According to foreign media reports, Rain Technology, a global supplier of advanced directional display technology, announced that it and partner Tianma Microelectronics Co., Ltd. (Tianma) will demonstrate its innovative technology of occupant entertainment information system display (PID) for the automobile industry at the SID Display Week Show to be held in San Jose from May 14 to 16.
The technology combines the functions of “No driver distraction” (No-Driver-Distraction) and “display Brand identity” (Display Screen Branding).
According to the National Highway Traffic Safety Administration (NHTSA), distracted driving killed 3308 people and injured about 289310 in the United States in 2022.
In response to this issue, the U.S. Department of Transportation has focused on and is promoting the adoption of relevant guidelines.
such guidelines would prohibit the use of many electronic functions installed by car manufacturers during driving (except for passengers and will not be used or observed by drivers).
The European Union is considering similar rules.
Robert Ramsey, CEO of Rain Technology, said: “driver distraction is a growing challenge because vehicles are equipped with more and larger displays to meet the needs of all occupants for content richness.
Solving the problem of driver distraction is no longer just an icing on the cake.
Now, carmakers need to find ways to prevent driver distractions to meet regulatory requirements and to support consumers’ growing demand for rich experiences.
Rain Technology’s’no driver distraction ‘solution arises at the historic moment.
” Qin Feng, general manager of Tianma R & D Center, added: “this technology not only meets the urgent need for safe driving, but also enables passengers to enjoy the in-car entertainment system more fully by reducing reflected light.
For automakers and brands, the cockpit display design can impress passengers with the “driver-free distraction mode” or even when the display is turned off, so that the car display does not have to remain blank when it is not in use.
Now, the passenger screen on the car is both a passenger entertainment system and a system in which the driver interacts with the brand.
” Contradiction: the balance between driver safety and passenger experience, as manufacturers strive to strike a balance between improving driving safety (driven by increasingly stringent regulations) and improving the passenger experience, car displays are becoming more and more important.
These experiences and brand interactions cover all stages of interaction with the vehicle, not just during driving.
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