The year has already got off to a busy start for the Trustonic team, who attended the annual Consumer Electronics Show [CES] 2025 in Las Vegas earlier this month.
This year’s show, dubbed “the most powerful tech event in the world”, brought together more than 141,000 attendees from around the globe. A celebration of “the art of the possible”, it highlighted the innovation and technology trends addressing global challenges and shaping the future.
For Trustonic, the event was an opportunity to network with other changemakers in automotive cybersecurity and discuss key issues in the space as we prepare to navigate another year of unprecedented complexity, with incoming regulations shaping compliance priorities, emerging AI innovations transforming threat landscapes, and geopolitical challenges adding new layers of uncertainty and risk.
At the end of last year, we published our predictions for what we believed 2025 would have in store for the automotive industry. In a lot of ways, CES confirmed our expectations, however there were also a few surprises in terms of key innovations and their implications for cybersecurity, the automotive industry, and beyond.
Conversational AI is set to revolutionise the in-car experience
AI innovations dominated the show, with innovators from a diverse range of industries finding ways to embed the technology into nearly every device imaginable.
In the automotive sector, conversational AI took centre stage, with cars now equipped to respond to basic questions, spontaneously plan itineraries during a trip, and even locate the best fuel station on route based on the driver’s habits and needs.
While these advancements are exciting, conversational AI in vehicles is still far from perfect. The technology often struggles to handle nuanced or context-dependent queries, leading to frustration among users. Drivers tend to expect these systems to function like human assistants, but current capabilities frequently fall short.
For now, in-car conversational AI remains a promising innovation with significant potential. However, there is still a considerable journey ahead before it achieves widespread adoption and fully meets the high standards of its users.
Touch screens are here to stay
Despite AI paving the way with alternative interaction methods, it became quite clear at CES that touch screens in vehicles are going nowhere just yet.
We noticed a trend towards larger, ‘pillar-to-pillar’ displays spanning the entire dashboard width of many vehicles, allowing for more integrated infotainment systems, displaying multiple functions on a single large display and, overall, offering a more immersive driving experience.
The future of these innovations is, however, uncertain, with crash test body, Euro NCAP, set to introduce rules around controls inside new cars following concerns that infotainment screens are distracting. From January 2026, new rules will be introduced that downgrade the safety ratings of new vehicles that don’t have buttons on the dashboard to control simple operations such as indicating and activating hazard warning lights.
With this in mind, it’s no surprise that we also noticed Head-Up Display [HUD] innovations were on the rise at CES, as manufacturers are being pushed to prioritize HUDs for displaying critical driving information directly in the driver’s line of sight to minimise distraction.
China is steaming ahead with EVs
With the ongoing security tensions between the US and China, particularly under the Trump administration, it was quite surprising to still see a strong Chinese presence at CES this year.
Given the trade disgareements, it was possible that Chinese EV companies would focus more on developing and expanding in markets outside the US, such as Europe, Southeast Asia, or domestic Chinese markets. However, it appears Chinese innovators are continuing to push forward with their global ambitions, undeterred by the ongoing geopolitical challenges.
Several Chinese EV companies showcased cutting-edge technologies and designs at the show, demonstrating their commitment to competing on the world stage. This strong presence signals China’s determination to lead the EV revolution, with a clear focus on innovation, efficiency, and the development of sustainable mobility solutions.
While the US market remains complex due to tariffs and security concerns, Chinese companies are actively cultivating partnerships and investments in other regions, positioning themselves as key players in the global transition to electric vehicles.
Micromobility meets regulation
Several manufacturers took to the stage with their digital cluster innovations for two-wheel vehicles, including integrated connectivity with smartphone pairing, real-time data display like speed, RPM, and battery levels, and turn-by-turn navigation on bikes and scooters.
As these advanced features become more widespread, as mentioned in our predictions, the need for robust cybersecurity measures is becoming increasingly evident. At the event, we noticed a palpable sense of concern among customers and industry partners, who are anticipating tighter regulations in this space, even though comprehensive mandates have yet to be enforced.
Some regulations have already been introduced. Specific rules related to speed and weight have been implemented, addressing concerns around how easily speed limits could previously be overridden. However, as the technology evolves, more stringent measures are expected to follow, shaping the future of digital clusters and their integration into two-wheel vehicles.
2025: driving into the future
With only a month of 2025 under our belts, a true picture of what the future holds for the automotive industry is yet to be painted. However, CES was a clear indicator of the possibilities that lie ahead.
While the prospect of new, tighter regulations looms, the innovations showcased at the event signal a year full of transformation and potential. As players in the industry gear up to navigate these changes, the focus remains on balancing technological progress with user expectations, security, and regulatory compliance.
In particular, regulations such as UNECE WP.29 and ISO/SAE 21434 (R155) are already setting the foundation for cybersecurity and software update management in vehicles, and companies must ensure compliance before the next wave of regulatory requirements arrives. Staying ahead of these evolving standards will be critical in maintaining market access and consumer trust.
This year’s CES was as exciting and eye-opening as ever and, if the event is any indication, 2025 is shaping up to be a major year for redefining the driving experience. Watch this space.
If you’d like to discuss how these regulatory shifts could impact your business, get in touch with us today.
