New cars to come equipped--but still some advantages for an aftermarket device (Pioneer):
• As the technology evolves, as it will, with new and compelling features/apps, pre-installed systems will seem outmoded in relatively short timeframe. Pioneer can continuously update their consumer products.
• A unit can easily attach to passenger sides. The benefits of wide spectrum AR apps will become obvious.
• Cost should drop considerably. Meanwhile, a clip-on consumer automotive HUD could conceivably find it's way into a pre-existing massive global fleet of vehicles--with no real equivalent. Where the entire existing fleet of vehicles are equipped with audio--virtually none have HUD/AR navigation systems. IOW, even though it may replicate many dashboard mounted nav system functions, this should be received as something very new and powerful.
Google, racing to catch the first technology to deliver augmented reality to the consumer market. Pioneer--if they have the fortitude--will "pioneer" an emerging AR market. Get there before glasses. Where the AR driving experience will best describe the eyewear experience, long before the arrival of functional & dynamic eyewear, imo. At the very least, they may comfortably ride this new wave out--as they have done in the audio and nav equipment marketplace.
An argument for both a low and overhead HUD/ full periphery. The low HUD would be a simple factory installed display to provide vehicle data--such as speed, rpms, fuel level, etc--above the dash, slightly below the driver's line if sight. An overhead (AR) HUD, slightly above the drivers line of sight, would provide a wide field of navigational info superimposed on and above the landscape