In the unending war for dominance in the auto industry, the fighting has long focused on questions of performance, reliability, comfort, style, and safety. But in the past decade, a new front has opened up: infotainment.

The newest entrant is Ford. Today, the biggest touchscreen you can get in a Ford is the Explorer’s 10-incher. Most of its cars come with 8-inch offerings. Starting next year, Ford announced Wednesday, some (to be announced) vehicles will come with 12- and 15-inch touchscreens—the latter is larger than any iPad—stuck smack in the middle of the dashboard.