Why are automobile companies trying to steal the limelight at CES 2022?


The annual trade show or simply CES 2022 saw some unique innovations this year. Although some large companies favored in-person attendance, some impressive products were displayed on the stage of the Las Vegas Convention Center. From powerful gaming machines (laptops), impressive TVs to simple yet useful gadgets, consumers can expect many exciting launches this year.

While some gadgets were presented in Vegas in physical form, others were displayed virtually. Like every year, the trade show gave us a glimpse into the future in the tech world. What was the automaker’s entry into this impressive tech phenomenon, with most of the announcements indicating a move towards the virtual space. As most tech majors pulled out of the event, automakers tried to fill the gap and steal the limelight at CES 2022.

The largest electric and tech trade show was attended by dozens (if not thousands) of exhibitors, but the automotive industry’s extraordinary creations and performances shifted attention away from traditional coverage. However, automakers made a safe move and unveiled autonomous and electric vehicles for the so-called hybrid strategy, a mix of technology and gear. If you’ve been living under a rock for the past few days, here’s a roundup of what the auto giant did at the dedicated tech show.

BMW’s color-changing concept that has us scratching our heads

The Bavarian auto maker made the humble announcement at last year’s CES—its plans to “move driver-vehicle interaction into a new digital and intelligent era.” While the initiative was celebrated as a paradigm shift in the interaction between driver and vehicle, BMW this time went beyond the traditional rundown. The automaker showcased the BMW Flow Electric SUV Concept that changes color at the press of a button, from white to grey/black within a snap. The color-changing car undoubtedly drew audiences to the concept, but it turned heads from appreciating dedicated tech announcements, for example, Samsung’s venture into the NXT space.

Image: BMW via Gizmodo

GM’s big announcement on the Chevrolet Silverado EV

GM’s major announcement at CES 2022 was the 2024 Chevrolet Silverado EV (pick-up truck) that leverages the power of the in-house Altium platform. The upcoming GM EV’s “estimated 400-mile range on a full charge, with 10.2 kW of offboard power,” forced us to take a closer look at the dazzling vehicle, but many missed the first exposure from consumer electronics companies like TCL The foldable phone concept or Alienware’s tri-mode wireless gaming headset launch. Talking about foldable technology, mainstream brands like Asus or Samsung managed to grab headlines with their new products Asus ZenBook 17 Fold OLED (the world’s first foldable laptop) and Samsung Flex Note (which is a prototype).

Image Source: Motor1

Hyundai’s robot show that turned a blind eye for obvious reasons

Hyundai is another automaker that made headlines at this year’s CES by introducing a ‘metamobility’ strategy, where robots ‘enhance the capabilities of humanity’. With Boston Dynamics the brand unveiled a shared vision in both the real world and the metaverse. The ‘Mobility of Things’ is claimed to power a slew of objects, from bookshelves to autonomous passenger pods. While it sounds like fun, it depends on how it will shape up in real life. Speaking of practicality, we would love to invest our time on the HyperX Cloud Alpha Wireless Headset which is the world’s first to deliver up to 300 hours of gaming on a single charge, that’s HUGE!

Mercedes Benz Vision EQXX Concept Car

The German luxury automaker also had good luck. The brand unveiled the Mercedes Vision EQXX concept car during its virtual CES 2022 keynote, which is claimed to offer a range of 1,000 km on a single charge. The company claims that it is close to being ready for production, but it is still a concept and we may have to wait for more than a year to see a solid product.

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(Image: Mercedes Benz)

Finally, the renowned American brand owned by Stellanis, Chrysler took to the stage to preview its Airflow concept crossover SUV. The concept car features Stelantis’ “STLA Autodrive” Advanced Driver Assist System (ADAS) that enables Level 3 autonomous driving capabilities. While Chrysler confirms its plans for a full electric lineup, production is taking place sometime before 2025. It’s a bold move, but we’d prefer to stick to products that we can easily find on the shelves.

How big technology got swept up and added EVs to its repertoire

Like we said, this year the spotlight was somehow taken away from tech companies by the automotive industry. Automakers Prioritize Las Vegas Show Becomes ‘Best Auto Show in Years’ It went to such an extent that major tech companies dipped their toes in the EV space. Sony announced Sony Mobility Inc., and even showcased two electric car prototypes. The group demonstrated the ‘Vision-S02’, an SUV concept that uses an EV/cloud platform as the prototype Vision-S01 tested on public roads.

Google’s parent company Alphabet also made announcements around Android Automotive (the infotainment operating system), including third-party app integration and the introduction of YouTube to Volvo vehicles. CES is undoubtedly a major platform that companies use to claim their products that display the ‘spirit of innovation’. But this year, the show has shifted from hard-core tech to an organic (though futuristic) car show. As reports suggest that ‘the line between automotive and consumer technology is blurring every day,’ and there’s no denying it, but we would have been more excited to embrace these innovations at an auto show (oh Wait, GMS got canceled for the second time), instead of the technical exhibitors’ schedule.

Post Why are automobile companies trying to steal the limelight at CES 2022? Appeared first on BGR India.

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