Continental, known for its tires and other auto supplies, said it’s developed technology to project content onto vehicles’ side windows, making them mobile information centers and allowing consumers to personalize their rides.

The Germany-based company will debut the tool at the CES electronics show this week in Las Vegas.

It said the technology displays content from rear side windows that’s visible outside the vehicle when it’s parked. Everything from electric-vehicle charge levels to the owner’s favorite sports team logo is fodder for the displays, Continental said.

Information is displayed in “extremely” high resolution via a mini projector inside the vehicle roof lining, Continental said.

“Our engineers are already working on additional measures to make future generations of the system even more compact,” said company Head of User Experience Pavel Prouza in a press release on the technology.

Along with the projector, Continental said it will provide consumers with “seamless” integration with their vehicles’ systems via its artificial intelligence-enabled eTravel.companion software that takes vehicle data on everything from driving habits to weather conditions “to create new user experiences.” The software displays suggestions on rear windows as owners approach their vehicles.

The information can include nearby EV charging points or the owner’s favorite sports team logo when the software sees that the vehicle is headed to the team’s home stadium.

The technology debut will be in Continental’s booth in Central Plaza across from the Las Vegas Convention Center throughout CES, which wraps up Friday.

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