At CES, Mercedes-Benz debuted its new AI-based infotainment system, MB.OS. The German brand will ship it in its cars based on the MMA platform, such as the CLA, GLA, and others. MB.OS will integrate a 3D AI Virtual Assistant, which presents itself as an animated Mercedes-Benz star and talks to the passengers in a more “natural and empathetic” way.

Before CES, Honda hyped the launch of a new “global EV line.” To the dismay of many attendees, it turns out that the “EV line” was just a pair of concepts that have absolutely nothing to do with any street-ready EV car Honda might bring to the market soon. The Honda Saloon and Space Hub are part of the new Honda 0 series. The brand plans to get a car vaguely resembling the Saloon concept to the market in 2026.

Admittedly both the two concepts and the Japanese manufacturer’s booth at CES were nothing short of  spectacular. But are we really sure that right now, with the electric transition largely underway, what we need are still visionary concepts trying to once again redefine a path, rather than concrete proposals and models that consumers can look to with somewhat more grounded expectations?

Vietnam’s Vinfast picked the Las Vegas show to double up its bet on the American and global automotive market. The company introduced a new concept for an electric pickup, the VF Wild (unlike Honda’s, this concept looked very close to a production vehicle). The EV truck has been designed for versatility, with large tires and a sizeable ground clearance. Its flexible bed can also extend from 5 to 8 feet with the touch of a button. The company also announced the global launch of its Vinfast VF 3 mini Suv, a two-door compact EV. The car is ultra-small and only has about 125 miles of range on a single charge, but the company plans to sell it for less than 20000 Dollars.

Italian design firm Pininfarina partnered with AC Future, a leader in futuristic living solutions, to design a mobile living space named eTH - Electric Transformer House. The innovative motorhome aims to seamlessly blend luxury amenities, smart technology, and eco-friendly features, meeting the mobility needs of the future. More broadly, the eTH is a sustainable living platform offering a unique travel and living experience with expandable structures, Starlink connectivity, co-pilot assistance, and customizable interior and exterior colors.

The South Korean carmaker picked CES to double down on its Hydrogen commitments. The brand had one of the most ambitious booths of the show, focusing on various hydrogen-related concepts and displays, from hydrogen production plants to hydrogen-powered futuristic and interactive mobility platforms. At the show, Hyundai reiterated its commitment to H2 as the best option for a fast environmental transition, touting its goal of moving from being a “Hydrogen first mover” to a full-scale “hydrogen provider”.

A few years ago, we would have expected Intel to use its CES presence to showcase new PC chips. That happened this year as well, of course, but the show’s highlight for the Santa Clara silicon manufacturer was automotive. The company introduced its first line of SoC for the Software Defined Vehicle (SDV) and announced that Zeekr, a Geely-controlled Chinese brand, will be the first to integrate them into their cars shortly.

While Intel is just entering the automotive fray, its main competitor, Qualcomm, has been hard at work in trying to seize the SDV market with its own Snapdragon Flex solutions. Interestingly, automotive was Qualcomm’s single vertical topic at CES, showing how important the automotive arena has become for silicon tech giants. The San Diego company didn’t have any groundbreaking news to share, but it announced an important partnership with Bosch to develop a new cockpit and ADAS integration platform based on the Snapdragon Ride Flex System-on-a-Chip.

Volkswagen rode the CES AI wave in full, announcing the integration of the ChatGPT into its new IDA voice assistant. The German company is the first large car manufacturer to incorporate generative AI as a standard feature. The updated infotainment system will arrive on the ID.7, ID.4, ID.5, and ID.3 EVs and on the all-new Tiguan, Passat, and Golf starting in March 2024. According to the group, the goal is to provide drivers with added value and direct access to AI-based tools for interacting with the system more naturally. The integration was made possible by the collaboration with technology provider Cerence.

Kia announced its “Platform Beyond Vehicle” (PBV) initiative, focusing on versatile and modular solutions for the future of mobility. The strategy is centered around the PBV Concept Models, modular vehicle platforms with customizable and flexible interiors designed for hailing, delivery, and personal mobility. The company also announced that a new factory in Korea focusing on hybrid production methods will support this PBV initiative.

Good old four-wheeled cars were the main attraction in the automotive halls at Ces, yet a couple of cars of the flying variety also made their appearance. Hyundai-controlled Supernal showed its S-A1, an electrical vertical takeoff and landing (Evtol) that can seat up to five people, including the pilot, and is designed for shorter journeys between 40-65 km.

The Chinese manufacturer XPeng Aeroht showed its new Land Aircraft Carrier, a unique vehicle with an air and ground module. The ground module functions as a car with six wheels and three axles, while the air module, deployable from the vehicle’s rear, enables vertical takeoff and low-altitude flight. The car is suited for personal use and public services like emergency rescue. While the car still looked like a futuristic concept, XPeng AeroHT said it had completed the R&D phase and that the Land Aircraft Carrier is already moving towards mass production, with pre-orders expected to open in 2024.