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The Top 3 Automotive Technologies from CES 2024

The 2024 Consumer Electronics Show (CES) certainly lived up to hype as over 135,000 attendees interacted with all the latest eye-catching technological gadgets coming to their home—from the living room, to the kitchen, and especially the garage. The automotive industry showed back up in force with manufacturer leaders like Volkswagen and Hyundai to newcomers like Afeela and Supernal. Automotive suppliers also showcased their latest advancements, including announcements from Qualcomm, Continental, and BlackBerry QNX. While a few new concept vehicles were shown at the show, the biggest headlines centered around technology making its way into the cockpit.

The theme of CES 2024 was “All On” and highlighted how artificial intelligence (AI) is revolutionizing every industry, from healthcare to kitchen appliances. The automotive industry is also in the process of realizing the impact AI will have on the future of transportation. The focal area for AI implementation into automotive at the moment is centered on personalization of the vehicle. From face scanners to empathetic virtual assistants, these innovations promise to transform the way we drive (and maybe even ride) in the future.

A New Face for Smart Keys

Continental has announced the world’s first automotive facial recognition system to access entry and control vehicle features. The system is called “Face Authentication Display” and features a two-stage access control system based on biometric user recognition that uses special camera systems mounted externally on the vehicle’s B-pillar and invisibly behind the driver display console. The vehicle opens and starts up as soon as it detects a registered user thanks to biometric face authentication.

Source: Continental

According to the press release, “a camera with biometric authentication in the interior checks whether the person in the driver’s seat is authorized to start the vehicle. Other digital services, such as a payment function, also have this feature. The high-contrast and bright OLED display has been specially adapted so that the optical components can detect people through the pixels of the activated display. In addition, the sensors integrated into the system include the functionality of reliable attention and fatigue detection.”

The ability for someone to just walk up to their vehicle, get in, and start driving simply by using their face is a massive step forward for personalization efforts. This process started with smart key fobs in the 1990s and took another step with cell phones over the last five years. The Face Authentication Display could be the next leap forward in simplifying and personalizing the car key going forward. These new sensors will rely on a complex in-vehicle network (IVN) to ensure proper operation—a network that must be robust yet dynamic to the integration of these more advanced technologies.

EV Life for Everyone, from Kia

Kia revealed its plans to cater to the business customer looking for a more user-focused electric vehicle (EV). Called the Platform Beyond Vehicle (PBV), this range of vehicles leverages a modular approach to design that caters to a specific operator’s needs. Whether it is a cargo van, pickup truck, or compact hatchback, Kia’s PBV is intended to be a total mobility solution that combines fit-for-purpose EVs with advanced software solutions based on the Hyundai Motor Group’s software-to-everything, or SDx, strategy.

A group of white and black vans Description automatically generated Source: Kia Motors

The PBV plan is expected to roll out in three phases. Phase one is focused on options optimized for major business vehicle operators like ride hailing, package delivery, and utilities. Phase two will see the completion of the PBV model line-up, with the vehicles evolving into AI-based mobility platforms that use data to interact with users and help keep vehicles updated. Phase three will be more flexible as the mobility ecosystem evolves, focusing on customizable solutions for mobility user needs.

This idea to leverage flexible vehicle architectures along with integrated software solutions could cater to a far broader range of customers—both businesses and individuals alike. It is another reminder that the biology of the vehicle is becoming more software-driven than hardware-driven. This transition requires more up-front validation and testing to ensure technologies perform as intended and meet customers’ expectations.

How Are You Feeling Today?

Mercedes-Benz showcased its latest MBUX Virtual Assistant at CES 2024 with its most human-like interface yet. It is built on the latest Mercedes-Benz-developed operating system, MB.OS, and incorporates generative AI technology to identify and interact with drivers using four different emotions: Natural, Predictive, Personal and Empathetic. Mercedes-Benz is also upping its in-car audio entertainment with a collaboration with Audible and Amazon Music.

A close up of a dashboard Description automatically generated Source: Mercedes-Benz

Per Mercedes-Benz, “the MBUX Virtual Assistant is in tune with customer needs and uses generative AI and proactive intelligence to make life easy, convenient and comfortable. Also leveraging the power of MB.OS as well as advanced 3D game-engine graphics is MBUX Surround Navigation, which seamlessly marries route guidance and assistance. Meanwhile, Mercedes-Benz is bringing even more productivity, convenience and personalization into the car with the ongoing expansion of its app portfolio.”

The first implementation of this technology will be seen in the upcoming CLA Class, which was also unveiled at CES 2024. This EV includes the latest battery technology in an 800-volt architecture and can handle 300+ kW DC charging, giving it 248 miles (400 km) of range in 15 minutes. Prepare to jam out to the latest hits or chill after a long hard day, whichever your virtual assistant thinks best.

The Future Drive is Personalized to You

AI is clearly in its early stages of implementation in the automotive industry, but it has the potential to revolutionize the way we travel. For now, it is going to help consumers get into their car and pick the songs it thinks they want to hear along their drive, but this is one technology to certainly keep an eye on every year at CES as it gets further integrated into the vehicle.

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