Ceres holographics announces seonaidh macdonald as its chairman marking new era of growth and expansion for vehicle display innovator

Scottish holographic technology provider secures high-profile tech entrepreneur with a background in display tech and extensive international business experience to lead its boardMacDonald joins Ceres as company gears up for mass production of its unique solution for transparent display and AR-HUD applications

Ceres Holographics, a pioneer in the use of holographic technology for displays in vehicles and other industrial applications, announced Mr. Seonaidh MacDonald joins its board of directors as Chairman. MacDonald, a veteran of the international business scene and deep-tech industry, brings more than 25 years of executive management and board experience to the company, which is entering a new phase of growth and expansion. His arrival coincides with an exciting phase for Ceres, as it finalizes production equipment to master and replicate its precision-engineered holographic film for transparent display and AR-HUD applications.  

MacDonald has direct experience in this sector. Most notably, he was, until 2016, the CEO of mLED , a Scottish leader of micro-LED display technology for AR/VR applications, where he led mLED’s successful sale to a major US tech company. He is currently owner and Chairman of EOLAS Advisory , a boardroom advisory firm with an international client list, Chairman of MICLEDI BV, a Belgian AR display start-up which recently closed an €11.5M Seed Round of financing, Chairman of The Lennox Partnership, a social enterprise organisation, and Chairman of Pufferfish , a world leader in digital visualization.

I’ve been watching Ceres for a number of years and am super excited to be joining the board now – at this important inflection point for the company as we ramp toward commercialization and full-scale production,” said Seonaidh MacDonald. “My background in microLED displays and deep tech enables me to fully appreciate what Ceres is bringing to the table. I’m impressed with the customer engagements Ceres has achieved already with the world’s top OEMs and Tier 1 suppliers. I’m also encouraged by the relationships in place throughout the ecosystem and supply chain with key players such as Texas Instruments, Covestro and others. I am genuinely looking forward to joining a great existing leadership team, to help guide Ceres to its next stage of evolution, as a pioneer in the dynamic transportation industry.” 

Seonaidh’s successful track record and experience as well as his recent background in micro-LED displays make him a perfect fit for us at this stage. We are confident he’ll provide the guidance, professional network and insights we need to help us achieve our mission of bringing our unique approach to digital mastering holographic optical elements to a wide range of fast-growing market opportunities in transportation and other sectors,” said Andy Travers, CEO of Ceres Holographics.

New generation of display applications in vehicles

Ceres Holographics transparent display solution enables new line-of-sight applications in automobiles and commercial vehicles that provides drivers, passengers and pedestrians with a safer, more enjoyable on the road experience, while still achieving the quality, price points and production volumes demanded by automotive OEMs.

Ceres specializes in the design, mastering and replication of thin-film holographic optical elements (HOEs) that enable new transparent display and AR-HUD systems by delivering optical power to the windshield and reducing HUD projector package size by up to 80%.

Ceres HOE technology has been successfully demonstrated in OEMs prototype cars with HOEs inside full size windscreens. Ceres also produces custom HOEs for new display applications that enable projecting information on side and rear windows of cars. Ceres is currently engaged in commercial development programs with several global automotive OEMs and supporting Tier 1 suppliers who are all targeting start of production (SoP) dates between 2022 and 2025