Automakers Continue to Prioritize Technology Trade Shows and China
Automakers continue to snub mainstream automotive trade shows for CES, which is swiftly becoming one. Compared to Las Vegas’ Consumer Electronics Show, Asia’s nascent tech expo is exceptionally small but that hasn’t prevented automakers from taking an interest. Only in its third year, CES Asia hosted General Motors, BMW, Mercedes-Benz, Honda, Hyundai, and Volvo.
In fact, several of the event’s large rooms housed nothing but products stemming from automotive manufacturers — underlining how automakers need to be perceived in 2017. China’s massive population is churning out heaps of new drivers everyday, making it the primary growth market for many global brands. Combine that with the country’s aggressive push into green cars — with a public that is perpetually hungry for tech-laden vehicles — and CES Asia attendance was compulsory for many.
“Chinese growth is rapidly expanding,” Honda’s executive vice president, Seiji Kuraishi, told Automotive News. “Here at CES, there are many Chinese innovations. We want to use that as window for open innovation.”
Honda unveiled a self-driving EV concept commuter called the NeuV, as well as its Uni-Cub personal mobility device.
Mercedes-Benz showcased its S-class Maybach concept with a focus on physical health and mental wellness. The Benz is supposed to create a spa-like experience, providing relaxing fragrances, “hot stone” massage, and a built-in tea ceremony in the rear armrest.
The Buick Velite 5 reappeared sporting a range-extender and upgraded connectivity functions for its OnStar service. General Motors, knowing that China likes Buick and EVs far more than the rest of the world, introduced the Velite 5 as a premium styled Chevrolet Volt back in April.
BMW showed a concept that exemplifies its long-term autonomous driving strategy. It featured a holographic center console, controllable by swiping at floating icons à la Minority Report. Ultrasonic waves provide tactile feedback depending on where your hand moves, making this fledgling technology superior to touch screens in every single way but still inferior to physical buttons.
NEVS, the electric car startup born from Sweden’s failed attempts to resurrect Saab, showed two concepts at CES Asia — a sedan and crossover. Both vehicles will be based on the, now-ancient, Saab 9-3 platform and built in China. NEVS plans to
“It’s the new way of doing it,” explained the brand’s director of business development Niklas Sondell, “establish ourselves in China and then branch out.”
[Image: CES Asia]
A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.
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You'd think that after watching Japan in the 80s, the US in the 90s, and China during the 21st century, the OECD would have figured out that economic optimism is the key to consumer demand for developmental technologies, particularly alternative energy. Nope. They continue to spend public funds on non-working classes, while also roping developed nations into wealth redistribution schemes under the pretense of climate change. Can't fix stupid.