It’s undeniable: screens are everywhere. From smartphones to tablets, our lives are increasingly mediated by pixels, and that trend has firmly taken root in our cars. Continental, a major automotive supplier, is pushing the boundaries of in-car displays, with a concept that could see images projected directly onto your car’s side windows.
At CES 2025, Continental unveiled its innovative technology, currently in the concept stage. The system combines a compact, high-definition projector with electrochromic windows. When activated, the windows darken, and the projector displays information, effectively turning the glass into a screen.
Continental envisions a range of applications for this technology. Potential uses include identifying rideshare vehicles, displaying an electric vehicle’s charging status, or even showcasing a driver’s favorite sports team’s logo. This technology is part of Continental’s “eTravel.companion” software suite, designed to anticipate and provide relevant information to the driver.
eTravel.companion leverages data from various sources. It analyzes local weather reports, vehicle sensor data, and a driver’s personal preferences using artificial intelligence. Based on this information, the system suggests content when the driver approaches the vehicle. For example, if the driver has navigation active, eTravel.companion might display an alternate route to avoid traffic, or include charging stops if the EV’s range is limited.
However, the concept faces a crucial hurdle: road legality. The potential for distraction is a significant safety concern, especially for other drivers. Because the windows darken to allow projection, there is a visibility reduction that may be an obstacle for adoption. One likely solution, particularly if government regulations become involved, is to limit the system’s functionality to when the vehicle is stationary.
Such a restriction would limit some of the more ambitious features but could still be useful for functions like EV charging status or helping riders identify their pickup location. It will be interesting to see if this technology can overcome these challenges and make its way into production vehicles.
