Prioritised thermal control for heads-up display

A system implemented in a vehicle, the system comprising:

• a heads-up display;
• a plurality of temperature sensors corresponding to a plurality of regions of the heads-up display;
• a temperature controlling unit;
• and
• at least one processor configured to:
• determine, using the plurality of temperature sensors, temperatures of the plurality of regions of the heads-up display;
• detect when the temperatures of the plurality of regions lie outside a predefined operating temperature range of the heads-up display;
• and
• when it is detected that the temperatures of the plurality of regions lie outside the predefined operating temperature range,
• determine a priority order according to which the temperatures of the plurality of regions are to be controlled, based on at least one of:
• the temperatures of the plurality of regions, an importance level that is pre-assigned to given virtual content that is to be presented via a given region of the heads-up display;
• and
• control the temperatures of the plurality of regions according to the priority order, by using the temperature controlling unit to bring the temperatures of the plurality of regions within the predefined operating temperature range.