Car Windows Are About To Turn Into Customizable Displays

Pixel deprivation anxiety sufferers, your Lyft is here. Continental used CES 2025 to debut its latest technology, a screen projection device that displays information directly on a side window.

Although unveiled in concept form, Continental says the technology would be useful for identifying rideshares, displaying an EV’s charge level, or even showing off your favorite sports logos – perfect if you want to turn your Kia K4 daily driver into a pace car clone.

For Your Information, And Probably For Monetization

A compact, high-definition projector and electrochromic side windows make up the system. When it activates, the windows darken and information appears on the glass, as though it were a traditional projection screen. Continental’s “eTravel.companion” software takes feedback from local weather reports, vehicle sensors, and whatever personal information the driver provides, then uses artificial intelligence to suggest content when the driver approaches the vehicle. For example, if the driver’s phone navigation is active, eTravel.companion might display a route that avoids traffic or incorporates charging stops if the car’s range isn’t sufficient to make the entire trip.

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While much of that functionality could likely be found in your car’s infotainment system, the Continental window projections do have a few neat tricks. In rideshare applications, the projections could be used to help passengers identify the right car for them – no more getting into the wrong Uber after a long night at the bar. Continental even says the system could even detect when there’s a sports event happening nearby and suggest that the driver display one of the team’s logos. And of course, since we’re living in an era of constant monetization, it’s possible the projections could pimp out the latest prestige drama on Hulu or display ads for nearby businesses.

Related

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BMW’s new interior interface is made up of four parts, each designed to minimize distraction as much as possible.

Is It Legal? Will It Be Distracting? Time Will Tell

Whenever cars and technology mix, there’s always the concern of driver distraction. According to Continental, the projections are only visible from the outside of the vehicle, but they do require the corresponding window to be darkened, potentially leading to outward visibility issues. It’s also possible the projections could be distracting to other drivers, even if the occupants of the source vehicle can’t see them.

One likely solution to those potentially thorny road safety bugaboos would be to make the system operational only when stationary. In the rideshare scenario, that makes sense – when dozens of Ubers and Lyfts are queued up outside a concert venue, they’re not typically moving very quickly, so having the passenger information displayed wouldn’t be particularly risky. But for those of us already suffering from screen fatigue, the projections seem a bit foreboding. Then again, it’s a CES debut, so Continental probably doesn’t lose much sleep over the opinions of Luddites.

Source:
Continental via
CarScoops