[Report] Electric Cars at Sony Showroom... 'TV New Products' Disappear, Mobility Takes Center Stage

[Las Vegas=Asia Economy Reporter Park Sun-mi] On the 5th (local time), CES 2023, the world's largest electronics and IT exhibition held in Las Vegas, USA, showcased mobility equipped with various innovative functions and designs, reminiscent of a 'motor show.' The West Hall of the Las Vegas Convention Center (LVCC), where companies in the mobility business concentrated their exhibition booths, was noticeably more crowded than other exhibition halls. Global big tech companies such as Amazon and Google, which did not participate in last year's CES, also featured automobiles at this exhibition.

At the Sony booth on the 5th (local time), it was difficult to find the company's traditional 'flagship product,' TVs. On the right, Sony displayed its first electric vehicle, while on the left, it focused on content such as games and movies centered on the metaverse, as well as the virtual reality headset PlayStation VR2 (PS VR2). Visitors showed great interest in Sony's first electric car, the 'Aphila.' Sony announced its entry into the electric vehicle market last year and launched a joint venture with Honda to develop and sell electric cars. They are currently developing their first model with a target release in 2025. It is a completely different change that Sony, which used to announce new TV products at every CES, put its first electric car front and center instead of TVs.

BMW unveiled the futuristic mid-size sedan BMW i Vision 'Dee' concept car, which gained great popularity. 'Dee' stands for 'Digital Emotional Experience.' The concept aims to bring the relationship between the driver and the car closer. In fact, the Dee model was like a human-like car. The Dee model can engage in a kind of conversation with the driver using voice language and changes the headlights and BMW's signature 'kidney grille' into various forms. It is also possible for the car to express emotions such as joy and surprise. Thanks to electronic ink technology, the vehicle's exterior can change to 32 colors depending on the driver's preferences and surrounding conditions.

BMW also emphasized the expanded 'Advanced Head-Up Display' (HUD) in the Dee model. Previously, driving information was projected only in a small area in front of the driver's seat, but now the range has expanded to cover the entire vehicle windshield. The new HUD will be applied to the Neue Klasse lineup scheduled for release in 2025.

Global big tech companies such as Amazon and Google, which did not participate in last year's CES due to the spread of COVID-19, also focused on automobiles. It was evident that competition for automotive platforms is becoming increasingly fierce in preparation for an era where cars transform like smartphones.

At the Amazon booth, a red Maserati was displayed with the phrase 'Amazon for Cars.' There was also an exhibition space showcasing collaboration between Amazon's voice assistant Alexa and the electric vehicle Lucid. Google set up its booth outside so it could be seen through windows from anywhere in the LVCC. To showcase Google's automotive operating system (OS) Android Auto technology, cars equipped with Android Auto, such as BMW, were also exhibited. On an outdoor electronic billboard, a somewhat provocative phrase targeting Apple was displayed: 'Hello Apple. I'm Android.'