An automotive head-up-display (HUD) can reduce the eye strain of the driver, as well as shortening the time on viewing the dashboard, resulting in safer and more comfortable driving experience. Holographic augmented reality head-up- display (ARHUD) has a number of significant advantages when compared to traditional HUD technologies, such as lower power consumption, higher see-through effect, longer virtual image distance, simple optical structure and compact packaging size. In this paper, we will introduce our latest development in holographic ARHUD, including fast response time liquid-crystal- on-silicon spatial light modulator (LCoS SLM), 2D laser digital holographic projection with pattern phase-only hologram (PPOH) and holographic optical element (HOE) based HUD system.