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Mercedes Getting “Hyper-Personal’ at CES 2024

by | December 15, 2023

More than 500 automakers, auto suppliers and other “mobility” manufacturers will be on hand for this year’s Consumer Electronics Show, including Mercedes-Benz. The German luxury brand plans to introduce a “hyper-personalized” version of its MBUX infotainment system, using AI to deliver a more “natural, human-like interaction.” Headlight.News looks at what Mercedes, BMW, Honda and other automakers have in store for CES 2024.

Honda CES 2024 teaser

Honda teased the new “series” of EVs it will reveal at CES 2024.

Artificial intelligence is generating plenty of buzz as 2023 draws to a close, and you can expect to it find more and more uses in the new year, starting with new automobiles from Mercedes-Benz. The automaker already offers an Alexa-like personal assistant, the MBUX system, an it promises that the next-generation technology it will start rolling out next year will deliver an ever more “hyper-personalized” experience thanks to the power of AI.

“Mercedes-Benz is reinventing the digital passenger experience by leveraging AI to offer human-like interaction with the intelligent MBUX Virtual Assistant,” said CEO Ola Källenius. “It includes empathetic characteristics that sync with your driving style and mood. Paired with our in-house MB.OS architecture, this approach will define the future of digital luxury.”

CES to bring plenty of cutting-edge automotive tech

We’ll get a first look at the new Mercedes technology on Tuesday, January 9, 2024 in the West Hall at the Las Vegas Convention Center. Traditional the Consumer Electronics Show has focused on goods like TVs, audio systems, smartphones and digital cameras. But the auto industry will be a major force at CES 2024, taking over the convention center’s 330,000 square-foot West Hall and spilling over into space set up all across Sin City

Chevrolet Bolt EV and EUV

Chevrolet introduced its Bolt EV at CES seven years ago.

“Over 500 companies this year have checked the box for ‘vehicle technology,’” said Gary Shapiro, the CEO of the Consumer Technology Association, which sponsors the annual trade show.

In recent years, automakers have started using CES much as they once did traditional auto shows, rolling out a variety of new production and concept vehicles, as well as next-generation technologies. Mercedes has rolled out several show cars, including its hyper-miling EQXX, as well as the original version of its MBUX system. BMW previously revealed its i Vision Dee, part of its next-gen EV technology. Hyundai has not only shown future vehicles but the drone-like flying cab it’s developing.

What’s in store for ‘24

Somewhat surprisingly, Detroit’s Big Three automakers are sitting out CES this year. General Motors had made some major announcements over the years, including the global reveal of its first long-range EV, the Chevrolet Bolt. Stellantis originally was on the docket but decided to pull out when it was hit by a strike by the United Auto Workers Union in September.

Still, major automakers will have plenty to show and tell at CES 2024

BMW i Vision Dee - with Paul

The author with BMW’s i Vision Dee.

BMW hasn’t yet said what it’s bringing this year, but is hinting it will have some big news. It very well may show the latest version of its i Vision Dee in the Neue Klasse concept that serves as the prototype for its future EV designs.

Mercedes will show its next-gen MBUX and, if past is prologue likely will have some other surprises in store.

And Honda said it will “showcase (a new) global EV series…and several key technologies that illustrate the significant transformation Honda is currently undergoing.”

More CES and technology news


Suppliers step up

CES 2024 Logo

CES 2024 debuts on January 9, 2024. It’s not open to the general public. But many reveals and events will be streamed online.

Scores of familiar auto parts and technology manufacturers will be on hand, including Continental, Magna and Altair. There’ll also be plenty of start-ups, as well as tech companies hoping to enter the competitive automotive market – most focusing on EVs and autonomous vehicles.

They’ll showcase a variety of new and newly updated technologies, everything from new radar and LiDAR sensors to next-generation manufacturing processes that could bring the sort of factory revolution the industry hasn’t seen in decades.

From the consumer perspective, CES 2024 could bring significant news in terms of advanced battery and charging technologies. That could mean breakthroughs offering longer range lower costs and quicker charging times.

CES 2024 will open up with a two-day media preview and then follow up with an official opening on January 9. It wraps up on the 12th. The show is not open to the general public but Shapiro said he expects at least 130,000 journalists and industry insiders to pay a visit this year, the best turnout since the pre-COVID gathering in January 2020.





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