Automotive Insights From CES 2020
CES has served as the proving ground for innovators and breakthrough technologies for 50 years — the global stage where next-generation innovations are introduced to the marketplace.
Thought leaders from Autodata Solutions made their way to the show to participate in a provocative discussion hosted by Automotive News on the use of digital data to enhance the consumer experience in the automotive marketplace. Thanks to Alexi Venneri from Digital Air Strike, Diana Lee from Constellation Agency, David Boice from TeamVelocity, Brian Benstock from Paragon Honda/Acura, Amanda Saunders from NVIDIA, Ryon Haness from Google and David Kain from Kain Automotive for participating on the panel with us.
After the discussion, members of our digital team stuck around for the technology demonstrations, especially for those related to the automotive world.
Representing the automotive industry, nine leading manufacturers, including Audi, BMW, Daimler (Mercedes), FCA, Ford, Honda, Hyundai, Nissan and Toyota, and more than 150 vehicle tech exhibitors unveiled the latest in connected cars, self-driving vehicles and concept cars. Products included the Mercedes Vision AVTR concept car, Audi’s AI:ME and the Sony Vision S.
The key theme of the show was connectivity, with new products that promise to bring people and entire cities closer together, virtually as well as physically. However, our team noticed a dichotomy in terms of future trends. Here are a couple of their takeaways:
Greater Privacy vs. Personalized Experiences
While Apple, Facebook and Google focused on privacy, other companies concentrated on personalization.
Privacy has become a central issue at CES after years of backlash against tech giants on the sharing of people’s personal data. Companies not feeling this pressure presented technology on the other end of the spectrum.
Audi exhibited a prototype of its “empathetic” car. The car knows its user’s habits and uses artificial intelligence to increase safety, wellbeing and comfort.
The self-learning navigation system connects them with the date, time and current traffic situation, and derives suggested routes from this data. In the future, the car will conduct a precise analysis as to the functions and settings that its user prefers, ranging from the seat position, media, route guidance and temperature to the fragrancing of the interior.
Also, Delta Airlines, the first airline to keynote at CES, showcased a technology for customers who are willing to give up a bit of their privacy by agreeing to interact with facial recognition technology. In exchange, travelers are promised smoother travel processes with screens that show flight and baggage information personalized to each passenger throughout their journey. This technology, which uses cameras and location technology to track passengers, could potentially be used in countless other industries.
Urbanization vs. Suburban Mobility
Toyota’s Woven City debut was juxtaposed against the handling of future mobility solutions.
Woven City is a fully connected ecosystem powered by hydrogen fuel cells to be built at the base of Mt. Fuji in Japan. This “living laboratory” will include full time residents and researchers who will test and develop technologies such as autonomy, robotics, personal mobility and smart homes in a real-world environment.
The goal is to test new technologies in an isolated setting and eventually replicate the “Woven City” model around the world. Instead of building a city that relies on personal car ownership, this design allows for a lesser need of personal vehicles, or even mass transportation.
In contrast, Hyundai’s collaboration with Uber promoted the use of dronelike flying cars. The company demonstrated potential solutions for navigating traffic in urban sprawl and relieving crowded ground transportation infrastructure. Products such as Hyundai’s S-A1 assume that cities will continue to expand outward instead of inward like Toyota’s design.
More from CES
As the automotive industry changes and take cues from consumer need, you can bet that automobile manufacturers will remain on the forefront of technology. As these changes take place, Autodata Solutions is committed to providing truly comprehensive data and deep insights from the OEM, dealer and consumer channels to create detailed models of customer experience and demand. We can only guess what we’ll see at CES 2021 next January.