LAS VEGAS — Interior lighting aimed at reducing motion sickness, shiny holographic dashboards displayed on windshields, and AI-powered voice assistants paired with infotainment systems are just some of the highlights from the Consumer Technology Association’s annual trade show, CES 2025. Automakers have put forth their latest innovations, revealing a focus on enhancing the in-vehicle experience.
Hyundai Mobis has captured attention with a full-windshield holographic technology, while BMW highlighted their new “iDrive” panoramic display. Honda and Sony Honda Mobility also showcased their upcoming electric vehicles, giving a glimpse of what consumers can expect.
Many advancements aim to improve comfort on the road. Axel Maschka, executive vice president at Hyundai Mobis, asserted that for many consumers, “this ‘living space’ of a car’s interior has become a dominant part of a vehicle’s appeal.”
Hyundai’s holographic windshield technology projects information like driving speed and safety alerts across the entire windshield while offering entertainment options for passengers. This innovative display aims to keep the driver’s eyes on the road by differing visibility for the front-row passenger and the driver.
Overcoming distractions has been a long-standing challenge in automotive design. Ian Reagan, a senior research scientist at the Insurance Institute for Highway Safety, emphasized the importance of simplicity. He remarked, “Driver distraction is a big concern with visual displays in vehicles,” cautioning that safety should always remain a priority.
At the same time, new offerings like AI voice assistants are being integrated into vehicles, with Honda’s Afeela 1 featuring an interactive AI agent that engages drivers by providing information and entertainment. This technology aligns with Honda’s upcoming launch of its 0 series electric vehicles.
Katsushi Inoue, Honda’s global head of electrification business development, mentioned that software functions in their vehicles would be updated post-purchase, stating, “The more it is used, the more personalized it will become.”
All in all, CES 2025 has set the stage for a significant evolution in automotive technology, emphasizing not only entertainment but safety and functionality, as the industry gears up for a new era of driving experiences.
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