The future of automotive supremacy won’t depend on horsepower or mechanical specs. Instead, car companies are focused on software, which is becoming the key determinant of future success. While high-quality interactions with setups like Apple CarPlay and Android Auto satisfy drivers today, automakers have expansive plans for future in-car experiences.
A noticeable shift in focus is Mercedes-Benz’s latest announcements at CES 2024. Addressing advancements, especially in software-driven features, that are arriving imminently in their cars.
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Mercedes revealed several technologies coming to its EVs and internal combustion cars, including a futuristic virtual assistant with advanced AI; expansions into in-car gaming; a sneak peek at its comprehensive suite, MB.OS; debut of a future electric sedan and Tesla Model 3 competitor in North America; and a unique sound system co-developed with musician will.i.am that “allows music to react to how the car is being driven.”
In-Car Software and AI Take Center Stage
Mercedes is taking a step ahead in the automotive industry by introducing MB.OS, an AI-powered assistant that can provide an intuitive and personalized experience for drivers. Powered by ChatGPT, this intelligent system can engage users in a dialogue and offer empathetic responses based on the driver’s moods.
Surround Navigation: A New Dimension
The MBUX Surround Navigation provides a 3D visualization of the car’s surroundings and helps the driver navigate urban environments by superimposing potential hazards onto the route guidance. All this sensor data collected by the car forms a virtual representation that gives drivers greater situational awareness.
Expanded In-Car Entertainment
Mercedes looks to enrich the in-car experience with the native access to a variety of services such as Audible, Amazon Music, and Antstream Arcade for retro cloud-based gaming.
A Glimpse of the Future
The Mercedes Concept CLA Class, set to debut in North America, will be the first model to feature MB.OS. It represents a cohesive transformation for Mercedes, offering a level of features and personalization that was previously unachievable.
All in all, we can expect an exciting line-up of technologies from Mercedes as CES unfolds this week.