In recent years, the Consumer Electronics Show (CES) in Las Vegas has become a formidable rival to major auto expos, boasting large displays and extravagant debuts. However, for the 2024 edition held from January 9 to 12, automakers took a more restrained approach to unveiling concept and production cars at the world’s largest tech conference. Instead, they heightened their focus on the technologies beneath the surface, such as artificial intelligence (AI), connectivity, and software-driven systems. Simply put, CES is now as much about the driving experience itself as it is about the vehicles we are driving or, in some cases, flying. Here are some of the notable highlights.
Honda 0 Saloon
Honda, the monumental Japanese conglomerate, unveiled two captivating concepts, with the Saloon being the more intriguing of the two. Emanating vibes reminiscent of wedge-shaped 1970s supercars for the electric era, the Saloon, along with its boxier counterpart, the Space Hub, constitutes the Honda 0 Series. This series introduces a new design language and an EV platform slated to underpin a production car in 2026. The front end is framed by a thin lighting signature, featuring an illuminated “H” logo in the center. Inside, the Saloon boasts a yoke-style steering wheel and incorporates sustainable materials. While specific details from Honda are scarce, the company indicates that the production car based on the Saloon will incorporate next-generation automated driving features, connected services, and advanced AI designed to learn drivers’ behaviors.
MBUX Virtual Assistant
Mercedes-Benz showcased its MBUX Virtual Assistant, set to run on the brand’s upcoming in-house-built MB.OS operating system. Utilizing advanced, real-time graphics powered by technology akin to video games and generative AI, the system promises a more comprehensive and user-friendly interface. Markus Schäfer, chief technical officer at Mercedes-Benz, emphasized during a roundtable discussion that “the car is no longer a car; it’s about creating a new relationship to your vehicle.” The forthcoming MB.OS is expected to integrate productivity apps like Zoom and entertainment options such as Angry Birds. In contrast to BMW, which plans to charge extra for connected content, Mercedes currently has no subscription model in the works, according to Schäfer.
MBUX Sound Drive
In addition to this, Mercedes-AMG introduced Sound Drive, an app developed with assistance from Will.i.am. Triggered by driver inputs such as throttle, steering, and brake, the app provides a unique musical experience, with specific songs modified for the feature responding to throttle inputs with a digital revving sound and multi-dimensional flourishes when steering. This creative approach capitalizes on the quiet cabins of electric cars, replacing the traditional engine soundtrack with enhanced music. Sound Drive will be available on Mercedes-Benz and Mercedes-AMG production models equipped with the new MB.OS.
