Devices, methods and computer program products that facilitate automated adjustment of size or configuration of head up display image in a vehicle. A device can include a memory and a processor that executes computer executable modules. The computer executable modules can include: a head up display that generates an image visible to a driver of a vehicle within an eye box, a detection module that determines position of the driver's eyes or head relative to position of the eye box, and an adjustment module that adjusts size or configuration of the image within the eye box in response to the determined driver's eye or head position.