LAS VEGAS (AP) — At the Consumer Technology Association’s annual trade show in Las Vegas this week, automakers showcased their latest advances for in-vehicle experiences. Hyundai Mobis unveiled a full-windshield holographic technology, while BMW spotlighted its new “iDrive” panoramic display. Honda and Sony Honda Mobility also showed off their upcoming electric vehicles.
The goal of these driving enhancements is to make life on board more comfortable, says Axel Maschka, executive vice president and head of the business division at Hyundai Mobis. The company’s holographic windshield display provides a glimpse into this future, projecting information ranging from driving speed to safety alerts across the entire windshield.
The technology aims to keep the driver’s eyes on the road and minimize distractions, according to Maschka. Car safety experts agree, emphasizing the importance of simplicity and minimal visual displays. Ian Reagan, a senior research scientist at the Insurance Institute for Highway Safety, warns that too many visual displays can be overwhelming and lead to driver distraction.
BMW’s new Panoramic iDrive and Operating System X also aims to provide a simplified in-car experience. The system projects a panoramic display onto the vehicle’s lower windscreen, offering a range of digital features that can be personalized by different colors, apps, and preferences. However, the goal is to avoid redundancies and minimize distractions, according to Stephan Durach, BMW’s Head of UI/UX Development.
Honda and Sony Honda Mobility also spotlighted in-cabin features, including an interactive AI-powered voice agent called Afeela 1. The voice agent will be integrated into their upcoming electric vehicles and is designed to provide useful information and entertainment options to drivers.
In addition to new in-vehicle features, automakers are also focusing on sustainable energy and charging infrastructure. Honda plans to expand its charging network to ensure that owners of its electric vehicles will have access to more than 100,000 charging stations by 2030.
While the latest advancements in in-vehicle experiences are exciting, questions still remain about their safety and efficacy. Reagan warns that AI-powered voice agents and partial automated driving can lead to distraction and decreased attention from drivers. However, how these features are implemented can make a big difference, he notes.
