CES 2021: First Small Virtual Tour

Daimler took the lead last week with the presentation of the new MBUX system, and BMW followed as the first on 11/1: We are talking about CES 2021, which is taking place purely digitally but is again attracting numerous car manufacturers and suppliers. The focus is naturally on digital developments, especially in the interior, where real and virtual worlds merge. The industry hopes, particularly in countries like the USA, where long distances are covered, or in Asia, where people often spend a long time in traffic jams, to make the automobile the "third place to live," that is, the third place after the home and workplace where people regularly spend a lot of time. And this time should be used as profitably as possible in the future. In this respect, CES always serves manufacturers as a barometer to test or present new business models to increase revenue and profit beyond hardware.

And so it depends on the respective consulting agency how much additional revenue can be generated digitally (McKinsey calculates up to 500 US dollars per car on the occasion of a study for CES 2021). This could be achieved through extra services, over-the-air updates, or function enhancements for a certain period. Conversely, money can be saved because future wishes of target groups can be determined much more accurately with increasingly precise usage data from connected vehicles.

And here, CES 2021 is making significant advancements: Continental, for example, is presenting 3D displays that all car occupants should recognize without aids, so buildings or streets suddenly grow virtually out of the navigation screen. And the fact that a virtual stop sign can float in front of the dashboard serves safety. Just as Daimler and soon BMW can now use optical tricks in the head-up display to place navigation directly on the road head. This way, the new distractions can be used to better steer the vehicles - because it will still be a few years before our colleague computer takes over completely.

But hardware is also finding its place again: The start-up Sono Motors is presenting the production-closer version of its Sion for the first time at CES, while construction and agriculture are also positioning themselves: John Deere is once again making suggestions on how to digitally increase yields in the field, while Caterpillar is making its debut and contemplating how to digitally accelerate the topics of construction and transport of bulk material and building materials.

In a small initial digital tour of the virtual CES, we show you the first highlights of the industry, sorted alphabetically.  

Audi will present the new E-Tron GT as a production model. Formula-E race driver Lucas di Grassi will drive and showcase the sporty newcomer, which is based on the Porsche Taycan, on the Audi Sport track in Neuburg an der Donau, and it will be live-streamed.

BMW counters with the next generation of iDrive, which will be installed for the first time in the iX. Incidentally, its pre-series study “iNext” also premiered in Las Vegas at CES.

Benteler and Bosch will once again showcase the modular electric car platform. The fully constructed "Rolling Chassis" is intended to make it easier for startups to bring an electric vehicle to market. The new model can be dressed by none other than Pininfarina, if desired. But Bosch is also advancing in software: A new computer is set to consolidate tasks in the cockpit, for which multiple control units were previously required. The new computer is designed based on a modular system and, according to Bosch, can be used in various vehicles, with the computing capacities being adjusted accordingly.

Bridgestone with digital fleet solutions

Bridgestone is presenting the digital Bridgestone World, an interactive city where trade show participants can learn how innovations can contribute to a more sustainable future of mobility. And it's not just about tires, but also digital services. "Active, intelligent, and digitally connected technologies are crucial for our goal to create new values for our customers and society through sustainable mobility and advanced solutions," says Paolo Ferrari, President & CEO, Bridgestone Americas, Executive Vice President and Executive Officer, Bridgestone Corporation. Bridgestone World offers users the opportunity to follow Bridgestone's development into a high-tech company that expands its core product of tires with intelligent and advanced mobility technologies. One example is the data-driven fleet management solution Webfleet, which is also embedded in Bridgestone World. With this virtual platform, the tire manufacturer aims to demonstrate its expertise in supporting people and businesses to manage their vehicles more safely, smarter, more efficiently, and sustainably.

Continental has already won first awards

Continental has already been honored with three CES 2021 Innovation Awards. The transparent trailer function and the premium long-range radar sensor ARS 540 were recognized in the “Vehicle Intelligence and Transportation” product category, while its Ac2ated Sound partnership was awarded in the “In-Vehicle Entertainment and Safety” category. The selection is made by a panel of independent experts – including industrial designers, engineers, and members of the trade media – to honor outstanding design and engineering in modern consumer electronics products across 28 categories.

The transparent trailer function allows the driver to "see through" a trailer while driving and to monitor the area behind and beside the trailer. Truly exciting is the ARS 540 - the first production-ready 4D imaging radar: While previous systems could only capture information on range, speed, and azimuth angle, the ARS 540 long-range radar also calculates the position of an object with its height to create a precise map of the vehicle's surroundings up to 300 meters away. The radar sensor's precise height measurement capability allows for even smaller objects to be detected more accurately. Additionally, the ARS 540's enhanced ability to deliver high-resolution details for object identification allows it to handle complex driving scenarios even in unfavorable light and weather conditions and at higher speeds. Continental received the third award for its partnership with Sennheiser, delivering a sound experience that blurs the boundaries between reality and playback. The joint solution offers a scalable and adaptive sound system that supports the evolution of mobility towards an ever more user-experience-oriented future. Continental's Ac2ated Sound removes conventional speakers from the vehicle and replaces them with small and lightweight actuators that energize surfaces. The newly added headrest audio function provides a unique experience of individualized listening zones with fully invisible integration. Sennheiser's Amebo Mobility uses 3D audio technology to create a natural sound experience in the car.

Daimler has already presented its MBUX Hyperscreen for the Mercedes-Benz EQS. The glass component contains three screens – including a separate display for the front passenger, allowing them to fully utilize all infotainment options.

FCA also uses CES again for software and hardware: The focus is on the new onboard system Uconnect 5, which will debut in the electric Fiat 500 and the new Jeep Grand Cherokee. Additionally, there will be so-called Science Labs where one can experience a wind tunnel and vibration test stand, as well as exhibitions on a driving simulator and electrification systems.  

GM is presenting a completely new logo for the fifth time in the brand's history, which aims to visually underscore the transition to a new digital and electric future. On the hardware side, this is supported by the new EV platform, which will soon host numerous new models. The accompanying campaign is called "everybody's in" – everyone is involved.

The US supplier Harman, which is part of the Samsung Group, is introducing a gaming console for the car, intended to replace mobile phone gaming during longer trips. Additionally, there is a speaker system – developed with the German supplier Grammer – that unfolds from the headrests to offer a voluminous sound experience. This is meant to provide variety in traffic jams with so-called "Drive-Live Concerts" or gaming experiences. The former is for all passengers, the latter primarily for rear-seat passengers.

Schaeffler is once again presenting its drive-by-wire system: The technology is considered a key element for autonomous driving, which is also intended for use on racetracks. The technology is set to be used in all racing cars participating in the Indy Autonomous Challenge planned for October.

Sono Motors will be showing its production-ready version of the Sion electric car for the first time, which aims to generate additional range with its solar panels.

Last but not least, ZF is also represented at CES again: This time with so-called "middleware." It is a program that serves as a link between a car's operating system and the various software applications within the vehicle. The new middleware aims to make digital communication within the vehicle faster, simpler, and more secure, and it is expected to be available in 2024. With this, ZF is taking the next step in software development after creating its own chips. The new middleware is expected to go into series production by 2024.

What does this mean?

CES has hardly lost any of its appeal in 2021 and once again brings together all the heavyweights and suppliers from the automotive sector at the start of the new year. It will be exciting to see the feedback from virtual visitors to the fair.