Automakers show off stylish tech at CES as industry preps for change

Automakers showcased cutting-edge in-vehicle technologies at CES in Las Vegas this week, highlighting innovations aimed at enhancing safety, comfort, and entertainment.

Driving the news: From panoramic displays to AI voice agents, brands are doubling down in an effort to make cars more comfortable, more luxurious and more efficient.

• Hyundai debuted a full-windshield holographic display, which projects driving data, safety alerts, and entertainment options. The system tailors visuals to passengers but keeps the drivers’ line of sight free to prevent distractions.

• BMW’s Panoramic iDrive and Operating System X will hit new models this year, offering personalized displays with minimal redundancy to reduce distractions.

• Sony Honda Mobility revealed the Afeela 1, an upcoming luxury EV that promises interactive AI voice capabilities and a panoramic screen, with direct-to-consumer deliveries set for mid-2026

• Chinese automakers were also present at CES this year, bringing unique innovations along with them. XPeng, for instance, showcased its XPEV AeroHT Land Aircraft Carrier, a six-wheel mobile launch pad for electric aircraft.

Zooming in: However, amidst the excitement of new tech, there is also an air of uncertainty as the industry looks forward to the new year.

• While EVs were featured prominently at CES, incentives and tax credits that have propped up sales are likely to disappear in the coming months.

• That might not affect the luxury models shown at the tech-focused Las Vegas trade show, which wouldn’t have qualified for credits in the first place, but it is encouraging automakers to redirect their efforts to ICE and hybrid alternatives.

• At the same time, competition with Chinese EV makers is also becoming more difficult, forcing companies to continue investing in electric mobility just to retain market share.

• Automakers and their suppliers are also concerned about tariffs, which President-elect Donald Trump has threatened to implement on a global scale. These, along with retaliatory tariffs, could boost the cost of goods and disrupt manufacturing plans.

Bottom line: While the CES show highlighted the next wave of automotive tech, companies are quietly preparing for a change in leadership behind the scenes.

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