Automakers at CES 2025, the annual Consumer Technology Association trade show in Las Vegas, unveiled a range of innovative in-car technologies designed to enhance the driving experience. The show highlighted advancements in holographic displays, artificial intelligence, and electric vehicle features, aimed at making vehicles more comfortable and connected.
One of the show’s key highlights was the unveiling of full-windshield holographic technology by Hyundai Mobis. This technology projects information such as driving speed and safety alerts across the entire windshield, and it can be personalized by different colors, apps and other preferences.
Speaking on the new holographic windshield display, Axel Maschka, executive vice president at Hyundai Mobis, explained that the technology offers drivers an easier view of key information while keeping distractions out of sight. The technology is not expected to be available for several years.
BMW showcased its new “iDrive” panoramic display, which projects a display onto the vehicles’ lower windshield. According to Stephan Durach, BMW’s Head of UI/UX Development, the goal is to keep the display from becoming a distraction.
Honda and Sony Honda Mobility also presented in-cabin features for their upcoming electric vehicles. Sony Honda Mobility’s “Afeela 1” will feature an AI-powered voice agent designed to interact with drivers and provide useful information. The Afeela 1, due to go on sale later in 2025, has been designed so that customers can be entertained by communicating with it.
Honda unveiled its “AISMO OS” operating system for its upcoming “0 Series” EV models. Katsushi Inoue, the global head of electrification business development at Honda, said that the more the system is used the more personalized it will become.
While the new features are exciting, safety remains a concern. Ian Reagan, a senior research scientist at the Insurance Institute for Highway Safety, cautioned that too many visual display features can lead to driver distraction. How AI voice assistants are implemented is key, he said, noting that if a voice assistant requires too much back and forth or complicated answers, it can lead to driver frustration.
Beyond in-vehicle technology, EVs showcased at CES 2025 also addressed the expansion of sustainable energy sources. Honda announced further plans to expand the number of charging stations available to its customers. The company is also exploring personalized charging experiences using AI technology from Amazon Web Services.
