Disclosed herein is an automotive augmented reality HUD apparatus and method, which can adaptively change a location and a direction based on the visual field of a driver, thus reducing errors in location matching between virtual object information and real-world information. The automotive augmented reality HUD apparatus includes a viewing angle calculation unit for estimating a line-of-sight direction of a driver using a face direction, detected based on face images of the driver, and center positions of pupils and calculating a viewing angle. A matching unit matches a location of real-world information located in front of a driver's seat with a location of corresponding virtual object information located in front of the driver's seat, based on the line-of-sight direction and the viewing angle. A display unit displays results of the matching by the matching unit, wherein the display unit enables rotation thereof and location change thereof.