CES 2025: Self-Driving Cars and Transportation Tech Trends

Shifting Landscape at CES 2025

Prior to the official commencement of CES 2025, certain patterns became apparent – specifically, the identification of notable absences.

A number of U.S. and European automotive manufacturers, previously key participants in transforming CES into a significant automotive showcase, did not exhibit this year.

Rise of Chinese Automakers

This void was prominently filled by several Chinese automakers. Zeekr, the electric vehicle brand associated with China’s Geely Holdings, was a particularly visible presence.

Wey, a premium brand operating under Great Wall Motor, and Xpeng also maintained exhibition spaces at the event.

The West Hall of the Las Vegas Convention Center, traditionally the hub for vehicle and transportation technology, appeared less populated compared to prior CES events.

Beyond Electric Vehicles

Significantly, many of the most impactful announcements weren't centered around new EVs or products requiring substantial physical display areas.

Toyota, for example, revealed the completion of the initial phase of Woven City, a 175-acre prototype urban environment located near Mount Fuji, and its active search for innovators and startups.

Furthermore, the company announced it is also investigating the possibilities of rocket technology – a development not readily demonstrable at a trade show like CES.

Emerging Trends in Transportation Tech

Despite these shifts, innovative transportation technologies were still on display. This year witnessed an expanded presence of autonomous vehicle technology.

The advancements showcased offered preliminary insights into the potential trajectory of the field throughout the coming year.

Key Themes Identified

Several major themes were discernible throughout the show. These trends suggest the direction of future development in transportation.

AI and Automated Driving Technology

A significant portion of the displays at the Las Vegas Convention Center centered around technologies for automated driving.

Companies involved in the development, and even the launch, of autonomous robotaxi services maintained a strong presence. These included May Mobility, Tier IV from Japan, Waymo, and Zoox.

Robotaxi Demonstrations and Expansion

Zoox distinguished itself by offering robotaxi rides to members of the press both before and during CES. This provided a practical demonstration of their technology.

Vay, a company innovating in driverless car-sharing, also operated in Las Vegas. They announced a substantial expansion of their service, though their presence wasn’t directly on the show floor.

Applications Beyond Passenger Vehicles

The application of automated technology extended beyond typical passenger vehicles. Companies like John Deere and Kubota, focused on agriculture, showcased relevant innovations.

Furthermore, startups such as Polymath Robotics are adapting self-driving systems for use in challenging off-road environments.

Supporting Technologies and New Operating Systems

A large number of companies presented products designed to facilitate automated driving and advanced driver-assistance systems (ADAS). These included solutions for simulation, machine learning, sensors, and data integration.

Honda unveiled a new operating system, named ASIMO – a nod to their famous robot – intended for integration into their next-generation 0 Series EVs. This OS will provide support for ADAS features.

Open-Source Driver Assistance

Comma.ai, founded by George Hotz, was also exhibiting. They have created an open-source driver-assistance system and associated hardware.

This system can be installed in many contemporary vehicles, delivering driver assistance capabilities comparable to those of Tesla Autopilot and GM’s Super Cruise system.

Nvidia Maintains Broad Industry Collaborations

At each CES event, the transportation sector receives a significant number of announcements from Nvidia. These announcements detail the automakers, suppliers, and transportation companies that are adopting Nvidia’s technologies. The 2025 event followed this pattern.

A key observation was Nvidia’s dedication to supplying a comprehensive self-driving technology suite. This includes solutions for testing, simulation, in-vehicle supercomputing, and cloud-based supercomputing infrastructure.

Collaboration with Toyota Expands

The partnership between Nvidia and Toyota has been ongoing for several years, focusing on the development, training, and validation of autonomous vehicle (AV) technology within Toyota’s research and development division.

This year, the companies revealed more definitive plans. Nvidia’s technology will now power Toyota’s upcoming vehicles, which will feature automated driving functionalities. Specifically, Toyota’s next-generation vehicles will integrate the Nvidia Drive AGX Orin System-on-a-Chip (SoC) and the DriveOS safety-focused operating system.

Advancements in Level 4 Autonomy

Regarding Level 4 autonomous vehicle technology – systems capable of self-driving operation without requiring human intervention – Nvidia unveiled further developments.

The company is collaborating with Aurora Innovation, a self-driving trucking firm, and Continental, an automotive supplier. This collaboration will integrate Nvidia’s Drive Thor SoC and DriveOS into the Aurora Driver, Aurora’s AV system. Continental intends to begin mass production of this system in 2027.

Unexpected Partnership with Uber

A noteworthy partnership announcement involved Uber, the ride-hailing and delivery service.

Uber intends to leverage Nvidia’s Cosmos, a new world model simulation tool, and DGX Cloud, a cloud-based AI supercomputing platform, to facilitate the development of autonomous vehicle technology. Uber’s strategy involves collaborating with AV companies to integrate self-driving services into its platform, as the company does not independently develop its own AV technology.

Evolving Display Technologies

Displays have consistently been a prominent feature at CES for many years. However, this year witnessed several companies exploring innovative applications of screen technology, extending beyond conventional uses.

Valeo's Panovision

Automotive supplier Valeo presented its panovision system, a technology that projects a full-width screen onto the base of the windshield. Initially unveiled at CES 2024, the system now incorporates an in-cabin driver monitoring system for enhanced functionality.

Hyundai Mobis' Holographic Windshield

Hyundai Mobis demonstrated a holographic display system capable of transforming the entire windshield into a transparent screen. While appearing standard from the exterior, the windshield, when viewed from the driver's position, presents information such as navigation details and music selections.

This innovative approach allows for a seamless integration of information without obstructing the driver’s view of the road. The technology represents a significant step towards more immersive and informative in-vehicle experiences.

These advancements highlight a growing trend towards utilizing windshields as dynamic display surfaces, potentially revolutionizing how drivers interact with vehicle information.

Generative AI's Increasing Presence in Automotive Technology

The automotive industry is rapidly integrating generative AI, a trend that gained significant momentum last year. Throughout the vehicle technology exhibits at the LVCC, terms like “GenAI,” “ChatGPT,” and “LLMs” were frequently encountered.

While the buzz was pervasive, concrete partnerships and actionable plans underpinned some of the announcements.

BMW and Amazon's Collaborative Effort

BMW showcased a new in-car user interface at CES 2025, developed in collaboration with Amazon. This interface will initially appear in the Neue Klasse sedan, with plans for eventual rollout across all models.

The partnership leverages Amazon’s Alexa custom assistant technology, utilizing its large language models. The initial focus will be on enhancing navigation, enabling drivers to issue more complex voice commands in natural language.

A beta program incorporating these LLM-powered capabilities will be launched in select vehicles and countries, marking the beginning of this integration.

Qualcomm's Snapdragon Digital Chassis Enhancements

Qualcomm presented advancements to its Snapdragon Digital Chassis and Cockpit platforms at CES. These updates prominently featured generative AI capabilities.

Several automotive suppliers, including Alps Alpine, Panasonic, and Garmin, alongside Indian automaker Mahindra, intend to incorporate Qualcomm’s technology into their offerings. This integration aims to deliver “intelligent and personalized in-cabin experiences.”

Features powered by Meta’s Llama and OpenAI’s Whisper Small could include real-time detection of driver distraction or drowsiness, biometric identification for automated adjustments, and navigation suggestions tailored to the driver’s condition, such as recommending a coffee stop when fatigue is detected.

Furthermore, Qualcomm’s generative AI solutions could enable multimodal AI for identifying points of interest, utilizing models like Llama, LLaVA, and Fast Stable Diffusion, or even generating custom, on-demand entertainment for passengers.

The Resilience of Micromobility

Despite reports suggesting its decline, the micromobility sector continues to evolve.

While shared scooter and e-bike businesses have faced challenges, a significant number of e-bike and scooter brands – notably from Chinese manufacturers – were present at the North Hall of CES.

New Product Launches in Micromobility

Vmax unveiled six new scooter models for its 2025 lineup. Aima Technology Group showcased several new e-bikes, and Heybikes introduced a mid-drive fat tire model.

Segment leader Segway launched two new e-bikes equipped with its Intelligent Ride System, a suite of smart technologies and features. Donut Lab, a subsidiary of Verge Motorcycles, also entered the market with an electric motor designed for direct integration into tires.

Correction: A previous version of this article incorrectly stated that Valeo Panovision would be integrated into BMW’s Neue Klasse vehicles. A Valeo spokesperson confirmed to TechCrunch that no such agreement currently exists.