Global automakers painted the near future of the mobility sector at CES 2023 by introducing new vehicles and technologies nearing mass production.

At CES 2023, held from January 5 to 8 Las Vegas time, many automakers, including Mercedes-Benz, BMW, and Stellantis (excluding Hyundai Motor), unveiled their respective innovative technologies and visions emphasizing 'user experience'.

The technology announced by most companies is not technology of the distant future.

The technologies introduced at CES 2023 are being developed and applied with the goal of commercialization within 2026.

▲ The ID.7 vehicle unveiled by Volkswagen at CES 2023 (Photo credit: Volkswagen)

Volkswagen unveiled the ID.7, which is scheduled for release next year.

The ID.7 is built on Volkswagen's dedicated electric vehicle platform, MEB (Modular E-Antriebs Bauskasten, Modular Electric Drive Matrix), and has a driving range of up to 700 km.

At CES, electricThe sight of the car body wrapped in digital camouflage was impressive, and the system that changes the light emitted according to the sound also caught the eye.

Volkswagen's innovative technology showcased at this exhibition was its climate control system.

▲ Volkswagen ID.7 interior (Photo source: Volkswagen)

It recognizes the smart key to check the outside temperature before boarding and activates the air conditioner or heater; if you say your hands are cold, the heated steering wheel activates and the heater turns on in the direction of your hands.

One can get a glimpse of Volkswagen's vision emphasizing user experience by featuring individual systems that operate more coolly on sunny sides and relatively weaker on less sunny sides.

Volkswagen stated, “The ID.7 model is the second model to utilize the MEB platform,” adding that “mass production will begin in 2023, and it will be launched starting in China, Europe, and North America.”

Mercedes-Benz (hereinafter Benz) unveiled the electric vehicle VISION EQXX at CES 2023 He put them at the forefront.

The VISION EQXX consumes only 8.3kW to travel 100km and boasts an efficiency of 1,200km on a single charge.

Mercedes-Benz is also ramping up its investment and strategy for the North American market.

Mercedes-Benz CTO Markus Schäfer announced that electric vehicle charging stations would be installed in Europe and China, starting with North America in 2023, and declared that 2,500 chargers at 400 locations would be installed across the continent in North America by 2027.

In addition, Mercedes-Benz’s automatic lane change system will be available in North America starting in 2023, and in Nevada and California, it will be possible to perform SAE standard Level 3 conditional autonomous driving at speeds of 60 km/h.

Mercedes-Benz has enhanced the in-car experience by forming partnerships with Dolby Atmos, Apple Music, and others, and plans to provide infotainment optimized for Mercedes-Benz vehicles in North America through a partnership with ZYNC.

Stellantis exhibited RAM's electric pickup truck concept car and Peugeot's concept car, among others.

RAM's electric pickup truck concept car, the 'RAM 1500 Revolution', can travel 800 km on a single charge with a battery capacity of 100 kWh.

This model is built on Stellantis' STLA Frame EV platform and features an intelligent safety system and is small but It is characterized by being equipped with a powerful electric motor.

Digital side mirrors are installed on the exterior, 28-inch dual full touch screens are installed on the interior, and a smart backup camera is installed on the rearview mirror to provide a 360-degree view.

Peugeot unveiled the Inception concept car, equipped with Peugeot's Hypersquare, which incorporates the latest innovative technology.

HyperSquare is a 2026 steering technology that can maximize the driver's user experience using only touch and voice.

In her keynote speech, Peugeot CEO Linda Jackson called HyperSquare “a technology that will bring the next generation of user experience.”

He went on to emphasize the user experience, stating, “A car is not merely a means of getting from A to B, but a space for meeting, creation, and relaxation,” adding, “If you want, you can also drive.”
Accordingly, when Inception's autonomous driving mode is set, the HyperSquare retracts, and the display takes its place, allowing for work and rest.

Inception features the next-generation UX 'Peugeot I-Cockpit', and is designed to provide enjoyment while driving and riding, with the steering wheel, HUD, and screen also upgraded.

They also didn't leave out a mention of eco-friendliness.

CEO Linda Jackson also announced the goal to reduce the carbon footprint by more than 50% by 2030 and achieve net-zero by 2038.

Sweden's Polestar showcased a driver monitoring system, emphasizing the fundamentals of safety in automobiles.

Technology from Smart Eye, an AI company from the same country, is responsible for the Driver Monitoring System (DMS) in Polestar vehicles.

Two cameras are installed inside the Polestar 3, and software analyzes the driver's head or eyebrow movements; if drowsy driving is detected, it sends a warning sound and, in severe cases, even activates an emergency stop.

In addition, Audi exhibited a VR in-car entertainment system that allows users to play VR games inside the vehicle, and Sony Honda Mobility unveiled the electric vehicle Afeela, equipped with a Level 3 autonomous driving system and the PlayStation 5, which is scheduled for release in 2025.
BMW also unveiled its 2025 concept car.

BMW introduced Dee, developed with a focus on creating a deep bond between people and cars.

In his keynote speech, BMW Chairman Oliver Zipse explained, “Digital automotive leadership stems from the ‘user experience,’ and it is important to make the time spent with the car on the road a happy one.”

For an article about BMW, please refer to the article “BMW Changes Color According to Mood and Weather.”

Meanwhile, the Korea Automotive Research Institute conveyed the reality and concerns in Industry Trends Vol. 109, stating, “Many companies are still focusing on mobility issues to secure new growth engines, but are approaching them in a more practical way to counter the economic slowdown,” and added, “While the organizers are concerned that CES is turning into a showcase for mass-production models by automakers, many companies are maximizing marketing effects by unveiling concept cars that are virtually close to mass-production models.”