Continental Unveils Personalised Window Projection Technology

Continental will debut its window projection technology at CES 2025, held from January 7 to 10 in Las Vegas, Nevada. The technology developments that allow for personalisation make use of a powerful small projector, an electrically darkened side glass, and sophisticated software.
Content is projected onto the rear side windows of the car via the technology, making it visible from the outside. Information like an EV's charge level or the logo of the user's preferred sports team can be shown by the system when the car is parked.
“With our window projection solution, we can project content in impressive quality onto the vehicle’s side windows. This can be personalized to the driver’s lifestyle, strengthening their bond with the brand,” said Pavel Prouza, head of user experience at Continental.

The mini projector is mounted in the roof lining and provides a high-quality display of the content on the side window. The optical output is handled by a smart projection screen. To provide the best possible visual presentation, the window is electrically dimmed when it is engaged. The externally viewable projection shows the content directly on the windowpane in high resolution quality.
Additionally, the eTravel.companion can be incorporated into the projection solution as a software element that generates driving habits by utilising information from the vehicle's sensors, driving behaviours, weather, and geography data. Continental worked with Banbutsu, whose digital ecosystem offers the interface for customised content, to develop the software.
For example, the car can detect whether the driver is heading to the stadium to watch their favourite team play. On the side windows, the sophisticated software may then show the club's logo along with additional customisations.