Land Rover’s prototype of “Transparent Bonnet”
British automaker Land Rover is giving drivers a better sense of obstacles with invisible technology that renders the front of the car see-through.
For vehicles that drive on rugged terrain, the virtual imaging concept will help owners navigate more effectively. The “Transparent Bonnet” technology, along with a suite of other concepts, will be showcased at the New York Auto Show beginning April 16.
“Land Rover is world-renowned for its all terrain capability,” said Stuart Schorr, vice president of public relations and consumer affairs at Jaguar Land Rover North America, Mahwah, NJ.”This latest conceptual technology pushes the envelope even further.
“The transparent bonnet will greatly improve the driver’s ability to negotiate terrain both on and off road,” he said. “Tight spots, pavements, rocks and ruts that can sometimes be ‘lost’ under the view of the bonnet will all be visible to the driver using the head up display inside the car.
“This could help minimize damage to wheels, tires and under carriage to make safe continual progress.”
Watch that rock
At first, one might think that making the front of a car invisible could lead to lots of bumping into things. But, Land Rover’s technology turns the front only partially invisible so contours can still be seen.
The technology uses cameras on the grille to capture data that is fed to a “Head-Up Display.” When activated, the display allows the driver to peer through the front to see what is on the ground and the angle of the tires and make more informed movements.
Video still of virtual imaging concept
Drivers will find the technology especially useful when mounting hills, parking at curbs, maneuvering rocky terrain and other scenarios in which a big hood gets in the way.
Transparent Bonnet technology
Presumably, drivers will be liberated from the need to crane their necks out of windows and gamble on uncertain pushes of the peddle.
The concept will be unveiled with the new Discovery model and other concepts to convey the brand’s effort to create vehicles with emotive design and greater versatility.
Land Rover debuts invisible car technology
Fans are invited to join the conversation using the hashtag #ReadyToDiscover
Cars of the future
Other brands are striving for the next level of technologically-empowered vehicles and are coming up with increasingly sophisticated prototypes.
For instance, German automaker Mercedes-Benz is working to ensure the reliability of its autonomous vehicles, having already exhibited the technology needed to navigate streets without human intervention.
The automotive brand will have to overcome numerous hurdles before an autonomous vehicle becomes available to the public, but keeping consumers updated will generate interest in the project. Similarly, Mercedes-Benz’ full-throttle approach to autonomy will likely spur other brands to increase their research into similar designs (see story).
Brands in other product categories are also venturing into new areas of technology as well.
For example, Italian fashion house Fendi gave consumers a different view of its runway show live-stream 20 through high-definition cameras attached to drones.
In addition to the standard view of the runway, consumers watching the brand’s fall/winter 2014 show on Fendi’s Web site during Milan Fashion Week had the ability to switch to the camera angle of the aerial drones. This new way of filming the runway show allowed viewers at home to have a unique experience and feel more a part of the action, as they could switch vantage points (see story).
Land Rover, along will many other automakers, will be flaunting innovations at upcoming car shows.
“Specifically in the near future, we will be debuting many revolutionary technologies on the Discovery Vision Concept which will be unveiled at the New York Auto Show next week,” Mr. Schorr said. “Watch this space.”
Final Take
Joe McCarthy, editorial assistant on Luxury Daily, New York
