That TikTok is part of our lives is already a fact, but the meaning of this expression is becoming more and more literal. In just a few days, the short video app has launched a new shopping feature, a trivia contest with $500,000 at stake (U.S. only) and a program to incentivize the creation of long-form videos on its platform. But TikTok’s latest will catch everyone by surprise.
The company has announced a new collaboration with the Mercedes-Benz car brand in order to directly integrate TikTok videos in the screens that will be included in the new E-Class. The vehicle has an integrated entertainment system known as MBUX in which you can run different types of apps, including games like Angry Birds or YouTube itself.
“From passing the time waiting while stationary in your vehicle to simply enjoying a moment to yourself while your car is idling, before heading to your destination, TikTok will be your new favorite activity when you’re parked, offering a stream of videos tailored just for you. Passengers can have fun, too. The two screens in the vehicle work independently, so both driver and passenger can connect to their own ‘For You’ accounts and feeds,” TikTok explains on its blog.
Now, TikTok will be part of the Mercedes-Benz E-Class app catalog, and you will be able to watch short TikTok videos while parked, or allow your companions to log into their accounts and have a good time while making that long trip from Seville to Madrid (watch out for carsickness).
A utility that is fine, yes, but with a very large elephant in the room: many drivers will use it while driving. This is something we already take for granted, even more so in countries like Spain, where offenses for using cell phones at the wheel have been punished more severely since last year due to the large number of people who fiddle with their cell phones while driving or while waiting at a red light.
The fact that now it is not a cell phone, but a screen inserted in the car does not make it any less dangerous. So, if you decide to buy a Mercedes-Benz E-Class and want to watch some videos on TikTok to have a few laughs, park for a moment and watch as many as you want, but always keep your eyes on the road when driving.