Several types of Vacuum Fluorescent Displays (VFDs) are currently used for Head-Up Display (HUD) systems. To meet the requirements for HUDs which project the displayed information directly on the front windshield of a car, VFDs must be capable of displaying images at a luminance ten times greater than VFDs which are installed within the instrument panel. Since VFD technology was first selected for an automotive HUD system in 1988, the luminance improvement of the display has been the driving force in improving the system performance. Today's VFDs can generate extremely high luminance of 35,000cd/m2. This was developed through new innovations in materials and construction techniques. This paper discusses the development of an ultra-high luminance VFD for HUD system and its reliability.