CES 2025: Carmakers and concepts take a technological leap

13 January 2025

CES 2025 saw updates from carmakers spanning new models, technologies and mobility concepts. Autovista24 special content editor Phil Curry discusses some of the highlights.

With the automotive market becoming increasingly technology-driven, CES has established itself as an important event for the industry. Concept cars are now a mainstay at the Las Vegas Convention Centre and surrounding area. This year’s show was no exception to the rule.

Several carmakers used the occasion to preview new models, concepts and launch plans. The event provided a global stage on which OEMs could highlight their technological advancements. This meant utilising new strategies and systems to develop not just products, but business practices.

Honda holds nothing back

Honda used CES 2025 to introduce two prototype models in its 0 Series range. The carmaker also provided an update on its new operating system that will be used within the cars.

The cars follow the ‘thin, light and wise’ concept introduced at CES 2024, and are scheduled for launch in 2026. The first models in this electric vehicle line-up will go on sale in the US, with Japan and Europe expected to follow.

The Honda 0 Saloon keeps the shape of the concept model launched at last year’s CES. The Japanese brand advanced this further by adding information on the model’s systems and capabilities.

‘With competition around software-defined vehicles, we are describing our vehicles as wise, rather than smart, to highlight the integration of technology. The Honda approach is human-centric, and we will offer optimisation for the driver,’ said Katsushi Inoue, senior managing executive officer of Honda’s electrification business development operations.

The car will learn about the driver and their preferences. Artificial intelligence (AI) will power the personalisation of the vehicle based on moods and settings. More functions will be added to the cars, even after purchase.

Additions to 0 series

Honda also unveiled a new addition to the 0 Series, the 0 SUV. Based on the Space-Hub concept unveiled last year, the mid-size SUV will deliver on the ‘thin, light and wise’ approach. This includes increasing interior space with an unrestricted field of view and better cabin flexibility to improve comfort.

Capable of bi-directional charging, the vehicle can serve as a virtual power plant, while recharging based on a driver’s requirements. The vehicle will also utilise the best charging times to optimise performance.

A new operating system will be at the core of the two vehicles. Honda has named it Asimo OS after its robot mascot unveiled at CES in 2005. This system will enable integrated control of electronic control units for automated driving, advanced driver-assistance systems (ADAS) and infotainment systems.

The 0 Series will also benefit from Honda’s knowledge of autonomous driving. In 2021, Honda became the first carmaker in the world to put SAE Level 3 autonomous systems into practical use.

The brand announced at CES 2025 that it will be working with Helm.ai to expand the application of AI that can recognise and understand its surroundings. The collaboration will analyse several regions and their specific requirements.

Afeela taking orders

As well as its own vehicle announcements, Honda’s joint venture with Sony also presented an update at CES 2025.

Sony Honda Mobility first announced a concept vehicle in 2020, before refining this into its Afeela 1 model in 2023. The company took to the stage in Las Vegas to announce the commencement of online registrations for the Afeela 1. Attendees also got an update on the software and options available.

The carmaker is only taking reservations in the US state of California at present. This will gradually expand to more areas over time, with the brand focusing on more ‘active’ markets. There was no confirmation as to whether the model will be launched globally.

The joint venture also announced the creation of the Afeela Studio and Delivery Hub. This will allow visitors to directly experience the brand, with locations expected in Torrance and Fremont, California.

So customers can access aftersales services, Sony Honda Mobility also announced a partnership with Crash Champions. This will enable premium repair and maintenance services.

Inside, the Afeela 1 sports a sound system developed by Sony, together with optimal displays for each passenger. This grants access to a number of apps and services, with the carmaker’s partners including Amazon, Crunchyroll, and Microsoft.

Two models will be launched. The Afeela 1 Origin is available for $89,900 (€87,992), while the Afeela 1 Signature is priced at $102,900.

BMW’s Panoramic view

BMW stated that it would be adding ‘a little magic’ to its presentation at CES 2025. The brand ‘shrunk’ comedian Tim Meadows to present BMW’s new iDrive system from the dashboard of a vehicle itself.

The new iDrive will feature in BMW’s Neue Klasse series from the end of 2025. The centrepiece of the new system is the BMW Panoramic Vision screen. Meanwhile, the new BMW Operating System X acts as an intelligence hub for the vehicle.

‘High tech meets highly intuitive operation, a quarter of a century of pioneering work and technological leadership in operating concepts has been channelled into the new BMW Panoramic iDrive,’ commented Frank Weber, member of the board of management of BMW AG, responsible for development.

‘The foundations are provided by the new BMW Operating System X. With this advance, we are giving our most comprehensive infotainment system even greater capability and once again setting the industry benchmark in multimodal interaction.

‘Starting with the first series-produced Neue Klasse model at the end of this year, the new BMW Panoramic iDrive will form an integral part of all future BMW models’ Weber highlighted.

Pillars of performance

The iDrive system sees four elements coming together to re-invent BMW’s ‘hands on the wheel, eyes on the road’ approach. This means it needs to be both intuitive and user-friendly, as well as being ergonomically optimised for driver comfort.

BMW Panoramic Vision is a head-up display concept developed to project content forward. It reflects visible information between each A-pillar on a black printed surface in the lower section of the windscreen. 

The most important driving information is projected directly into the driver’s line of sight above the steering wheel. The driver can personalise content in the central and right-hand areas of the BMW Panoramic Vision from the central display. Overall, the function creates a 3D effect for the driver and passengers.

The new iDrive concept also features a 3D head-up display above the Panoramic Vision, together with a central display with matrix backlight technology. Selected content can be carried over to the head-up display with a swipe on the central touchscreen. Finally, a new multifunction steering wheel uses BMW’s shy-tech approach. This means the relevant buttons are illuminated to highlight available functions.

‘The overall concept of the new BMW Panoramic iDrive with Operating System X has been enabled by a large technological leap forward,’ added Stephan Durach, senior vice president, connected company, BMW Group.

‘It offers intuitive operation, emotionally engaging experiences and specific personalisation. The new BMW iDrive with Operating System X demonstrates the potential of a software-defined vehicle,’ he said.

Woven fabric for Toyota

CES 2025 was also an opportunity to provide updates on new approaches to the automotive world. Toyota announced the completion of the initial phase of construction of its Woven City.

The update was presented by Toyota Chairman Akio Toyoda. The carmaker announced its transformation into a mobility company at CES 2018, with the Woven City concept unveiled in 2020.

Steady progress has been made since the Woven City groundbreaking ceremony on 23 February 2021. This took place at the site of Toyota’s former Higashi-Fuji plant in Shizuoka, Japan.

Construction of the Phase 1 buildings and the initial area for co-creation activities was completed in October 2024. The ‘test course for mobility’ is expected to launch in the third quarter of this year.