Adapted by:
Alberto de la Torre
WriterI've been a journalist and audiovisual communicator since 2016. My specialty is the automotive sector, where I’ve been analyzing the industry and its developments for more than five years. I'm particularly interested in new forms of mobility and the changes that cities are experiencing, especially in urban planning and the promotion of cycling and personal mobility vehicles.
Alba Mora
WriterAn established tech journalist, I entered the world of consumer tech by chance in 2018. In my writing and translating career, I've also covered a diverse range of topics, including entertainment, travel, science, and the economy.
“I’m personally convinced that [we’ll leave behind] these black glass surfaces in the car… sooner or later,” Matthias Junghanns, BMW’s head of interior design for EVs, said in 2022, referring to big screens in cars. Despite the automotive market’s shift toward “all-screen” designs, one of BMW’s top design managers was going against the grain.
Polestar interior design manager Conny Blommé echoed Junghanns’ sentiment, saying, “Everything has its peak, and probably screens have. Most of the time, you’re traveling in a car, and you enjoy the view rather than you enjoy the screens.”
Their comments were surprising, especially considering BMW’s recent commitment to integrating many functions into car screens. The brand even offers rear-seat screens that span nearly the entire car width.
BMW has taken a significant leap toward integrating large screens into its vehicles. The automaker has extensively promoted the idea of a giant Head-Up Display that all passengers can view. The display will show selected information at several points.
However, BMW isn’t alone in navigating the complex landscape of in-car screens. Volkswagen has expressed intentions to revert back from this approach after facing backlash for incorporating touch buttons throughout its cabins.
The updated Tesla Model 3 is another example. Not only does it lack traditional turn signal controls, but it’s also moved its transmission controls to the screen. Meanwhile, Mercedes has really embraced its Hyperscreen technology. Smart car users also need to use the screen for even basic functions, such as adjusting rearview mirrors.
After the 2025 Shanghai Auto Show, I feel the end of this trend is nowhere near.
How Far Will the Industry Go?
This year’s Shanghai Auto Show highlighted how manufacturers actively try to engage passengers and capture their attention. It’s not just about how many screens are added to cars, but also about how much space they occupy and how effortlessly they can capture your vision without taking your eyes off the road.
This focus has long been a crucial aspect of automotive design in China. The trend is expected to expand, particularly with the rise of electric vehicles and their increased range. For instance, when a car is stationary, it can serve as a platform for streaming or gaming, even when autonomously driving.
For example, Audi has introduced a passenger screen that allows users to access apps like YouTube while the car is in motion. It features a selective shutdown mechanism that prevents the driver from viewing the screen while the vehicle is moving, while still maintaining full brightness for the passenger.
Attention-grabbing features are essential for manufacturers and can create a recurring revenue stream. Some analysts suggest that this is why BYD plans to equip its most affordable models with advanced self-driving capabilities. Tesla aims to profit significantly from autonomous driving. Meanwhile, BYD sees self-driving cars as an opportunity to generate revenue through streaming platforms.
This trend is evident in several Chinese brands, especially in minivans. Not only do they install screens behind the front headrests, but they also place much larger screens in the center. Additionally, Sony presented two new concepts at the event: one focused on video and the other on audio. The idea is to make those in the back feel at home, with a giant screen and access to gaming consoles like PlayStation.
The concept of transforming the back of a van into a lounge with a large screen isn’t new. Lexus has explored this design for its luxury minivans, especially as this segment is gaining popularity in China. There, passengers seek an exceptionally luxurious experience in the rear seats.
Cities in China are quite large, resulting in many low-speed and relatively long journeys. As such, considering the car’s rear seats or passenger compartment as a tech hub is quite common. Some individuals turn their BYD vehicles into karaoke spaces. This phenomenon has even prompted Tesla to adapt to the local market.
Two notable trends have emerged in front seats. Intel has significantly invested in this area, with up to 15 screens inside a car. However, this isn’t an isolated case. The Audi e5 is the company’s first car made for the Chinese market. With this model, the maker also opted for an expansive screen that spans from one side to the other, including digital mirrors.
Intel seems particularly eager to showcase its advancements at events like the Shanghai Auto Show. The company wants to demonstrate to the automotive industry that it can rely on Intel to integrate screens throughout car interiors.
In contrast, Audi’s proposal seems more elegant and more realistic for the future. As time passes, more manufacturers are extending their screens from the instrument panel into the passenger compartment, either through continuous surfaces or with a curved screen that spans the entire vehicle width.
China is setting trends. The country is eager for engaging and visually appealing proposals, and major European manufacturers seem prepared to keep up with Chinese companies.
It’s uncertain whether they’re making the right decision. However, as autonomous car technology advances, manufacturers are clearly focusing on generating recurring revenue through business channels no one had considered before.
Images | Xataka
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