Continental Automotive Technologies (Continental), a developer of pioneering technologies, has won the Innovation Award in Window Displays category in the 2025 Just Auto Excellence Awards for its groundbreaking window projection solution, which transforms vehicle side windows into dynamic displays.
The Just Auto Excellence Awards honor the most significant achievements and innovations in the automotive industry. Powered by GlobalData’s business intelligence, the Awards recognize the people and companies leading change and shaping the future of the industry.
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Continental won the award for its Window Projection solution, which transforms vehicle side windows into dynamic displays, offering a myriad of functionalities that elevate the driving experience and open new avenues for communication and personalization.
Enhancing user experience through dynamic displays
At the heart of Continental’s award-winning solution is its ability to enhance user interaction through impressive visuals to the cars’ exterior. By projecting content onto the vehicle’s side windows, the solution allows users to personalize their vehicles in ways previously unimaginable. For instance, when parked, a vehicle can display a user’s favorite sports team’s logo or even a welcome message for passengers. This capability not only fosters a deeper driver-vehicle connection, but also enhances the overall aesthetic appeal of the vehicle.
The technology can serve practical purposes, such as displaying important information like battery charge levels for electric vehicles or navigation prompts. This real-time information can be particularly beneficial for drivers who may need to quickly assess their vehicle’s status without entering the car. The ability to customize these visuals based on personal preferences or situational context adds a layer of engagement that traditional vehicle interfaces cannot match. By transforming side windows into interactive canvases, Continental is redefining how drivers and passengers interact with their vehicles.
Seamless integration of advanced technology
Continental’s Window Projection solution exemplifies the seamless integration of cutting-edge technology within automotive design. The system employs a highly efficient miniature projector that requires minimal installation space—less than half a liter—allowing for easy integration into the vehicle’s roof lining, for example. This compact design showcases Continental’s engineering prowess, ensuring that the projection system does not compromise the vehicle’s interior space or aesthetics.
The projection quality is enhanced by an intelligent software system that works in conjunction with the eTravel.companion and the banbutsu platform. The software utilizes data from various sources, including driving habits and environmental conditions, to deliver personalized content in real time. For example, if the system detects that a driver is heading to a stadium, it can suggest displaying the logo of their favorite team on the side window, creating a personalized experience that resonates with the driver’s lifestyle.
The integration allows for continuous updates and improvements to the software, ensuring that users benefit from the latest features and functionalities without needing significant hardware changes. The combination of advanced projection technology and intelligent software positions Continental as a leader in automotive technology innovation, setting a new standard for user experience in vehicles.
Creating new revenue streams and market opportunities
Beyond enhancing user experience, Continental’s Window Projection solution presents new business opportunities that could reshape revenue models in the automotive sector. The ability to utilize rear windows as advertising space opens up potential revenue streams, particularly for service providers such as ride-sharing companies and delivery services.
This innovative application of technology not only benefits drivers, but also creates a platform for advertisers to reach targeted audiences in a unique and engaging manner. By leveraging data analytics, advertisers can tailor their messages based on real-time demographics and location, ensuring that content is relevant and timely. This capability could lead to more effective advertising campaigns and higher engagement rates compared to traditional static ads.
Additionally, Continental’s commitment to regulatory compliance ensures that these advancements are adaptable to various market requirements. By designing solutions that meet safety standards while offering innovative functionalities, Continental can navigate the complexities of different automotive markets globally. This adaptability not only enhances marketability, but also positions Continental as a forward-thinking leader in the automotive industry.
“Our Window Projection solution not only enhances the driving experience but also redefines how we connect with our vehicles and the world around us, paving the way for a more personalized and interactive future in mobility.” – Ulrich Lüders, Head of Strategy and Portfolio at Continental’s business area UX
Company Profile
Continental develops pioneering technologies and services for sustainable and connected mobility of people and their goods. Founded in 1871, the technology company offers safe, efficient, intelligent and affordable solutions for vehicles, machines, traffic and transportation. In 2024, Continental generated sales of €39.7 billion and currently employs around 190,000 people in 55 countries and markets.
Links
Press Release on Window Projection: Window Projection Impressively Displays Content on the Vehicle’s Side Windows – Continental AG
Website: https://www.continental-automotive.com/en.html
