Insight fromCity Council: Lessons Learned on Future Automotive Tech Direction at CES 2025
At this year's CES, I was amazed by the revolution unfolding in the automotive sector. Over the past decade, CES has emerged as a significant hub for automotive innovation, and 2025 was no exception. Swarming with top global OEMs, tier-1s, software, and hardware companies, the event showcased next-generation applications and microelectronics.
There were three trends that truly left an impression:
Software-Defined Vehicles (SDVs) Are Here To Stay
SDVs, the harmonious marriage of hardware and software in vehicles, took center stage at CES 2025. With potential benefits such as reliable autonomy, over-the-air updates, immersive infotainment, and more, SDVs are no longer the future – they're the now.
Garmin's Unified Cabin 2025, named an Innovation Award Honoree, represents a digital cockpit experience that's truly come of age. Meanwhile, Honda announced its ASIMO Operating System software platform for 2026-launched 0 Series electric vehicles.
However, like any burgeoning technology, SDVs raise critical questions. In a panel, Infineon Technologies' Peter Schiefer discussed the importance of microelectronic dependability and cybersecurity, while Mercedes-Benz AG's Magnus Oestberg highlighted the disparities between digital-native and older drivers' expectations.
Generative AI Integration
AI permeated CES 2025, and the automotive sector was not left behind. Generative AI, a cutting-edge tool, can significantly impact autonomy and location mapping in vehicles.
TechCrunch highlighted the interplay of generative AI and automotive, acknowledging the buzz in Washington. BMW's integration of Amazon’s Alexa and large language models in an upcoming sedan and Qualcomm's GenAI integration are prime examples. But, challenges do surface – for instance, massive data and power demands.
Industrial And Agricultural Upgrades
It was clear that advancements in autonomy and technology won't be limited to passenger vehicles. Off-highway vehicles from companies like John Deere and Kubota showcased their autonomous capabilities and integration of data, AI, automation, and electrification.
As CES evolves, we'll witness a deeper embrace of zonal architecture, low-latency, high-bandwidth networks, and in-vehicle networking designs. Modern vehicles are data intensive, so the demand for energy-efficient, simple, and high-performing networks inevitably grows.
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- Ramin Shirani, an influential figure in the automotive industry, participated in a panel discussion at CES 2025, emphasizing the importance of microelectronic dependability and cybersecurity in the context of Software-Defined Vehicles (SDVs).
- In the realm of automotive innovation at CES 2025, generative AI was integrated into vehicles by major brands like BMW and Qualcomm, with BMW's new sedan utilizing Amazon’s Alexa and large language models.
- The future of automotive technology extends beyond passenger vehicles, as demonstrated at CES 2025 by companies like John Deere and Kubota, showcasing autonomous capabilities and AI integration in their off-highway vehicles.
