Mercedes-Benz is unveiling a groundbreaking array of digital innovations at CES 2024, aiming to revolutionize the customer experience within and beyond the confines of their vehicles. The focal point of this digital transformation is the introduction of the MBUX Virtual Assistant, a sophisticated system that utilizes generative AI and cutting-edge 3D graphics. This virtual assistant is designed to facilitate more natural, intuitive, and personalized user interactions. Operating on the newly developed Mercedes-Benz Operating System (MB.OS), this assistant marks a significant step toward an exceptional digital journey.
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Markus Schäfer, Member of the Board of Management at Mercedes-Benz Group AG and Chief Technology Officer, emphasized the company’s commitment to transforming customer relationships through their MB.OS, strategic collaborations, and advancements in generative AI. The digital showcase at CES 2024 demonstrates Mercedes-Benz’s progress toward delivering a hyper-personalized user experience.
The MBUX Virtual Assistant, unveiled at CES 2024, represents the most human-like interface yet in a Mercedes-Benz vehicle—this assistant is integrated with MB.OS engages customers with natural and empathetic interactions. Equipped with four distinct emotions, the MBUX Virtual Assistant aligns with customer needs, utilizing generative AI and proactive intelligence to enhance convenience and comfort. The assistant is complemented by MBUX Surround Navigation, a feature that seamlessly integrates route guidance and assistance, further leveraging the power of MB.OS and advanced 3D graphics.
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Mercedes-Benz extends its commitment to productivity, convenience, and personalization within vehicles through the continuous expansion of its app portfolio. Notable additions include MBUX Collectibles, an in-car app showcasing NFTs, such as the limited-edition Mercedes-Benz NXT Superdackel collection, paying homage to the previous year’s CES.
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The Concept CLA Class, making its North American debut at CES 2024, takes center stage as the first Mercedes-Benz model featuring MB.OS. Built on the innovative Mercedes-Benz Modular Architecture (MMA), it redefines the electric vehicle class with forward-looking sustainability and an electric drive unit (MB.EDU) boasting an 800-volt architecture. The Concept CLA Class predicts an impressive single-charge range of over 466 miles (750 km) and incorporates high-power 300+ kW DC charging capabilities, delivering up to 248 miles (400 km) of range in just 15 minutes.
Mercedes-Benz introduces groundbreaking entertainment features, including the MBUX SOUND DRIVE developed in collaboration with Mercedes-AMG and will.i.am. This technology transforms the in-car music experience by synchronizing music with the car’s driving dynamics. Another collaboration with Audible and Amazon Music, leveraging Dolby Atmos, aims to redefine in-car storytelling, offering a dynamic, concert-hall sound experience for audiobooks, podcasts, and music.
Photo: Mercedes-Benz
Mercedes-Benz also announces new platforms and partnerships at CES, enhancing its in-car gaming service. A collaboration with Antstream Arcade brings cloud gaming into the vehicle, and a futuristic runner game showcased in the current E-Class combines MBUX computing power with interior vehicle sensors and actuators.
In a significant development, Mercedes-Benz launched DRIVE PILOT, the first SAE Level 3 conditionally automated driving system in the U.S. Available on selected EQS and S-Class models, DRIVE PILOT is set to be a game-changer, with deliveries starting in early 2024 through authorized dealers in California and Nevada. Additionally, the EQS saloon is now available with the Premium Rear Plus Package, which enhances rear passenger comfort.
Mercedes-Benz’s presence at CES 2024 underscores its commitment to advancing technology, creating a seamless and personalized user experience, and shaping the future of mobility through innovative digital solutions.
