A lot is different at CES, the Consumer Electronics Show. This is not only because of the attractive venue of Las Vegas (USA), which draws thousands of pleasure-seekers to the Nevada desert every day, if not a trade fair. CES is seen as the highlight of the tech scene and confidently celebrates itself as “the most influential tech event in the world – the experimental space for breakthrough technologies and global innovators.”
The industry has long made CES one of its favorite events, as car manufacturers also see themselves as innovative tech companies. Undoubtedly, more automakers celebrated their Las Vegas appearance in 2023. Some start-ups are now bankrupt as suppliers of electric cars and technologies related to automated driving. Other brands only exhibit when there is something really new to report. And some seem to have run out of innovative ideas and money to show off at CES every year.
BMW and Stellantis look to the future
But the current release from January 5-8 will not only offer interesting innovations from an automotive perspective, but also an explosive duel between the European BMW and Stellantis groups for the first time. BMW CEO Oliver Zipse (58) and Stellantis counterpart Carlos Tavares (64) are trying to kidnap trade fair visitors and include them in the mobility of the future. BMW isn’t presenting a new production vehicle, but it offers a realistic vision of how the fully networked car of the future should be imagined. Project name: “New Class”, referred to as the successful 5 Series predecessor in the 1960s. The study should focus not only on design and technology, but also on operating concepts and interior design.
Initially, BMW had hoped to focus solely on itself at this year’s CES, but now, with Stellantis, another major car group is putting itself in the limelight. “We’re showcasing the best of our technology at CES. “It aims to delight our customers and tackle climate change, the biggest global challenge today,” said Tavares, CEO of Stellantis. And he promises: “You’ll see how we bring electric and emission-free drives to market, how our software makes mobility easier and safer, and how sustainability is based on all of our decisions.”
Gotta catch up with electric pickups
Among other things, Stellantis is showing Peugeot Inception work that could be based on the E-Legend retro work shown in 2018. In addition, the near-series concept of the electric full-size pickup truck Ram 1500 Revolution BEV will be introduced. Especially in America, Stellantis is under pressure with popular big pickups. The competition has already launched or at least announced its electric trucks (Ford F-150 Lightning, GMC Hummer EV, Rivian R1T) (Chevrolet Silverado, Toyota Tundra).
Also, the CES appearance of the Hyundai group may get you excited. With “Zero1Ne”, South Koreans offer a platform for creative talent that supports an ecosystem of creative people and start-ups and provides a foundation for Hyundai Motor Group’s active engagement. In addition, one or the other of the brands should find a surprise – after all, manufacturers like VW, Audi or General Motors are reluctant to be pushed into second or third place.