In the arms race of in-car tech, the dashboard stopped being the final frontier years ago. Screens multiplied, stretched pillar to pillar, and eventually crept into the second row like a rolling IMAX. Now, if Faraday Future has its way, the next logical step isn’t inside the cabin at all—it’s staring you down from the outside.
Meet the FX Super One, a vehicle that takes the idea of a “face” a little too literally. Where you’d expect a grille—or at least a polite nod to one—there’s instead a full-width LED slab. The company calls it FACE, short for Front AI Communication Ecosystem, which sounds less like a car feature and more like something you’d accidentally subscribe to. Functionally, it’s a rolling digital billboard: animations, messages, video playback, even voice interaction when parked. Your car doesn’t just arrive anymore; it performs.
If this feels like a gimmick, that’s because it kind of is—but not without precedent. Hyundai, Opel, and BMW have all flirted with exterior displays in concept form, typically pitched as a safety tool—think friendly signals to pedestrians or subtle cues for autonomous driving. Faraday Future, however, skips the subtlety entirely. This isn’t about a gentle “you may cross” icon; it’s about turning your morning commute into ad space.
Of course, the technical and regulatory questions pile up faster than pixels on that front fascia. How does a screen like this hold up against weather, road debris, or the occasional parking mishap? What happens when it inevitably meets a rogue shopping cart? And perhaps most critically, will regulators allow a moving vehicle to broadcast what amounts to dynamic advertising in traffic? The FX Super One may be ready for production—Faraday insists it is—but the world it’s driving into may not be ready for it.
Then there’s the company itself. Faraday Future’s track record is, at best, turbulent. The long-promised FF 91 finally trickled into reality years after its splashy debut, only to land with the quiet thud of a niche curiosity. A handful of deliveries later, it became less a Tesla rival and more a cautionary tale. The FX Super One, reportedly targeting a sub-€100,000 price point, is positioned as a reset—a second swing with broader appeal.
But ambition has never been Faraday’s problem. Execution is where things tend to flicker.
Still, there’s something undeniably fascinating about the FX Super One’s premise. Cars have always been expressions—of identity, status, engineering prowess. Now they might become literal communication devices, broadcasting messages to the world in real time. Whether that’s a glimpse of the future or just another overcooked tech flex remains to be seen.
One thing is certain: the line between automobile and advertisement is no longer blurred. It’s backlit, animated, and impossible to ignore.
Source: Faraday Future
