Excitement and caution were the two major sentiments surrounding
automotive technology at the Consumer Electronics Show (CES) last
week in Las Vegas. AI automotive trends—as well as innovations
in electrification and vehicle autonomy—stole the spotlight,
reimagining mobility and highlighting advancements in both user
experience and operational efficiency.
However, economic uncertainty tempered this enthusiasm.
Automakers are focusing right now on improving user experiences
through advanced technologies, including personalized software
features and interactive AI systems. Honda showcased its 0 Series
at the event, which emphasizes innovations in electric vehicles and
tailored user experiences. BMW and Hyundai also introduced features
such as pillar-to-pillar panoramic displays and holographic
windscreens.
AI automotive trends from CES: Nvidia steals the spotlight
As competition for AI-powered vehicles intensifies, industry
leaders seek solutions to rising costs and supply chain challenges.
Notably,
Samsung and Harman flaunted AI vehicle technologies, including
Home AI for EV charging management.
However, it was Nvidia CEO Jensen Huang who captured the most
media attention on Day 1. Huang announced the Cosmos AI model for
robotics, calling it “the ChatGPT moment for robotics,” alongside
the Thor chip, designed for Level 4 autonomous driving.
Honda and Sony Honda Mobility unveiled the Afeela 1, featuring
an interactive AI voice agent and ambitious plans for 100,000 EV
charging stations by 2030. BMW is waving goodbye to buttons as it
introduced a customizable
Panoramic iDrive system with voice controls for a more
personalized driving experience.
Garmin showcased a domain controller that integrates multiple
systems into a single module, managing six displays for safety and
entertainment, including child detection and driver monitoring.
Meanwhile, Hyundai Mobis presented a full-windshield holographic
display that projects vital information while minimizing driver
distractions.
Omnivision and Philips made headlines with their in-cabin
monitoring system, which tracks vital signs to increase passenger
comfort by adjusting lighting and climate and suggesting breaks or
route changes. Continental unveiled a biometric sensing display
that discreetly monitors vital signs using a hidden camera and
laser projector behind an organic light-emitting diode screen.
Volkswagen is enhancing driver-vehicle connectivity with its
upgraded Car-Net system, providing real-time hazard alerts via the
HAAS Alert Safety Cloud to facilitate quicker, safer
decision-making on the road. Continuing the safety narrative,
Bosch, in partnership with SiriusXM, introduced a wrong-way driver
alert system to address the alarming rise in fatality rates.
Software-defined vehicles (SDVs) again took center stage.
Honda's upcoming 0 Series EVs will use the AISMO operating system
for tailored software updates. Toyota is enhancing its software
strategy by incorporating Nvidia's Drive AGX Orin supercomputer and
DriveOS. On the supply side,
QNX (a division of BlackBerry), Vector and TTTech Auto are
partnering to create a streamlined vehicle software platform.
Everything but the car
Toyota also highlighted its Woven City project, a futuristic
town near Mount Fuji, which will feature autonomous vehicles, smart
homes and a collaborative environment for innovators. The town aims
to accommodate 2,000 residents, referred to as “Weavers.”
In other news, the Pivotal Helix flying vehicle garnered
attention at a pre-CES media event. With eight rotors and no
pilot's license required, the vehicle targets emergency services
and is set to ship this year. While flying cars captivate the
imagination, it is the sober fusion of AI and electrification that
promises a longer-term, transformative impact on the automotive
landscape.
Will practicality or flair win consumers' hearts?
Brian Rhodes, director, S&P Global Mobility, offered his
take on CES 2025, “Away from the usual CES razzmatazz we saw a
number of trends emerge that will continue to shape the future of
mobility. This year's CES was a testament to the industry's shift
towards practical, executable solutions while keeping an eye on the
future. AI was omnipresent, from practical applications to those
where use cases are perplexing. SDVs took center stage, with the
ecosystem rallying around them. The focus was on execution, with
futuristic concepts taking a backseat for now. Autonomous vehicles
made a strong impression, moving from mere hype to near-term
reality.”
The absence of several US and European automakers also created
an opportunity for Chinese brands such as Zeekr, Wey and Xpeng to
shine. The event showcased mainland China's tech prowess,
highlighting rapid innovation and a flair for flashy features that
appeal to tech-savvy first-time buyers, while leaving traditional
vehicle development cycles in the rearview mirror.
This article is part of a weekly newsletter series titled
BriefCASE, produced by our AutoTechInsight service and featuring
industry developments and technology trends in the automotive
supply chain. The CASE automotive acronym stands for connected,
autonomous, sharing, and electric.
Subscribe to BriefCASE newsletter
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