Navdy - OBD connected HUD. Focused on hands-free operation of your phone using gestures, voice and a button on the steering wheel. Sold about $2m in pre-orders and then struggled for a couple of years to deliver a product. The product is now out though and whilst pricey at $499+ it's getting pretty good reviews. It projects your map above your bonnet so you can keep eyes on the road and still take calls and navigate. Neat but does look a bit distracting even in the promo.