Sony and Honda have unveiled bold new plans to bring video games to the bumper of cars through their jointly developed electric vehicle prototype “Afeela”. A recent concept video shows the Afeela using its innovative “Media Bar” display on the front bumper to showcase logos and imagery from popular games like Fortnite and Horizon Forbidden West.

While the technology behind the Media Bar shows promise, its demonstrated uses raise alarming safety issues. Displaying flashy video game promotions on a car’s exterior could prove dangerously distracting to other drivers on the road. The Media Bar is just one of several concerning features focused more on entertainment than safe driving.

The Afeela concept also includes a so-called “Monster View” augmented reality game that overlays virtual monsters for the driver to “catch” while navigating real city streets. Additionally, an interior media screen larger than some living room TVs aims to provide movies and other content better suited to the living room than a moving vehicle.

Sony and Honda have emphasized Afeela’s prototype status, meaning these entertainment features could change before the planned 2026 launch. However, the early concept reveals misguided priorities around driver engagement versus safety. Here’s hoping the companies refocus the Afeela experience on the road rather than on games, movies and virtual monsters that could threaten more than the driver’s high score.

*Images courtesy of Sony Honda Mobility