What Display Daily thinks: Hybrids and EVs are going to continue to grow their market share. We are at the very early stages of the switchover in the automotive industry from the internal combustion engine. It’s all good news for the display industry. If the MicroLED guys don’t break my heart again, they can find their one true mass market opportunity right here. As long as they get their heads out of the Alt Reality headsets stuck up their tailpipes. I won’t hold my breath.
The automotive market is ideally suited to the long lead times and capex models that dominate the display industry. The coming decade will be a time of dashboard panel makers duking it out to establish a firm position in the automotive OEM supply chain. That is why we are seeing so much in terms of high concept vehicle displays and all kinds of weird and wonderful formats. But, this is unlikely to last.
The main challenge of automotive displays is restraint coupled with innovation. There are, already, plenty of rumblings, and increasing research, that suggest the proliferation of digital displays can be too much of a good thing. A car interior that lights up like a Christmas tree is very good for media exposure, but it is also overwhelming for consumers. Too many distractions.
I saw my first Lamborghini as a school kid outside of Harrods in London. It was a gawk fest for everyone on the street that day. This new pluggable SUV doesn’t have the same impact but I noticed how overwhelming the dashboard appears. I am not sure that is very cool fora brand like Lamborghini, but maybe more is less here, even if more is just more.
I hope that the people who are thinking about future automotive displays understand that the design challenges are more than we have anticipated so far. By that I mean , there is a big disconnect between what needs to be done and what is being done. The automotive OEMs are still figuring out their UX and UI strategies, and trying to build their software platforms. I am not sure that they really have a grasp on where that development is going to take them because it sometimes feels like they are throwing the kitchen sink at it.
That’s good news for the display makers because they have a lot more to show and the more there is to show, the more display you need. Regulations and safety concerns, the treat of driver distractions will curb some of that irrational exuberance. Touchscreens are not going to cut it on their own, and the integration of sensors and haptics into displays is probably the major development opportunity for the display industry. You are not going to succeed in automotive displays if you just leave it at, what you see is what you get.
Whether the display industry has the stomach or desire to move into a more integrated approach to designing automotive displays remains to be seen. I would think it is an exciting diversification in display design, and that it will lead to innovations that can be integrated into many other display formats. Just focusing on pixels ain’t going to cut it in the long term.
The New Lamborghini Uus SE Hybrid SUV
Lamborghini has introduced the Urus SE, the first hybrid plug-in version of its Super SUV, at the Volkswagen Group Media Night, with a public unveiling scheduled at Auto China Beijing 2024. The Urus SE features a new design, enhanced aerodynamics, advanced onboard technology, and an 800 CV hybrid powertrain. This Plug-in Hybrid Electric Vehicle (PHEV) offers improved comfort, performance, efficiency, emissions, and driving pleasure over the Urus S model. It utilizes both thermal and electric power sources, achieving the highest torque and power in its class and reducing emissions by 80%.
The Interior
The cabin of the Lamborghini has been updated to reflect the brand’s “feel like a pilot” design philosophy, with changes throughout the front section of the dashboard emphasizing a lightweight aesthetic, first seen in the Revuelto model. The dashboard now includes a larger 12.3-inch screen for the Human Machine Interface (HMI), which features more intuitive controls and updated graphics aligned with the Revuelto’s design. The air vents, anodized aluminum trim elements shaped in a distinctive Y pattern, and new materials for the panel, seats, and dashboard coverings have also been updated. The inclusion of a mechanical pushbutton panel enhances the tactile experience.
The driver has access to the 12.3-inch digital instrument cluster and a similarly sized touchscreen display positioned centrally on the dashboard, integral to the Lamborghini Infotainment System (LIS). The system features a dedicated telemetry system for the SE model and new display options that improve the visibility of the driving assistance system, enhancing environmental awareness.
Connected Navigation Services
- 3D City View
- Satellite Maps
- Real-Time Traffic Information
- Traffic Light Information
- Online Smart Routing
- Map Update Over the Air
- Local Hazard Information
- Google™ POI Search
- Google™ POI Voice Search
- Online POI Search
- Parking Information
- Travel Guide & Restaurants
- First/Last Mile Navigation
- On-Street Parking
- Gas Station Information
- Charging Station Information
Peace of Mind
- Car Finder
- Remote Horn and Light
- Remote Trip Statistics
- Remote Lock/Unlock
- Vehicle Status Report
- Remote Park Assist
- Natural Language Interaction
- Remote Charging
- Remote Departure Timing
- Remote Climatization
- Alexa Home2Car
- Smart Departure Timing
Safety and Security
- Emergency Call
- Private Emergency Call
- Online Roadside Assistance
- Anti-Theft Alarm Notification
- Curfew Alert
- Geofencing Alert
- Speed Alert
- Valet Alert
- Stolen Vehicle Locator
- Lamborghini Connect Vehicle Tracking System
Entertainment
- Wi-Fi® Hotspot
- Smartphone Interface
- Online Radio
- Hybrid Radio
- Music Recognition
- Sirius XM
- Natural Language Interaction
The Fun Factor
The Urus SE uses a plug-in hybrid system. The system includes electric torque vectoring between the axles and an electronic rear differential.
The vehicle features a re-engineered twin-turbo 4.0 V8 engine paired with an electric powertrain, together producing a total output of 800 CV. The combustion engine delivers 620 CV and 800 Nm of torque, complemented by an electric motor’s 192 CV and 483 Nm of torque. A 25.9-kWh lithium-ion battery supports the electric motor, which is integrated into the 8-speed automatic transmission, allowing the Urus SE to operate as a 100% electric 4WD vehicle over distances exceeding 60 km in EV mode.
New technologies in the Urus SE include a centrally-located longitudinal electric torque vectoring system and a new electronic limited-slip differential at the rear axle, enhancing the vehicle’s traction and agility under various conditions. The Urus SE achieves a weight-to-power ratio of 3.13 kg/CV, accelerates from 0 to 100 km/h in 3.4 seconds, reaches 200 km/h in 11.4 seconds, and has a top speed of 312 km/h, making it the most powerful and fastest production vehicle in its segment according to Lamborghini.
