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Upcoming CES conference to showcase new auto technologies

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Announcements | Market Trends | Technology
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Some automakers are teasing new technology-related announcements ahead of the 2024 Consumer Electronics Show (CES).

Hyundai said that it will “reveal its future blueprint for hydrogen energy,” software, and artificial intelligence (AI) during the Las Vegas, Nevada event, which runs Jan. 9-12.

“Hyundai Motor will present how its hydrogen-powered and software-driven transformation will bring universal benefits to humanity. The company will also reveal its plan to foster human-centered innovations beyond mobility to add comfort to people’s everyday lives,” the OEM said in a press release.

“Hyundai Motor’s future blueprint will combine the capabilities of Hyundai Motor Group affiliates to accelerate the transition towards a hydrogen-powered society. The company will also unveil its modular hydrogen toolbox to effectively establish a clean hydrogen value chain.”

More information was shared by the automaker’s parts company, Hyundai Mobis, which said it will unveil a new transparent display for vehicles during CES.

“This product is a next-generation display which employs holographic optical elements technology. The display can realize the projection of clear images on a transparent panel while providing drivers with a wider sense of space and openness than that of general displays,” Hyundai Mobis said in a release. “Transparent displays enable images to be magnified on the front windshield.”

The idea, it said, is to display various information across the windshield to prevent drivers from having to look around in various directions.

“Because of their unique features, it is expected that transparent displays will bring many changes to future automobile designs once they are mass-produced,” Hyundai Mobis said. “Estimates indicate significant demand from global car manufacturers, creating high expectations for the display’s future technological development and mass production.”

Kia will officially launch its global “Platform Beyond Vehicle” business at CES. Kia PBV is a total mobility solution combining fit-for-purpose electric vehicles (EVs) with advanced software solutions, the OEM said.

The Kia PBV exhibition will feature five concept models including its first PBV slated for mass production beginning in 2025, a range of Kia-exclusive PBV technology, and a PBV-dedicated presentation and demonstration highlighting the company’s software-defined vehicle strategy and plans for partnership integration.

VinFast said it will introduce its new EV concept vehicle and mini eSUV VF3 model during CES as it plans to expand its lineup.

The Vietnamese automaker will also display its VF 9 SUV during the event, which it said incorporates a new streaming service. It said it will elaborate on its showcased items during a Jan. 9 press conference at CES.

“CES is a highly influential consumer technology exhibition in technology and particularly in the EV industry,” said Tran Mai Hoa, VinFast CEO. “Our presence at CES 2024 affirms our unwavering commitment to shaping the future of sustainable transportation, and we are excited to showcase the groundbreaking innovations that will further propel us towards this ambitious goal.”

Honda plans to unveil a new EV series during the event. The automaker has previously shared its plans to introduce 30 new EV models globally through 2030.

At its booth and through a dedicated CES 2024 website, Honda will showcase its global EV series models and several technologies that “illustrate the significant transformation” the OEM says it’s currently undergoing.

Mercedes-Benz said it will preview “the next major step toward its vision” at the show — the MBUX Virtual Assistant. The OEM describes it as a step above the “Hey Mercedes” voice assistant by adding visualizations.

“This advanced AI-powered feature combines the intelligent systems of MBUX into a single entity and presents an expressive new face to the customer with natural interaction,” Mercedes said.

Mercedes CEO Ola Källenius added, “Mercedes-Benz is reinventing the digital passenger experience by leveraging AI to offer human-like interaction with the intelligent MBUX Virtual Assistant. It includes empathetic characteristics that sync with your driving style and mood. Paired with our in-house MB.OS architecture, this approach will define the future of digital luxury.”


Featured image courtesy of EvgeniyShkolenko/iStock

Secondary image: Transparent display Hyundai Mobis plans to unveil at CES 2024. (Courtesy of Hyundai Mobis)

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