CES 2025: Car Innovation Behind the Scenes
3 min Read
Key Points: At the CES 2025 in Las Vegas, automotive innovations played a more behind-the-scenes role. AI assistants, software-defined vehicles, and autonomous driving dominated discussions, while classic concept cars were less prominent.
While the CES has always been a showcase for automobiles in recent years, this time only a handful of major brands made the trip to Las Vegas. The two largest are BMW and Honda.
The already imposed and looming import tariffs have primarily deterred Chinese automakers from exhibiting at CES 2025. But it’s not just them; European manufacturers were also notably absent this time. Only BMW stood out among European brands with its new “Panoramic iDrive” cockpit, which spans the entire width of the dashboard below the windshield.
Full Force: BMW Panoramic iDrive
The widened digital cockpit not only displays the speedometer but can also be freely configured and personalized. Furthermore, it includes a head-up display (HUD) for navigation and driving instructions, which BMW has been offering under the name “Panoramic Vision” for some time. The name of the operating system OS X causes some confusion, as although BMW collaborates well with Apple and has no reservations, it is not iOS but Android software, specifically the Android Open Source Project (AOSP).
Other innovations from the old world were more behind the scenes, as Business Insider puts it. The magazine cites an example of Volkswagen partnering with Mobileye to launch the fully autonomous ridesharing service of its subsidiary Moia in Hamburg at CES 2025. If all goes according to plan, around 10,000 vehicles will be available in the Hanseatic city and its surroundings by 2030.
Honda and Sony’s Afeela 1
The Japanese manufacturer Honda unveiled two further developed, highly futuristic prototypes at CES: an SUV and a sedan. According to Autobild, these models are set to define the look of the new electric vehicle labels of the “0 Series.” The sedan, dubbed the Saloon, also boasts a sporty appearance and maximizes space with an extremely flat battery. This is evident in the cockpit, which, like in a BMW or a helicopter, spans the entire front.
Honda, in collaboration with Sony, also introduced the new Afeela 1. The two Japanese companies plan to produce this vehicle in Ohio starting in 2025, likely to circumvent U.S. import tariffs. When deliveries begin in mid-2026, the fully electric car will start at around 90,000 dollars, with the Afeela 1 Signature priced at 102,900 dollars. This pricing strategy may make it challenging to compete, especially with rivals from China.
The numerous promised sensors, including LiDAR, and a three-year 5G subscription are unlikely to offset this disadvantage. Specialist magazines are therefore only moderately enthusiastic, especially since the promised range of 300 miles or 480 kilometers at these prices is not impressive.
Side Display and Full Surround View
“When are we finally there?” The endless cries from children on long car journeys could soon be a thing of the past. The German supplier Continental has developed a side window that can be completely darkened and used as a screen. The technology employed involves a miniature projector installed in the roof lining. Continental sees potential applications including advertising spaces and displaying the charge status of electric vehicles.
Suzuki made its debut at the CES in early January 2025, presenting an urban transportation system in the form of a glass minibus with Glydways. The Glydcar from startup Glydways drives fully autonomously and is set to transport up to four people to San Jose Airport in California.
According to Business Insider, tech companies like Mobileye, Nvidia, and Qualcomm primarily showcased innovations in mobility. “Manufacturers are delivering little more than the shell for the rolling laptops of tech giants,” the magazine concluded in its review.
Image source: iStock / Jae Young Ju
“Widespread Level 5 autonomy is still at least a decade away, according to experts – regulatory and technical hurdles remain significant.”
Frequently Asked Questions
What were the automotive highlights of CES 2025?
Software-defined vehicles with over-the-air updates, AI-based driving assistants, new LiDAR sensors, and in-cabin experience solutions. Fewer physical concept cars, but more software demos and partnerships between tech firms and original equipment manufacturers.
Why do automakers exhibit at a tech show?
Cars are increasingly becoming rolling computers. CES is the ideal venue to showcase technology partnerships and reach tech-savvy suppliers and investors. Many innovations come from tech startups, not traditional automotive suppliers.
When will fully autonomous driving arrive?
Level 4 autonomy (driverless in defined areas) is already being tested in some cities. Widespread Level 5 autonomy is still at least a decade away, according to experts – regulatory and technical hurdles remain significant.
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