Werbung
Werbung

CES 2025: Less of a Car Show, Even More of a Tech Exhibition, AI on the Rise

Artificial Desert Intelligence: Hardly any booth at the Consumer Electronic Show 2025 doesn't advertise the trending topic of AI on flashing displays. But what genuine automotive innovations does the most important tech fair of the year have to offer? The auto hype seems to be over.

Geely subsidiary Zeekr presented its new models. | Photo: press-inform
Geely subsidiary Zeekr presented its new models. | Photo: press-inform
Werbung
Werbung

The groundbreaking innovations, the big stars, and spectacular shows – when it comes to automobiles, these are largely missing at the CES in Las Vegas. BMW showcases its new display and control concept of the Panoramic iDrive, whose operating system, Operating System X, is ultimately perhaps more important than the departure from rotary/push dials and round instruments behind the sturdy three-spoke steering wheel. Sony and Honda are solidifying their cooperation with the aerodynamically efficient Afeela 1, and Schaeffler is unleashing its humanoid robots on customers from the tech industry.

The displays are getting bigger, the processes faster, and not only Nvidia's new superchips are delivering unprecedented computing power on four wheels, while the topic of artificial intelligence dominates almost everything in the Nevada desert. "Artificial intelligence is an innovation booster and can change the industry worldwide," says Dr. Tanja Rückert, member of the board of management and CDO of Bosch.

Just Supporting Roles for the Auto Industry

The auto industry remains just a supporting player at the year's most important tech event. Gigantic image structures like at motor shows of past times, multi-million dollar keynote events, or automotive leaps into the future – all of this is missing at the CES more than in previous years. Major innovations tend to occur on a smaller scale. Among the Tier-2 and Tier-3 suppliers, away from the big spotlight, there are fine programming, ingenious ideas, and a founding spirit that can shine. Yet, what will manage to leap onto the grand international stage of the auto and mobility scene seems more uncertain than ever.

Networking Hub with Oddities

The CES remains a colorful networking hub, a sometimes wild panorama of oddities between vague ideas and bold promises. The major showcases come from Asia, mostly from China. "There are always a lot of Asians here at the CES in January," laughs Fernanda, a waitress from one of the breakfast restaurants on the legendary Las Vegas Strip, "they always leave such little tip. What kind of event is CES anyway – something with film?" Almost. You can marvel at it in new Mercedes models from the summer: with the entertainment service RIDEVU.

In Las Vegas, the Consumer Electronic Show is not really a major event as a four-day trade fair with about 130,000 visitors. The major sporting events attract more attention in the gambler’s paradise and when the fun-seeking party people invade the desert city on the weekend, nobody remembers the CES and its significance.

High Mass of the Tech Industry

In the tech scene, it's a completely different story. The CES, with its enterprising organizer Gary Shapiro, has established itself against all other events in Asia, Europe, and the USA. Anyone who wants to be notable among tech enthusiasts must either bask in the light of LED spotlights or actively network. The auto scene is no exception, even though this year the major news is missing. European OEMs are hard to find – especially major German companies.

Car Manufacturers Bake Small Rolls

Even the big stars of past shows like Hyundai, Kia, General Motors, Ford, or automotive startups – most are taking a break, which is unlikely to be due to overly excessive cost-covering measures. Even among Chinese automobile manufacturers, hardly any brand is making a splash in the gambler’s city, and the innovations from Xpeng, Zeekr, or Great Wall are not major news. The significant advancements in driver assistance systems are absent despite new cameras, impressive sensor technology, and lightning-fast processors – partly because component prices are not falling and regulations are stalling. Challenging times for market leaders like Waymo, Mobileye, or autonomous people movers like Zoox or Suzuki Glydways.

The Mobile Transformation Stumbles

The reasons for hesitation in the automotive industry are varied. The major trend towards electromobility is stalling, stumbling, and limping – more so than ever in the United States. As a result, some innovations in battery and charging technology are going unnoticed in the bustling exhibition halls. Brake by Wire, natural voice operation, or innovative display technology like that of BMW or Hyundai – yet the big leap forward is hardly visible at the CES of the year 2025. This time, it is more of an industry meeting, an exchange of opinions, and a platform from which many companies are sending their top management on a stage tour through the USA. After all, Silicon Valley, Austin, or Phoenix are just around the corner before heading back to Europe.

Stefan Grundhoff; press-inform

Translated automatically from German.
Werbung

Branchenguide

Werbung