forms part of our Destination Zero roadmap; helping us to move towards a safer, more intuitive and smarter future, for everybody.”