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“The hyper-personalised user experience” – Mercedes-Benz showcases class-defining digital tech at CES 2024

Mercedes-Benz is taking center stage at CES 2024, unveiling a range of cutting-edge digital innovations set to redefine the automotive landscape. The spotlight is on the new MBUX Virtual Assistant, an unparalleled leap in human-machine interaction, backed by generative AI and advanced 3D graphics. This innovation, running on the groundbreaking Mercedes-Benz Operating System (MB.OS), promises to deliver an extraordinary, hyper-personalised user experience.


Markus Schäfer, Member of the Board of Management at Mercedes-Benz Group AG and Chief Technology Officer, expressed enthusiasm about the transformative impact of their digital advancements, stating, "With our MB.OS, world-class collaborations, and the latest developments in generative AI, we are transforming the relationship our customers have with their Mercedes-Benz. Our digital advances on show at CES 2024 are proof points on our journey towards the hyper-personalised Mercedes-Benz user experience.”


MBUX Virtual Assistant – A Human Touch in Digital Interaction


The MBUX Virtual Assistant, unveiled at CES 2024, stands out as the most human-like interface with a Mercedes-Benz yet. Powered by MB.OS, it introduces a natural and empathetic interaction, featuring four different emotions to resonate with customer needs. Leveraging generative AI and proactive intelligence, the assistant aims to simplify life, enhance convenience, and provide a comfortable experience. Paired with MBUX Surround Navigation, which seamlessly integrates route guidance and assistance, the MBUX Virtual Assistant promises to redefine the in-car digital experience.


As part of its ongoing commitment to enhancing in-car experiences, Mercedes-Benz introduces the MBUX Collectibles app, showcasing NFTs like the limited-edition Mercedes-Benz NXT Superdackel collection, paying homage to the excitement at last year's CES.


North American Premiere – Concept CLA Class


Making its North American debut at CES 2024, the Concept CLA Class heralds the introduction of MB.OS. Built on the Mercedes-Benz Modular Architecture (MMA), this concept vehicle redefines its class with innovative electric drive technology and a focus on sustainability. The Concept CLA Class boasts a predicted single-charge range exceeding 466 miles (750 km) and features the new electric drive unit (MB.EDU) with an 800-volt architecture and 93-percent efficiency battery to wheels. This enables high-power 300+ kW DC charging, offering up to 248 miles (400 km) of range in just 15 minutes.


Elevating the Music Experience – MBUX SOUND DRIVE and In-Car Storytelling

Mercedes-AMG collaborates with American entrepreneur will.i.am to introduce MBUX SOUND DRIVE, a revolutionary in-car music experience. This technology dynamically adjusts the music based on driving behavior, turning every journey into a dynamic musical adventure. In a second groundbreaking partnership, Mercedes-Benz teams up with Audible and Amazon Music, leveraging Dolby Atmos to create an immersive in-car storytelling experience, covering audio books, Originals, podcasts, and music.


Transforming Cars into Gaming Hubs


Mercedes-Benz isn’t just redefining driving experiences but also turning cars into gaming hubs. The collaboration with Antstream Arcade, the world’s first retro games streaming service, brings cloud gaming into the car. Additionally, the brand showcases its own vision for immersive in-car gaming with a futuristic runner game on display in the current E-Class.


Milestone Achievement – DRIVE PILOT for EQS Saloon and S-Class


Mercedes-Benz achieves another milestone with the launch of DRIVE PILOT, the first certified system for conditionally automated driving (SAE Level 3) in the U.S., available in California and Nevada. Scheduled for early 2024, customer deliveries of MY2024 EQS saloon and S-Class models equipped with DRIVE PILOT will be available through participating authorized Mercedes-Benz dealers. The EQS also introduces the Premium Rear Plus Package, significantly improving rear comfort.

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