AI takes the leading role! Multiple car companies enhance the use of intelligent cockpit large models at the CES automotive booth "change of weather".

For the automotive industry in the midst of major changes, CES has increasingly become a "bellwether" for the global automotive industry technology trend. At the 2025 CES, BMW unveiled the next-generation super-intelligent cockpit - BMW's first panoramic iDrive and BMW's new generation operating system X. The BMW first panoramic iDrive uses four core interactive interfaces that work together to present an intuitive, easy-to-use, and more ergonomic multi-modal sensory human-machine interaction experience through a combination of "physical buttons-touch feedback-voice control". According to the plan, the BMW first panoramic iDrive will be first applied to BMW's new generation models by the end of 2025. According to Gao Xiang, President and CEO of BMW Group Greater China, BMW's first panoramic iDrive, equipped with BMW's new generation operating system X, is an intelligent digital system designed for future generations of vehicles. "The intelligent personal assistant of BMW's new generation is equipped with an AI language model developed in collaboration with top Chinese partners and will have more powerful interaction functions." Xpeng also considers "intelligent cockpit" as one of the key contents of this exhibition. It announced a cooperation with Qualcomm to jointly develop an intelligent cockpit for the future. Xpeng's models currently use the Kr AI large model system driven by the Qualcomm 8295 intelligent cockpit computing platform, and support OTA iterative upgrades. The debut Xpeng Navigation Overseas Navigation 2.0 will provide users with a new generation of navigation services through cooperation with overseas map service company Mapbox. According to incomplete statistics from Caixin reporters, more than half of the participating car companies at this CES exhibition have launched or exhibited their AI intelligent cockpit-related technologies. In addition to BMW and Xpeng, Great Wall Motor brought the new generation smart space system Coffee OS 3 and the intelligent driving system - Coffee Pilot Ultra, while Hyundai released a holographic wide windshield display. Entering the "second half" of new energy vehicles, intelligence has become a focus of competition among major OEMs, technology companies, and component suppliers, with intelligent cockpit being one of the most important directions. The 2024 Shanxi Guoxin Energy Corporation Automotive Industry User Satisfaction Index evaluation results released by the China Quality Association recently show that in terms of performance design, satisfaction with intelligent driving assistance and intelligent cockpit performance design ranks among the top two in the new energy vehicle industry. "Intelligent cockpit is a fusion of AI, big data, and other technologies, creating a personalized and intelligent mobile space." An industry analyst pointed out that the intelligent cockpit has become an important selling point for many new energy vehicles today. "Amid the increasing convergence of various brands of new energy vehicles, intelligent cockpit, automatic driving, etc. will become important components that reflect brand value and product differentiation." This article was reprinted from Caixin, edited by GMTEight: Chen Wenfang.