Last month, approximately 141K attendees graced CES 2025 and, compared with previous years, were treated to a wealth of automotive technology. From new cars to peripheral solutions, ADAS software, and, as we’ll see, even a city was on view for attendees. Was this year different than last? Subtly, it was.
New startups always dot the show floor at top trade events, and there were plenty of those. At the top of the buzz were AI and software-defined vehicles (SDVs). The focus weighs heavily on AI and the necessary computing power behind advancing the user experience, from AI assistance that helps users tap into the growing infrastructure and simplifying finding locations for safety, entertainment, and automotive-related services, including charging. As generative AI gains ground, we’re seeing a move towards integrating AI across the entire user experience. A few examples of technology intros and demonstrations included:
- Nvidia – Cosmos AI model for robotics, calling it “the ChatGPT moment for robotics,” alongside the Thor chip, designed for Level 4 autonomous driving.
- Garmin – The company’s domain controller integrates multiple systems into a single module with six displays, including child detection and driver monitoring. Hyundai Mobis’s full-windshield holographic display projects vital information while minimizing driver distractions.
- Omnivision, Philips – In-cabin monitoring focusing on comfort.
- Continental biometric sensing display monitors vital signs via a camera and laser projector behind an OLED screen.
- Volkswagen – real-time hazard alerts via the HAAS Alert Safety Cloud facilitate quicker, safer decision-making on the road.
Software-defined vehicles (SDVs) focus on real use cases rather than a futurist’s view of how they are going to be. SDV and AI are combining with exciting and near-term expectations.
As to the vehicles announced at the show:
- The BMW Panoramic iDrive
Prototypes of BMW’s Neue Klasse EVs were under the spotlight at CES, with production slated for later in 2025, so all new BMW models would include the new system at that time. The Panoramic iDrive features a pillar-to-pillar display on the driver’s side with information such as speed, range, gear, etc., which appears on a black band on the bottom of the entire windshield. There is also a new steering wheel, central display, and room for six customizable widgets in the unused space. A new software platform drives all, the BMW Operating System X. A 17.9-inch center touchscreen is the main way you interact with Panoramic iDrive. This display isn’t rectangular but slanted towards the driver, making it easier to reach from the multi-button steering wheel. It provides the usual navigation and infotainment functionality and lets you assign widgets to the Panoramic Vision screen at the bottom of the windshield.
- The Honda 0 Series
Honda showed not one but two prototypes at CES that demonstrate its electric 0 Series vehicles. The Honda 0 SUV features most of a traditional SUV profile, but at the back of the vehicle, a tailgate features a U-shaped LED band and a slim horizontal window. There are still lots of unknowns here, so stay tuned.
- Toyota Goes Interstellar
This was a different type of announcement – Toyota revealed it would invest approximately $44 million and its expertise in Interstellar Technologies, a Japanese startup, not to build a vehicle but rockets. This may be part of a bigger trend as Honda and Mitsubishi Heavy Industries are researching rockets and building expendable launch vehicles. This wasn’t the only bit of Toyota news at CES, as the company claims its Toyota Woven City, phase one will be ready for residents and researchers as soon as fall of 2025. The goal is a prototype community that can develop/test mobility options in a small setting with direct feedback from residents. The city is located at the Toyota factory site, which was closed as production was moved to support the area’s economic recovery.
- Sony/Honda’s Afeela 1
The fruits of a joint project by Sony and Honda will be seen in 2026 when they release the Afeela 1 fastback electric luxury car. Expectations are that the price tag will exceed $100,00 with a less expensive model the following year—and it will only be offered in California. Features include 40 sensors, including roof-mounted LiDAR, 180-kW electric motors on front and rear axles, and an expected 300-mile range per single charge.
This year, CES wasn’t all about charging and battery technology, but it exhibited a rapid growth of hardware and software systems supporting autonomous driving, safety, connected cars, and infotainment. CES delivered real possibilities, and a fork on the proverbial road of implementation has been reached. .
