The Consumer Electronics Show, also known as CES, and arguably the world's largest technology fair, took place over the last weekend in Las Vegas, Nevada, and gathered brands from across all industries on a large display of the latest innovations in technology, joining small startups and large multinational corporations on the same stage.
Given the ongoing electric revolution and how increasingly digital and less mechanical cars are becoming, it's not surprising that several auto manufacturers use this event as a chance to showcase their newest models and concepts, straying away from more traditional saloons in favor of a technology fair.
After considering and analyzing several models, we chose five that demonstrate that, despite the increasing saturation of the EV market by new brands, some of the more traditional auto powerhouses want to do more than just survive in the new electric world - they want to challenge Tesla's dominance
Dodge Ram 1500 Revolution Concept
The Stellantis "cybertruck", which debuted on the first day of CES, is Dodge's first electrified truck, and it has finally arrived in the form of the Ram 1500 Revolution Concept, demonstrating that, despite being a little behind in the EV race, the American brand can, at least in the design department, challenge Ford, Rivian, and Chevy's own electric trucks. The suicide doors, see-through roof, and LED grille show that Dodge intends to clearly differentiate this Ram 1500 from the previous gas-powered model.
“At Ram, we’ve redefined what pickup trucks can be, and we will do so again by pushing past what competitors are offering by delivering the best electric pickups on the market,” said brand CEO Mike Koval, Jr.
Volkswagen ID.7
Volkswagen
Front 3/4 view of the Volkswagen ID.7
The Volkswagen ID.7, which is intended to compete with the Tesla Model 3, is 3.7 inches longer than its American counterpart and 0.8 inches longer than the Hyundai Ioniq 6, and will most likely be priced similarly. The new MEB+ design of this vehicle is an updated extension of VW's MEB platform, which means it can provide more range and faster charging times than other EVs built on this successful foundation.
The ID.7 was revealed in a multicolored guise, as with other ID family debuts, but with its interior revealed in full, providing a better look at what the production version will look like, given that VW is still in favor of a fully digital cockpit, disposed on manual switches, despite recent criticism over software issues present in other ID models.
Peugeot Inception Concept
Peugeot landed in Las Vegas in style, along with their brand new Inception Concept, after being absent from the North American market for over 30 years, with its last model sold there in 1991. Regardless of geography or intentions, Stellantis reiterated that there are no plans for the French automaker to return to this market.
The large LED grill that blends into the headlight's three vertical slashes immediately draws our attention in the aesthetic chapter, stating unequivocally that the French manufacturer's recent design language is here to stay. The large windshield extending from the vehicle's hood to the rear is another eye-catching design element resembling the famous Pininfarina-designed Maserati Birdcage 75th. Overall, a very 505-inspired design that was, curiously, the final model sold Stateside.
Peugeot confirmed that the Inception concept has a 680-horsepower electric powertrain (500 kW) with a range of up to 500 miles. The same official source also revealed that this Inception can accelerate from 0-60 mph (0-100 km/h) in three seconds, thanks to four electric motors installed on its STLA Large platform, with Level 4 autonomous driving in mind.
BMW iVision Dee
If Peugeot arrived at CES in style, the Bavarians certainly made an impression with their new BMW iVision DEE, a vehicle with AI 'Dee'ply embedded in its DNA and that reinvents BMW's 'Neue Klasse', showcasing some of the technology that will be standard on all BMWs starting in 2025. And, as if that wasn't enough, this little concept can change color, allowing its users to create their own designs using a 32-color palette.
And, if you're wondering how BMW came up with this unusual name, we can tell you that 'Dee' stands for 'Digital Emotional Experience', and it's most definitely not a nod to a famous cartoon character, even if that's what everyone might think. That is if, of course, you were born in the 1990s.
The BMW Dee is the first vehicle to offer advanced AI, taking voice and hand gesture control to the next level by imbuing the vehicle with personality, allowing users to maintain a conversation with their Dee, which responds using all of its features to express moods. Inside, a combination of virtual and augmented reality contributes to a fully immersive experience. "It's the best thing since the wheel," BWW Chairman Oliver Zipse said.
Sony-Honda’s Afeela
There's a new electric vehicle brand on the scene, and it appears to be a force to be reckoned with. This new EV brand, the result of a collaboration between Sony and Honda, revealed its first concept at CES, an unnamed sedan that will go into production in 2026, with orders beginning as early as 2025.
Sony and Honda clearly did their homework, with their new brand, Afeela, proposing a smooth, discrete design reminiscent of the Lucid Air or the Tesla Model 3, with its interactive bar embedded on the front fascia serving as its sole 'out of the box' design element. The same is true in the minimalist interior, where sharp angles and bright colors are simply not welcome.
Although many details about the new Afeela EV are unknown, we do know that it will feature 45 sensors and cameras, allowing for real-time event processing via its 800 tera operations per second (TOPS) electronic control unit (ECU). And, while the electronics aspect was well assured by a name like Sony, and the mobility component by a powerhouse like Honda, the Afeela saw even more experts jump on board with this project by partnering with leading AI tech company, Qualcomm. With so much potential, Afeela is unquestionably a brand not to be underestimated.
