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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