I know that you would call the image bellow a "window roller" or a "window hand roller":
but what would you call when it is electrical? I mean:
In my language, they are both the same, but in a technical paper, if one needs to technically mention, they would call them "electrical" or "mechanical" window rollers and whereas there is almost no any car using the "hand window rollers" these days, no one mentions it.
Best Answer
The mechanical ones are referred to as "a roll up handle", "a manual hand crank" or the most popular version "a window crank".
The automatic ones are mostly referred to as "window switches". Like "driver side window switch" or "passenger side window switch".
If you are mentioning the mechanism itself then there's a regulator and a motor. Basically that makes a Window Regulator Kit with (or without) a motor. There are also "window buttons" that you can inplace into a door.