From AI assistants to holographic displays, automakers showcase in-cabin experiences at CES
CTV
Automakers pulled out all the stops to showcase their latest advances for in-vehicle experiences at CES, the Consumer Technology Association’s annual trade show of all things tech, in Las Vegas this week.
Interior lighting aimed at reducing motion sickness. Shiny holographic dashboards displayed on windshields. And AI-powered voice assistants paired with infotainment systems to keep you company on long drives.
Automakers pulled out all the stops to showcase their latest advances for in-vehicle experiences at CES, the Consumer Technology Association’s annual trade show of all things tech, in Las Vegas this week. Hyundai Mobis unveiled a full-windshield holographic technology, while BMW spotlighted its new “iDrive” panoramic display. And Honda and Sony Honda Mobility showed what consumers can expect with their upcoming electric vehicles.
Many of these driving enhancements aim to “make life on board more comfortable,” explains Axel Maschka, executive vice president and head of the business division at Hyundai Mobis. And for some consumers today, he adds, “this ‘living space’" of a car's interior has become a dominant part of a vehicle's appeal.
Hyundai Mobis' holographic windshield display provides a glimpse into that. The technology, which won't be on the market for at least several more years, projects information ranging from driving speed to safety alerts across the entire windshield, and also provides some entertainment options for those who aren’t behind the wheel. To keep the driver's eyes on the road, the panoramic display looks different depending on where you sit. A demo from the South Korean company shows the front row passenger can watch a movie or play a video game projected ahead of them, for example, but it's not visible to the driver.
Maschka claims the holographic windshield gives drivers an easier view of key information in their line of sight and keeps other distractions in the car out of sight.
Car safety experts have long stressed that keeping drivers' eyes on the road is critical. Simplicity is also key, says Ian Reagan, a senior research scientist at the Insurance Institute for Highway Safety, an education and research nonprofit. Too many visual display features can be overwhelming, he explains.
“Driver distraction is a big concern with visual displays in vehicles,” said Reagan, who cautions that safety “doesn't always win out” over what some companies determine is going to be “sexy and sell” for consumers. Still, Reagan says he's encouraged by recent developments in panoramic displays that aim to keep key, minimal information in a car's line of sight.
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