An automotive display system includes a frontward information acquisition unit, a position detection unit and an image projection unit. The frontward information acquisition unit acquires frontward information. The frontward information includes information relating to a frontward path of a vehicle. The position detection unit detects a position of one eye of an image viewer riding in the vehicle. The image projection unit generates a first virtual image at a corresponding position in scenery of the frontward path based on the frontward information acquired by the frontward information acquisition unit and projects a light flux including an image including the generated first virtual image toward the one eye of the image viewer based on the detected position of the one eye. The first virtual image has a size corresponding to at least one of a vehicle width and a vehicle height.