A vehicle display device, comprising: a viewpoint position acquisition unit that acquires a position of a viewpoint of a user sitting in a driver seat of a vehicle; a forward information acquisition unit that acquires forward information that is information on a forward direction of the vehicle; an image generation unit; an image display unit having a display surface capable of displaying an image generated by the image generation unit, and a projection unit that projects the image toward a translucent member of the vehicle so that the user sitting in the driver seat is allowed to visually recognize a virtual image by reflecting the image displayed on the display surface by the translucent member of the vehicle, wherein the image generation unit determines a position and a size of displaying a first image element among the image elements included in the generated image on the display surface in accordance with the viewpoint position of the user in a vertical direction acquired by the viewpoint position acquisition unit characterised in that the said image generation unit generates the image reflecting the forward information included in a predetermined area of the forward information acquired by the forward information acquisition unit; and as the viewpoint position of the user acquired by the viewpoint position acquisition unit moves upward in a vertical direction, the image generation unit determines the position of displaying the first image element on the display surface in a direction corresponding to the upper side in the vertical direction, and determines the size of displaying the first image element to be large in a direction corresponding to the vertical direction, and as the viewpoint position of the user acquired by the viewpoint position acquisition unit moves downward in a vertical direction, the image generation unit determines the position of displaying the first image element on the display surface in a direction corresponding to the lower side in the vertical direction, and determines the size of displaying the first image element to be small in a direction corresponding to the vertical direction. a viewpoint position acquisition unit that acquires a position of a viewpoint of a user sitting in a driver seat of a vehicle; a forward information acquisition unit that acquires forward information that is information on a forward direction of the vehicle; an image generation unit; an image display unit having a display surface capable of displaying an image generated by the image generation unit, and a projection unit that projects the image toward a translucent member of the vehicle so that the user sitting in the driver seat is allowed to visually recognize a virtual image by reflecting the image displayed on the display surface by the translucent member of the vehicle, wherein the image generation unit determines a position and a size of displaying a first image element among the image elements included in the generated image on the display surface in accordance with the viewpoint position of the user in a vertical direction acquired by the viewpoint position acquisition unit characterised in that the said image generation unit generates the image reflecting the forward information included in a predetermined area of the forward information acquired by the forward information acquisition unit; and as the viewpoint position of the user acquired by the viewpoint position acquisition unit moves upward in a vertical direction, the image generation unit determines the position of displaying the first image element on the display surface in a direction corresponding to the upper side in the vertical direction, and determines the size of displaying the first image element to be large in a direction corresponding to the vertical direction, and as the viewpoint position of the user acquired by the viewpoint position acquisition unit moves downward in a vertical direction, the image generation unit determines the position of displaying the first image element on the display surface in a direction corresponding to the lower side in the vertical direction, and determines the size of displaying the first image element to be small in a direction corresponding to the vertical direction.