CES 2025 Preview: All the Tech That’s Fit to Print

December 13, 2024

Sharon Carty

Software trends continue to dominate the automotive industry’s collective brainpower, but as OEMS take a moment to breathe and possibly regroup on self-driving technology, much of the emerging focus is on what can be done inside the cabin to keep drivers and their passengers safe, healthy and entertained.

These trends reveal a shift toward more personalized and seamless interactions between occupants and their vehicles, with features like real-time hazard alerts, adaptive comfort settings, and AI-driven navigation systems leading the charge.

There’s still activity happening on the self-driving front, especially in China, where Tesla has announced it will launch fully self-driving cars in the first quarter of 2025 (we’ll believe it when we see it). But don’t expect to hear much from the major OEMs about self-driving tech at the upcoming 2025 CES in Las Vegas; none of the major automakers will have a presence, including Hyundai and Mercedes, which had previously planned to be there.

Here’s a look at some recent news that will impact drivers and the industry alike.

Bringing back buttons

Like many automakers influenced by Tesla’s designs, Hyundai was once smitten with large touch screens in its cars. But the company recently told Korea’s JoongAng Daily that it is reintroducing physical buttons in its vehicles, responding to growing demand for intuitive and accessible controls. Focus group drivers have voiced concerns, became stressed out with touch screens, and raised questions about their usability, especially while driving. Hyundai's decision follows feedback that tactile buttons provide a safer and more ergonomic way to adjust essential features like climate controls without diverting attention from the road.

This shift aligns with upcoming Euro NCAP standards, which will require physical controls for certain functions by 2026 for vehicles to achieve top safety ratings. Hyundai’s refreshed Ioniq 5 already incorporates these changes, signaling a broader trend within the industry to prioritize safety and driver convenience.

But the return of the button may be short-lived. ADAS “completely changes the way you drive on the highway; you can relax more,” Kevin Kang, senior design manager and head of Hyundai Design North America’s interior design, team told the publication. In the future, drivers may be more relaxed while letting the car do more of the driving for them – and may welcome back smooth touchscreens.

Garmin will entertain you

At CES 2025, Garmin will showcase an updated state-of-the-art domain controller that consolidates numerous systems into a single computing module. It can power up to six displays — including the instrument cluster and passenger screens — integrating safety, entertainment, and customization features. Garmin’s design enables automakers to streamline vehicle electronics, reducing costs while enhancing functionality.

“The main point for us is that we’re integrating lots of different systems into a single box,” Kip Dondlinger, product design and planning leader for Garmin, told SAE Media. “We think that through that integration, we provide a better product for the end user as well as a lower cost opportunity for the automaker, because we’re putting everything into a single electronic control unit.”

Key features include backseat child presence detection, ultra-wideband capabilities, and driver monitoring to ensure road focus even amidst rich entertainment options. Passengers can enjoy personalized gaming or streaming experiences at their seats, using Bluetooth headphones and smartphones that connect to each individual screen.

Garmin is also spotlighting its customizable human-machine interface, allowing users to personalize their vehicle’s display themes, from sports-inspired designs to completely unique environments. Importantly, safety-critical functions like speedometers operate in separate, secure systems to maintain reliability.

Volkswagen connections

Volkswagen is enhancing the connection between drivers and their vehicles with advanced safety features designed to improve hazard awareness and road safety. Integrated into Volkswagen’s Car-Net Safe & Secure services, the new features provide real-time alerts directly to the vehicle’s center display. Through the HAAS Alert Safety Cloud, drivers of equipped VW’s receive warnings about nearby hazards, such as disabled vehicles or emergency responders, enabling quicker, safer decisions on the road.

Additionally, Volkswagen’s adoption of Vehicle H.E.L.P. ensures that disabled vehicles send digital notifications to warn approaching drivers of potential risks. This seamless communication between car and driver reflects Volkswagen’s commitment to leveraging innovative technology to make driving safer for everyone.

OMNIVISION and Phillips

OMNIVISION and Philips have introduced an in-cabin monitoring system designed to track vital signs such as heart rate and breathing patterns, with the goal of enhancing driver and passenger comfort. By integrating this data with vehicle settings, the system promises to adjust lighting, climate, and even suggest breaks or route changes based on physiological responses.

"Automotive OEMs are continuously looking to add value and differentiate their brands by adding novel features that increase the comfort level in cars," Ritesh Agarwal, senior automotive marketing manager, OMNIVISION, told SAE Media. “This in-cabin solution will bring added value to automotive consumers and shorten time to market for Tier 1 automotive OEMs.”

Continental

Continental is returning to CES with its Invisible Biometrics Sensing Display. This advanced display incorporates a hidden camera and laser projector behind a high-resolution OLED screen to monitor occupants' vital signs while remaining completely invisible to the naked eye.

The technology offers multiple safety and comfort features, including 3D distance mapping to enhance airbag deployment and verify seat belt use. Developed in collaboration with trinamiX, a BASF subsidiary specializing in biometric solutions, the system also enables contactless monitoring of heart rate to detect stress or potential medical emergencies in the driver. In critical situations, the vehicle can activate safety features to protect passengers and other road users.

Tesla effect

With Tesla’s fully self-driving mode finally, maybe reaching Chinese customers in 2025, the pressure is on for competitors to provide something similar. At the Guangzhou Auto Show earlier this fall, several companies showed their most recent advances. Zeekr, Geely Automobile Holdings' premium EV brand, introduced version 2.0 of its advanced smart-driving system. The system, featuring end-to-end technology, is designed to support urban navigation and is expected to expand nationwide by year-end. Zeekr is also exploring the potential release of its ADAS technology to global markets in the future.

Meanwhile, Xiaomi Corporation’s Chairman Lei Jun recently showcased the SU7 EV's "parking spot to parking spot" capability in a livestreamed test drive. This feature, inspired by Tesla's approach, relies on AI models and cameras for real-time driving decisions instead of pre-coded rules. Lei described it as cutting-edge technology in assisted driving, enabling seamless travel from one parking location to another. Xiaomi plans to test the feature with select users and media, highlighting its commitment to competing in this rapidly advancing field.

---