Las Vegas – Automakers at CES this week unveiled a flurry of innovative features designed to enhance the in-car experience, from holographic displays to AI-powered voice assistants. Hyundai Mobis, BMW, and Sony Honda Mobility all presented cutting-edge technology promising a more immersive and convenient driving experience.
Hyundai Mobis introduced a groundbreaking holographic windshield display, projecting information like speed and safety alerts across the entire surface. This technology, still years away from mass production, aims to simplify driver information access and potentially provide entertainment for passengers. The projected images are tailored for different seating positions; for example, passengers can enjoy movies and games without distracting the driver.
BMW showcased its new Panoramic iDrive system, integrating a customizable panoramic display onto the windshield. Controlled by a touchscreen and voice commands, the system allows drivers to personalize their experience through color schemes, apps, and more. This new system is slated to be featured in new BMW models beginning late this year.
Sony Honda Mobility also highlighted its forthcoming electric vehicle, the Afeela 1, featuring an interactive AI-powered voice assistant named "Afeela 1." The system is designed for conversational engagement, proactively providing information and entertainment during drives. Reservations for the vehicle opened this week in California with deliveries anticipated by mid-2026. Honda, a major player in the automotive industry, showcased "AISMO OS," an operating system for its upcoming EV lineup (0 series), integrating AI into various in-car functions, from driving assistance to infotainment. The system is designed to become increasingly personalized with use.
While excitement around these advancements is palpable, analysts acknowledge the potential for user overwhelm. "Having numerous touchscreens and interfaces within a vehicle can become distracting," noted Tim Stevens, an automotive analyst. However, the integration of AI in the form of voice assistants holds promise for reducing driver distractions.
Beyond the in-cabin enhancements, advancements in EV charging infrastructure were highlighted. Honda's plans for a significantly expanded network of charging stations—aiming to surpass 100,000 locations by 2030—and integration of AI for user-friendly navigation and payment, are steps towards a more sustainable and readily available EV charging landscape.
