This document offers a comprehensive and opinionated perspective on the major automotive product and concept launches at CES 2024. Key launches covered include:

Kia PBV Vehicles

Kia PBV Technologies

Hyundai Motor Group's Ecosystems

AI from Volkswagen, BMW, Mercedes, and Walmart

Honda Zero Series

Across these launches, among many others, a number of themes emerged that are relevant to those working in strategic product and design roles in the automobility space.

Emergent themes are also covered in this report and include:

Calm Technology:

Far from a new trend, CES nevertheless showed that calm technology continues to evolve and find new expressions.

Grid Independence:

As we enter a period of increasing instability, whether geopolitical or environmental, brands are tapping in to consumers' desires to feel safe, resilient, and autonomous from infrastructure that might fail.

Who run the world?:

The scale and scope of Hyundai and Kia's ambitions in infrastructure and logistics are something to behold. But do they have the permission to play at this level? And the depth of competence to execute?

On the surface, not in service:

After 2023, the year in which generative ai changed everything, its superficial presence at CES showed that companies are still trying to make sense of its transformative potential.

Take it away now:

Suppliers are working away at making the parking and charging experience ever more seamless and efficient, taking stress out of the car ownership experience.

Make it make sense:

Some of the most interesting technologies at CES were focussed on breaking down barriers for people who are differently abled or neurodivergent.