LAS VEGAS — This week at CES, the annual showcase for emerging technologies, automakers highlighted their latest innovations in enhancing in-car experiences. Features designed to alleviate motion sickness, impressive holographic dashboards that display data on windshields, and AI-driven voice assistants for entertainment were all on display. Hyundai Mobis introduced a technology featuring a full-windshield holographic display, while BMW presented its new “iDrive” panoramic interface. Additionally, Honda, in collaboration with Sony Honda Mobility, previewed the features consumers can expect from their soon-to-be-released electric vehicles.
Many of these advancements are tailored to create a more enjoyable in-car environment. Axel Maschka, Hyundai Mobis’ executive vice president, noted that for many consumers, “this ‘living space’” within vehicles has grown to be a crucial aspect of a car’s appeal. The holographic windshield display from Hyundai aims to enhance this experience. Though it won’t be available for several years, the system can showcase critical information like driving speed and safety notifications across a driver’s view while also providing entertainment options for passengers.
For instance, a demonstration revealed that a front-row passenger could engage with a movie or video game projected in front of them, making it invisible to the driver. Maschka believes this technology prioritizes driver awareness by keeping essential information at eye level while minimizing distractions from other elements within the vehicle.
Safety experts emphasize the importance of maintaining driver focus on the road. Ian Reagan, a senior research scientist affiliated with a nonprofit focused on automobile safety, highlighted the potential danger of excessive visual displays, which can overwhelm drivers. “Driver distraction is a significant issue with visual displays in vehicles,” he remarked, acknowledging that while manufacturers often prioritize aesthetically pleasing designs, it can compromise safety. However, he expresses optimism about the advancements in panoramic displays that keep vital information within view.
BMW is also pursuing similar enhancements with its Panoramic iDrive and Operating System X, launching in new models later this year. The system projects key features onto the lower windscreen, enabling customization through various colors and apps while ensuring that only essential information is displayed directly in front of the driver, according to Stephan Durach, BMW’s head of user interface and experience development.
At the same time, Honda and Sony Honda Mobility are bringing attention to their upcoming electric vehicle’s in-cabin technology. Their model, “Afeela 1,” will include a smart AI voice agent meant to engage drivers. CEO Yasuhide Mizuno announced that customers will have the ability to converse with the Afeela 1 voice agent for entertainment and information during drives. The Afeela 1 is set for release later this year, with deliveries expected around mid-2026, and features a panoramic display alongside numerous entertainment applications.
Honda has also introduced its plans for personalization within its upcoming 0 series electric vehicles, with the first two models targeted for release in North America next year. In a showcase of the operating system “AISMO OS,” Honda indicated that it would encompass features like automated driving and comprehensive infotainment, with software updates continuing even after a purchase. Katsushi Inoue from Honda remarked that the system would evolve and adapt to the user’s preferences over time.
Amid excitement about these technological advancements, concerns regarding safety and usability remain. Reagan warned about the distractions associated with AI voice agents and partially automated driving systems. Research indicates that these interfaces could lead to greater distractions, as drivers need to remain vigilant for sudden changes in vehicle assistance. Moreover, while AI features will certainly enhance driving, their effectiveness is contingent on how user-friendly they are; a complicated or cumbersome interaction with a voice assistant can divert attention away from the road.
Furthermore, the electric vehicles showcased at CES not only exhibited exciting technological features but also highlighted the necessity for sustainable energy solutions in the automotive sector. In addition to announcing a collaboration with several automakers to establish a new “IONNA” charging network across North America, Honda plans to broaden access to a robust infrastructure that will offer over 100,000 charging stations for its 0 series electric vehicle owners by 2030. They are also examining ways to create personalized charging solutions, including leveraging AI technology from Amazon Web Services to assist consumers in locating nearby charging stations and streamlining payment processes.
