The era of software-defined vehicles is upon us, as automakers come up with new ways to get your attention. Some companies specifically want to distract you from driving and force you to look at the huge screen on your dashboard.
Some companies even go so far as to add this several screens in their vehicles. A single center display is usually located up front, while an optional second (or third, if you’re a Mercedes-Benz) screen faces the front-row passenger, allowing passengers to stream the latest movies and TV shows via the vehicle’s local Wi-Fi hotspot.
Tesla is more… unique when it comes to displaying content. The over-the-air update pioneer is constantly adding new content to the Home menu, like the latest, er, improvement, advertising the new Disney movie Tron: Ares.
That “improvement” comes in the form of Light Cycles that navigate the darkened, enhanced city streets, rather than the generic, gray models typically used to indicate nearby traffic. The atmosphere is emphasized by red mood lighting and direction indicators with a different sound signal, in keeping with the theme of the film.
Tesla is never one to shy away from gimmicks. Several references have been made to classic films, such as James Bond’s Lotus Esprit submarine that can replace the Tesla in your vehicle settings, Ludicrous Mode, a nod to Space ballsjust like ‘Mad Max’, a setting for the semi-autonomous Full Self Driving functions.
But this Tron integration is different. It’s being played as direct advertising for the film, causing controversy among even the Tesla fanbase. Compared to the other references mentioned, this is a far cry from the playful nature of opening the Toybox and allowing the sound effect of a screeching pillow to get you giggling.
This also coincides with Elon Musk’s recent feud with Disney CEO Bob Iger, whose company pulled advertising from Musk’s company. X (earlier Tweet) venture, in which Tesla responded by removing Disney+ from its infotainment system. Light cycles working their way across the display suggest a change in tone (or at least a lot of advertising money spent).
This collaboration in automotive advertising has sparked controversy among owners, some of whom have argued that it goes too far. Unfortunately, just as Tesla’s CEO is no stranger to botching the works of society, this may be far from the last promotion.
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