[CES 2024 Review] Tech-powered mobility innovation
CES 2024, the tech industry's global showcase, capped its Las
Vegas run with a buoyant closing after four days of innovation. CES 2024
offered a glimpse into a near future where AI (Artificial Intelligence)
permeates all industries. We delved into the key takeaways from this
transformative technology in the mobility field.
CES 2024
at a glance
■ CES 2024 in Numbers
Marking the 100th year of CTA (Consumer Technology Association),
the organizer of CES, it yielded remarkable and intriguing data reflecting a
century of innovation. CES drew various leading companies globally,
including the field of mobility, with Korea (850) ranking third behind the US
(1,148) and China (1,104) in participation. KG Mobility, which selected FESCARO
as the ‘Best Partner in technological innovation,’ also participated showing
wireless charging technology.
• 2.5+ million net square feet of exhibits, 15 percent bigger than
CES 2023
• 4300+ exhibitors, including 1400+ startups within Eureka Park
• 60% of Fortune 500 companies
• 135,000+ attendees, a record 40+ percent from 150 countries,
regions, and territories
• CES 2024 Innovation Awards program received 3000+ submissions, a
record high
■ All Together, All On
The theme of CES 2024 was “All Together, All On,” which means
solving problems by combining innovative technologies across all industrial
fields in a turbulent era where the boundaries between industries are
collapsing.
The five key themes were:
• Artificial intelligence (AI)
• Mobility
• Food & Agricultural Technology
• Health & Wellness Technology
• Sustainability & Human Security
The CTA has forecasted that artificial intelligence (AI) will be
the leading trend across all industries, with its related technologies expected
to be showcased in nearly every booth at the exhibition. Observations from
numerous esteemed academics and business leaders have echoed this sentiment,
underscoring the pervasive influence of AI. Notably, SK Group's Chairman, Chey
Tae-won, remarked, "Whether we welcome it or not, it appears we have
entered the era of AI." Additionally, the spotlight has turned to
'on-device AI,' a technology enabling AI models to operate directly on devices
such as smartphones and cars. Qualcomm's CEO, Cristiano Amon, hailed this
development, stating, "PCs equipped with on-device AI represent a
revolutionary step forward."
■ CES 2024 Keynotes
Keynote speech by HD Hyundai Vice Chairman Jeong Ki-sun / Source: CES
The keyword 'AI' also stood out in the CES keynote, symbolizing change
and innovation. It was also impressive that HD Hyundai's Vice Chairman Chung Ki-sun
made a successful debut as a keynote speaker three years after the company
participated in CES. You can check out the full keynote videos here to see what visions were
presented in various industries.
• Qualcomm CEO | Cristiano Amon : How to interact with our devices in the
age of AI
• Siemens CEO | Dr. Roland Busch : Technology that enables leading brands
to improve the way we live, work, move, and make
• HD HYUNDAI CEO | Chung Ki-sun : How comprehensive innovation in building
smart infrastructure will shape a more sustainable future
• Intel CEO | Pat Gelsinger : The role of silicon and software in making
AI more accessible
Mobility Companies
@ CES 2024
Unlike last year, which saw many automotive companies in attendance,
reminiscent of a motor show, this year witnessed a notable reduction in car
manufacturers showcasing actual vehicles and concept models. The spotlight was
on a few, including Mercedes-Benz, Vietnamese electric vehicle maker VinFast,
and Turkish electric vehicle brand TOGG. In contrast, the integration of
mobility technology with AI took center stage. The global automotive AI market
is expected to grow from $2.7 billion in 2023 to $27 billion in 2025.
Source: The Economist (The Business Research Company)
Let's explore the innovative technologies that leading mobility companies
showcased at CES, across various fields from mobilities (including vehicles and
electronics) to air mobility, construction, and agricultural machinery.
■ Automakers
1) Hyundai Motors
Emphasizing software and AI, the company envisions a user-centric,
AI-powered mobility ecosystem built on SDx technology, extending beyond SDV.
Source: Hyundai Motor Company
The company also unveiled the HTWO Grid solution, a strategic initiative
designed to hasten the shift towards a hydrogen-based society. The 'HTWO'
concept leverages the collective strengths and capabilities of the company's
affiliates, offering tailored packages that are finely tuned to meet customers'
diverse environmental conditions and demands throughout the entire hydrogen
lifecycle—from production, storage, and transportation to utilization.
2) KIA
The company introduced PBV (Purpose Built Vehicle) as its upcoming core
business, with a strategic vision to position itself as a frontrunner in the
evolving future mobility market through distinctive PBV offerings. It also
redefined the concept of PBV as a Platform Beyond Vehicle’.
Source: Kia
The innovation of PBV is set to reach its full potential with the ‘Easy
Swap’ and ‘Dynamic Hybrid’ technology. Easy Swap is a technology that enables
the seamless replacement of life modules to align with the consumers'
preferences and needs, while Dynamic Hybrid is a technology that adapts to
various customer requirements by adjusting size and height, and has the
potential to revolutionize small-scale production of multiple varieties. KIA
has partnered with Uber, a global ride-sharing service company, and agreed to
cooperate to develop and supply PBVs optimized for Uber mobility.
3) KG Mobility
The company unveiled the Torres EVX, featuring technology for commercializing
wireless charging platforms. KG Mobility revealed its collaboration with
WiTricity, an American wireless charging company, and WITS, a developer of
wireless power transmission and reception antenna modules, in the development
of wireless charging technology.
4) Mercedes-Benz
Mercedes-Benz unveiled the MBUX Virtual Assistant based on generative AI
and advanced software. This helps drivers communicate naturally through voice
assistance services and high-resolution graphics.
5) Volkswagen
The company unveiled the first vehicle to integrate ChatGPT into its IDA
voice assistant. It can control infotainment and navigation or answer simple
questions. To ensure information security, ChatGPT does not access vehicle
data, and questions and answers are deleted immediately.
6) BMW
The company has teamed up with tech startup XREAL to unveil its Augmented
Reality (AR) glasses. The AR glasses provide drivers with a variety of
information, including route guidance, hazard warnings, entertainment content,
charging station information, and parking assistance visualization, all
integrated into AR.
7) HONDA
The company introduced two concept cars, the ‘0 Series’ electric vehicles.
The interior rear seat is designed with two seats facing each other, considering
future autonomous driving.
■ Electronics Companies
1) Hyundai Mobis
Source: Hyundai Mobis
The company unveiled ‘MOBION’, a demonstration vehicle equipped with the
‘e-Corner System’. The e-Corner System is a technology that individually
controls the four wheels to enable crab driving, diagonal driving, and turning
in place.
2) Samsung Electronics
The company announced a collaboration with Tesla for ‘SmartThings Energy’.
This initiative aims to connect Samsung’s SmartThings to Tesla's solar panels,
Powerwall (home energy storage device), electric vehicles (EVs), etc. to
monitor the amount of power and easily control it through the app. Additionally,
Samsung Electronics has entered into a business agreement (MOU) with Hyundai
Motors and KIA Motors to foster a 'Home-to-Car and Car-to-Home' service
partnership.
3) LG Electronics
The company introduced the future mobility concept ‘LG αble’. Depending
on the passenger's condition and situation, it changes into a space where you
can relax like at home or work like an office, providing a unique experience.
It also collaborated with Magna, a global auto parts company, to develop
and unveil a standalone platform that integrates the In-Vehicle Infotainment
System (IVIS) and Advanced Driver Assistance System (ADAS).
4) LG Display
Source: LG Display
The company unveiled the 57-inch Pillar to Pillar (P2P) LCD, the world's
largest automotive display, which won the ‘CES 2024 Innovation Award’, and the
32-inch slideable OLED, the largest of the existing slideable panels. The
57-inch P2P LCD extends across the dashboard from the driver's seat to the
passenger's seat.
5) Continental
Source: Continental
The
company, together with Swarovski Mobility, presented a center display with a
crystal structure. This display is made of crystal and has a frameless, translucent
appearance that exudes minimalistic luxury.
6) U Power
The company introduced an electric car skateboard that only requires
designing a body on the board without developing an electric car. Olympian
Motors, an American electric vehicle startup, unveiled an electric vehicle
using this U-Power's skateboard.
■ Air Mobility,
Construction & Agricultural Machinery
1) Supernal
Source: Hyundai Motor Company
Supernal,
an independent entity under the Hyundai Motor Group focused on Advanced Air
Mobility (AAM), has revealed the physical model of their upcoming aircraft, the
'S-A2,' for the first time. Alongside this unveiling, they have announced their
strategic vision for constructing the future AAM ecosystem. The S-A2 represents
an eVTOL (electric vertical takeoff and landing aircraft) being developed by
Hyundai Motor Group, with plans for commercialization by 2028.
2) HD Hyundai
Under the theme of 'Xite Transformation,' the company demonstrated its
commitment to innovation to realize smart construction sites featuring unmanned
and autonomous construction equipment, digital twins, eco-friendliness, and
electrification. K-pop artist G-Dragon's appearance and VR experience with LG
Vice President Chung Ki-sun drew significant attention.
3) DOOSAN BOBCAT
The company unveiled an unmanned, electric articulated tractor that will
be used at future work sites. By incorporating AI, the equipment can detect
pre-designated obstacles as well as obstacles without information and can stop
work at its discretion if necessary.
CES
Innovation Awards - Mobility
Let's introduce the companies and products that have earned the
prestigious CES Innovation Awards in the mobility sector this year! We take
great pride that many of FESCARO's customers and partners have been honored
with these awards. Congratulations to all! (The full list of CES Innovation
Awards can be found here.)
Best of Innovation (Highest rated products
in all categories)
• Honda | Motocompacto : Ultra-compact
electric bike
• AUO | Interactive Transparent
Window : Transparent display integrated into side windows and controllers
• HL Mando | Parkie (Parking Robot) :
Autonomous robot valet parking solution
Honoree (Highest rated products in
each category)
• VinFast | MIRRORSENSE : AI-based
automatic mirror adjustment technology
• HL Klemove | Tire-Sync : Smart tire
sensors that provide road surface and tire condition information
• HD Hyundai | XiteSolution : Active
safety system that detects objects around the excavator
• LG Display | 57" Oxide Pillar
to Pillar LCD : The world's largest automotive LCD
• Motrex | InCabin XR BOX : XR
(AR/VR) platform for electric vehicles and L3/L4 autonomous vehicles
• Magna | ClearView™ Vision
System : Vehicle camera monitoring system
• Continental | Radar Vision Parking : Innovative
automated parking solution for SDVs
• Ambarella | Centrally
Processed 4D Imaging Radar Architecture : Centralized 4D imaging radar
architecture
• BANF | iSensor Real-time tire
profile for fleets and Avs : Tire sensor-based real-time analysis system for
tires and road conditions
• CP6 | ACAT (Automated-driving
Car Accident-analysis Tool) : Autonomous vehicle accident analysis system
• Hisense Visual Technology | Vehicle Using Laser
Projection Display : Display of vehicle data and road information through
holographic AR HUD
At CES 2024, the dominant keywords that left a profound impact on the
mobility sector were undoubtedly 'AI' and 'SDV.' The event provided a
remarkable opportunity to witness the extensive applications of artificial
intelligence across diverse industries, including personalized and modular
products and platforms geared towards realizing SDV (Software-Defined Vehicle).
Looking ahead, the future of automotive manufacturing appears poised to strike
a balance between simplification and sophistication. Anticipations run high as
we await the implementations and innovations stemming from the technologies
unveiled at CES.
Embracing the "Hack the
Mobility" spirit, FESCARO will also run forward in developing the mobility
ecosystem through the most practical tech breakthroughs.
24.02.22