It’s the autonomy, stupid.
That was the message from the automotive industry at this year’s Consumer Electronics Show. Well, not just autonomy; connectivity and electrification are converging with self-driving cars to cause a profound shift in the car world.
Of course, that won’t be a surprise to anyone who follows the industry; it’s been a talking point at every major motor show for the past few years. But the impact extends far beyond how cars are powered or controlled. And what a trawl around CES, the world’s leading tech show held annually in Las Vegas, highlighted is that car firms have realised that they can’t tackle this change alone.
The impact of autonomous, connected and electrified cars is going to be profound. More than one person at CES claimed it would be the biggest change since Henry Ford pioneered industrial mass production with the Model T.
Autonomous, connected cars require systems, software and technology that car firms have no experience in. Where there is change, there is opportunity – and companies large and small from both the technology and automotive worlds are racing to develop autonomous, connectivity and electrification systems, as well as deals to provide them to major original equipment manufacturers (OEMs).
In return, car makers are racing to find the firms that can offer the technology and systems to speed up and streamline their efforts to make autonomous, connected and electrified cars. And the natural meeting ground for both parties is CES, which is why car manufacturers – out to prove to the world that they are forward-thinking – have been attending in growing numbers in recent years.
Ford, Honda, Hyundai, Jeep, Kia, Mercedes-Benz and Nissan all had stands in 2018. But it’s an interesting dynamic: at a motor show, they’d be the big beasts, the headline attractions. At CES, the roles are flipped: the car firm stands were dwarfed by those of tech giants such as LG and Panasonic, whose grand constructions rivalled anything you’d see at Frankfurt or Geneva.