A head up display (HUD) with improved resistance to sunload for use in a vehicle comprising an image generating device, an LCD assembly, an optical bonding assembly, and a fold mirror, with specific design countermeasures to combat damage caused to an LCD by heat from sunlight. These include an OB glass and cold mirror film (CMF) as components of the optical bonding assembly, a hot mirror coating and a polarized film as components of the LCD assembly, and a cold mirror coating on the fold mirror. When sunlight enters the HUD, the cold mirror coating reflects only visible light towards the LCD. The hot mirror coating reflects infrared and ultraviolet wavelengths of light away from the LCD. The polarized film cuts p-polarized light. The OB glass and CMF increase the specific heat of the HUD. The HUD thereby reduces sunload that would otherwise damage the LCD due to heat stress.