Supernal
In recent years, the Consumer Electronics Show (CES) in Las Vegas has rivaled the biggest auto expos, with massive stands and splashy debuts. Yet for the 2024 edition, held from January 9 through 12, automakers scaled back their introductions of concept and production cars at the world’s largest tech conference and exhibition, intensifying their focus on the products and services beneath the sheet metal, such as artificial intelligence (AI), connectivity, and software-driven machines. In other words, CES is now as much about what’s driving the vehicle experience as what we’re driving (or in some cases, flying). Here are our highlights.
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Honda 0 Saloon
Image Credit: Honda Motor Co., Ltd. The more captivating of the two concepts unveiled by the monumental Japanese conglomerate Honda, the Saloon gives off wedge-shaped 1970s supercar vibes for the electric era. The Saloon and its boxier counterpart, dubbed the Space Hub, comprise the Honda 0 Series, which premieres a new design language as well as a new EV platform that will reportedly underpin a production car in 2026.
A thin lighting signature frames the front end with an illuminated “H” logo in the center. The interior features a yoke-style steering wheel and sustainable materials. While Honda is short on specifics, the company says the production car based on the Saloon will feature next-generation automated driving features as well as connected services and advanced AI that will learn drivers’ behaviors.
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MBUX Virtual Assistant
Image Credit: Mercedes-Benz Mercedes-Benz showed off its MBUX Virtual Assistant, which will run on the marque’s forthcoming, in-house-built MB.OS operating system. The system uses advanced, real-time graphics (powered by the same technology as in video games) and generative AI for a more comprehensive and easier-to-use interface. During a roundtable discussion, which included Robb Report, Mercedes-Benz’s chief technical officer, Markus Schäfer, stated that “the car is no longer a car. It’s about creating a new relationship to your vehicle.”
Soon to be expected with the new MB.OS will be productivity apps such as Zoom, as well as entertainment options like Angry Birds. Unlike BMW, which will charge customers extra for its connected content, Mercedes currently has no plans to institute a subscription model, at least according to Schäfer.
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MBUX Sound Drive
Image Credit: Mercedes-AMG In other Mercedes news, Mercedes-AMG launched Sound Drive. The app, created by musical artist Will.i.am, enhances in-car audio with additional layers of sound, triggered by driver inputs such as throttle, steering, and brake. On a test drive with the musician, we heard a handful of specific songs—modified especially for the feature—respond to our throttle with a digital revving sound complemented with multi-dimensional flourishes when we turned the wheel.
It’s a creative way to capitalize on the quiet cabin afforded by electric cars, replacing the soundtrack of a combustion engine with enhanced music. The feature will be available on Mercedes-Benz and Mercedes-AMG production models equipped with the new MB.OS.
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Volkswagen’s Voice-Activated Digital Assistant
Image Credit: Volkswagen Volkswagen debuted a new version of its voice-activated digital assistant, which is powered by Chat GPT. The result is touted to be enhanced functionality and more natural language recognition. During a demo, we heard the new assistant suggest nearby restaurants, answer questions about the chairman of a competing car company, and create a bedtime story.
The latest system is slated to appear on VW’s electric cars (ID.7, ID.4, ID.5, and ID.3), as well as the new Tiguan and Passat, in the second quarter of this year. Currently, the technology has only been confirmed for VW models, but we suspect similar tech might expand to the Volkswagen Group’s luxury nameplates such as Audi, Bentley, Porsche, and possibly even Lamborghini.
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Qualcomm’s Concept Car
Image Credit: Qualcomm Incorporated While Qualcomm isn’t making cars itself, the tech giant is a crucial supplier to some of the world’s biggest automakers, including BMW, Mercedes, and Jaguar Land Rover, enabling features like in-car connectivity, telematics, and advanced driver assistance systems (ADAS). The many non-automotive partners for Qualcomm’s products and connected solutions include Amazon Music, Bose, and TikTok.
At CES, Qualcomm’s concept car showcased the company’s AI-powered voice assistant and other connectivity features built on its Snapdragon Automotive Cockpit platform. Also announced was its Snapdragon Satellite, which will bring satellite-based, two-way messaging to next-generation Android phones. The collaboration with navigation-specialist Garmin will enable emergency messaging when a cell signal isn’t available.
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BMW’s Remote Valet
Image Credit: Tom Kirkpatrick, courtesy of BMW BMW showed off its Remote Valet self-parking feature, which enables cars to search for spaces and park themselves autonomously in areas equipped to support the technology. Alternatively, drivers are able to park from outside the vehicle via their mobile devices. BMW also debuted its 9.0 operating system with an updated version of its voice assistant that uses Amazon’s Alexa Large Language Model. And a new video app will allow for live TV and on-demand streaming.
Other features, available through BMW’s Digital Premium subscription service, include console-style, two-player gaming and a variety of other third-party apps. It’s an interesting litmus test as to whether customers are ready to pay for digital content, as BMW backpedaled on its subscription fee for Apple CarPlay a few years ago.
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Supernal S-A2 eVTOL
Image Credit: Supernal A Hyundai subsidiary based in Northern California’s Silicon Valley, Supernal unveiled the S-A2 eVTOL designed for city operations. The zero-emissions flying machine has a purported range of 25 to 40 miles. Designed by the Genesis studio, based in Irvine, Calif., the S-A2 features reverse-opening butterfly doors, ubiquitous glass, and lime-green ambient lighting.
Hyundai and its subsidiaries have been bullish on expanding their products and services, also showing a gargantuan automated tractor, as well as the now-familiar robot dogs from Hyundai-acquired Boston Dynamics. “We have evolved from being a car company into a mobility company,” stated Hyundai CEO Jay Chang at the S-A2’s reveal. Judging by the 2024 CES, that’s a transition many presenters can now claim.
