Jaguar Land Rover Limited

Stuart White

Robert Hardy

Lee Skrypchuk

Claudia Krehl

Jim Braithwaite

An apparatus (), a method (), a system (), a vehicle (), a computer program () and a non-transitory computer readable medium () for controlling ahead-up display () of a vehicle () are disclosed. The apparatus () comprises control means () configured to obtain positional data representative of a position of an eye () of a user () of the vehicle (), obtain environment data representative of the environment () external to the vehicle (); and obtain status data representative of a current position () of the vehicle (). The control means is also configured to determine a proposed position () and proposed orientation in dependence on the environment data and the status data, and in dependence on the proposed position (), the proposed orientation and the positional data, generate image data for the head-up display () for causing the head-up display () to display a virtual object () so as to appear at the proposed position () and with the proposed orientation with respect to the environment ().

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Coventry, United Kingdom

Stuart White