An in-vehicle system comprising: a head-up display configured to display an image using a virtual image (VI) on a front side of a front windshield of an automobile with respect to a user aboard the automobile; a route setting means configured to set a route to a destination; and a progressing direction display means configured to display a direction mark representing a progressing direction along the route at a guide point at a position overlapping with the guide point as viewed from the user for each of guide points set at predetermined distance intervals on a road surface on the route in front of the automobile using the head-up display , wherein, for a section where the progressing direction on the route changes by at least a predetermined level or more, the progressing direction display means is configured to set an upward display section from a start point within the section to an end point on a far side of the start point within the section with a section reference point (CP) therebetween, and to display the direction mark for each of the guide points included in the set upward display section at a position overlapping with a position on an upper side, by an arrangement height (H) set for the guide point, from the guide point as viewed from the user using the head-up display , instead of displaying the direction mark at the position overlapping with the guide point as viewed from the user, and the arrangement height (H) set for the guide point is set depending on a relative position of the guide point with respect to the upward display section, characterized in that the relative position and the arrangement height (H) have a relationship that the arrangement height (H) gradually increases from zero to a predetermined maximum height and then gradually decreases from the maximum height to zero as the relative position changes from the start point to the end point of the upward display section. a head-up display configured to display an image using a virtual image (VI) on a front side of a front windshield of an automobile with respect to a user aboard the automobile; a route setting means configured to set a route to a destination; and a progressing direction display means configured to display a direction mark representing a progressing direction along the route at a guide point at a position overlapping with the guide point as viewed from the user for each of guide points set at predetermined distance intervals on a road surface on the route in front of the automobile using the head-up display , wherein, for a section where the progressing direction on the route changes by at least a predetermined level or more, the progressing direction display means is configured to set an upward display section from a start point within the section to an end point on a far side of the start point within the section with a section reference point (CP) therebetween, and to display the direction mark for each of the guide points included in the set upward display section at a position overlapping with a position on an upper side, by an arrangement height (H) set for the guide point, from the guide point as viewed from the user using the head-up display , instead of displaying the direction mark at the position overlapping with the guide point as viewed from the user, and the arrangement height (H) set for the guide point is set depending on a relative position of the guide point with respect to the upward display section, characterized in that the relative position and the arrangement height (H) have a relationship that the arrangement height (H) gradually increases from zero to a predetermined maximum height and then gradually decreases from the maximum height to zero as the relative position changes from the start point to the end point of the upward display section. <EOS>