One embodiment includes a display system for use on the exterior of a vehicle having a display, a vehicle speed sensor, and a processor coupled to the vehicle speed sensor. The processor is configured to implement one of three operational modes of the display system based on the speed and state of the vehicle: a first operational mode, wherein a first content, including identification and/or registration information of the vehicle is rendered on the display at a first power consumption level; a second operational mode, wherein a second content, including a message, identification and/or registration information of the vehicle, is rendered on the display; and a third operational mode, wherein content is rendered on the display at a second power consumption level less than the first power consumption level.