Summary:
At CES 2025, Continental unveiled a side-window projection system that displays information directly on a car’s glass. Using a compact HD projector and electrochromic windows, the technology darkens the window to function as a screen, displaying data such as EV charge levels, navigation routes, or personalized visuals like sports logos.
Advanced AI-Powered Functionality
The system is driven by Continental’s “eTravel.companion” AI, which integrates weather, sensor data, and user preferences to provide optimized routes, avoid traffic, and plan charging stops. It’s particularly useful for rideshares, enabling vehicles to project identifying information for easier passenger recognition.
Monetization and Personalization
This technology opens opportunities for monetization by projecting ads, business promotions, or entertainment content. It showcases how personalization and revenue generation are influencing automotive tech.
Safety and Legal Concerns
While projections are visible only from the outside to minimize driver distraction, concerns remain about darkened windows impairing visibility and potential distractions to other road users. These issues could be mitigated by limiting operation to stationary vehicles, such as during rideshare pickups.
Looking Ahead
Continental’s innovation exemplifies the fusion of functionality and futuristic design in displays, but its adoption will depend on resolving legal and safety challenges. For now, it offers a tantalizing glimpse into the next generation of automotive technology.
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