It is more than the HUD because you also get the black instrument panel with the full color display in the bottom half of the gauges and the display is totally black when off - you can't see the speedo or tach, much nicer than the standard instrument cluster. Worth the money, I like it, but my wife doesn't really like the HUD and turns it off and it doesn't work at all with polarized sun glasses, I really like the HUD for navigation instructions!
2008 335i Vert Montego/Saddle/Grey Poplar
2011 Audi S4 Deep See Blue/Black/Stainless
2014 X3 35i M-Sport Space Grey/Chestnut/Fineline Wave