LAS VEGAS — At the annual Consumer Technology Association’s trade show in Las Vegas, automakers displayed their latest innovations aimed at enhancing the in-vehicle experience. Technologies designed to alleviate motion sickness, holographic dashboards projected onto windshields, and AI-driven voice assistants were a few notable highlights. Hyundai Mobis introduced a comprehensive holographic windshield display, while BMW focused on its “iDrive” panoramic interface. Additionally, Honda, alongside Sony Honda Mobility, presented features anticipated in their forthcoming electric vehicles.
These advancements seek to transform the car’s interior into a more relaxing and engaging living space for passengers. Axel Maschka, the executive vice president at Hyundai Mobis, noted that for many consumers, a vehicle’s interior has become a crucial aspect of its overall appeal. The company’s holographic display technology, expected to be available in several years, projects vital information such as driving speed and safety notifications across the entire windshield. It also includes some entertainment features for those not driving. The design focuses on minimizing distractions for drivers by presenting content differently based on seating position, allowing front-row passengers to enjoy movies or games without distracting the driver.
Maschka emphasized that the holographic technology provides clearer visibility for essential information while keeping unnecessary distractions out of sight. Car safety experts highlight the significant importance of driver focus on the road, arguing that simplicity in design is necessary. Ian Reagan, a senior research scientist at the Insurance Institute for Highway Safety, indicated that excessive visual features could lead to confusion. He expressed concern about visual distractions in vehicles but was optimistic about new panoramic displays that keep essential information prominently in view.
BMW is also concentrating on reducing distractions with its updated Panoramic iDrive and Operating System X, which will start appearing in new models later this year. This system includes a panoramic display on the lower windscreen, retaining essential information in view while personalizing digital features to suit user preferences. Stephan Durach, BMW’s Head of UI/UX Development, remarked on the importance of minimizing display clutter and providing clear, straightforward information.
Honda and Sony Honda Mobility were also in attendance, showcasing in-cabin features that future electric vehicle drivers will experience. Their upcoming model, Afeela 1, will feature an interactive AI-powered voice agent tailored to keep passengers engaged while providing helpful information. CEO Yasuhide Mizuno highlighted the conversational aspect of Afeela’s voice assistant, designed to proactively interact with drivers. Set to launch later this year, the Afeela 1 features a panoramic screen coupled with an entertainment-rich infotainment system, and online reservations were opened this week in California.
Additionally, Honda unveiled its ambitious “0 series” electric vehicles, with the first two models expected to hit the North American market next year. Honda’s new “AISMO OS” operating system will take charge of various features, including automated driving and in-car infotainment, with continuous software updates to enhance personalization over time. Katsushi Inoue, Honda’s head of electrification business development, stressed that increased usage will lead to more tailored experiences.
Despite the excitement surrounding these new technologies, concerns about their impact on safety persist. Reagan pointed to research indicating that drivers interacting with partially automated systems can become more distracted, needing to remain vigilant for sudden changes in vehicle behavior. Although AI voice assistants offer potential solutions, their efficiency can vary significantly based on implementation. If interactions become overly complex or involve excessive back-and-forth dialogue, frustration and distraction may arise.
The event also showcased electric vehicles’ role in advancing sustainable energy within the automotive industry. Honda announced its collaboration with seven other automakers to establish the “IONNA” charging network in North America, aiming to provide access to over 100,000 charging stations by the year 2030. Furthermore, Honda is exploring “personalized” charging options that could utilize AI technology from Amazon Web Services to assist customers in locating charging stations or streamlining payment processes in the future.
