Consumer Electronics Show 2024: Everything shines, everything shines

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Once a cow fair not far from the Strip in Las Vegas (USA), over the last 15 years it has become the world’s most important technology event. The Consumer Electronics Show (CES), set for January 9-13, is set to be big and bright right at the start of the year, as many automakers are now confidently declaring themselves technology companies.

The fact is that automakers are so far in second place next to major brands in the field of computer technology and consumer electronics. Sony, Google, Mobileye, LG and Samsung are setting the tone. However, various automakers and suppliers such as Mercedes, Polestar, Hyundai and Bosch are showcasing their new products in a more impressive manner than in previous years, as they have collaborated with some of these technology giants.

More than 4000 participants

That’s why CES 2024 will be an excellent event once again. Even though it is a trade fair, the organizer expects over 130,000 visitors over four days. At least 84 of the top 100 global companies in the renowned Interbrand ranking are represented in Las Vegas. And almost a third of the more than 4,000 participants from 150 countries are start-ups. This year at CES, topics such as general mobility, artificial intelligence (AI), display technology and augmented reality are more at the forefront than ever before.

So what exactly are car companies showing at the show? Mercedes offers a glimpse into the interiors of its new electric entry-level models, which will celebrate its premiere with the CLA at the end of the year, and in this context, it is once again introducing the CLA Concept at the IAA in Munich. That’s what happened last fall. While at that time the focus was on the exterior, this time cockpit technology came to the fore. “Mercedes is reinventing the digital experience by using artificial intelligence to enable human-like interaction with the intelligent MBUX Virtual Assistant,” explains Mercedes CEO Ola Källenius (54). This assistant must have empathetic characteristics, which are influenced by the individual driving style and personal mood. “This approach, combined with our own MB-OS software architecture, will define the future of digital luxury.”

Polestar and Google reveal how they are working even more closely on connectivity on the upcoming Polestar 3 electric model. Additionally, the Swedes, together with technology companies Luminar and Mobileye, are giving a glimpse of the near future in terms of lidar and autonomous driving with Polestar 4.

Partnership Fair

But CES is also a fair of partnerships. Navigation specialist Tom Tom and Microsoft are expanding their collaboration with the development of a new AI-controlled voice assistant for vehicles based on the Microsoft Azure OpenAI service. The assistant, which can be integrated into other infotainment systems as well as the Tom Tom digital cockpit, offers new voice control options that are increasingly replaced by direct commands and buttons.

Optical specialist Zeiss offers, among other features, “Multifunctional Smart Glass” technology. Augmented reality in vehicles opens up new possibilities for head-up displays. Meanwhile, suppliers Magna, Bosch and Continental offer highly autonomous driving functions and technical solutions for the near future. “With our knowledge in almost all vehicle areas, CES provides us with an ideal opportunity to show interested customers what is possible on the path to a safer and more sustainable future,” says Magna sales manager Eric Wilds.

Source: Blick