Driving forward digital change

Mercedes-Benz says it’s pushing forward with a range of digital advancements set to “transform the customer experience”, both in-car and beyond. 

Central to this is a new MBUX Virtual Assistant, pictured above, that uses generative AI and advanced 3D graphics. 

This makes interactions “more natural, intuitive and personalised”, and runs on the new Mercedes-Benz Operating System (MB.OS) developed from scratch in-house.

The company says its virtual assistant “paves the way for an extraordinary digital experience”.

CES 2024 in Las Vegas was also the backdrop for the North American premiere of the Concept CLA Class, below. It’s based on the forthcoming Mercedes-Benz Modular Architecture. 

Further highlights include a new in-car music experience called MBUX Sound Drive developed by Mercedes-AMG in collaboration with American entrepreneur will.i.am.

Meanwhile, Mercedes-Benz is elevating in-car audio storytelling with a collaboration with Audible and Amazon Music. Also making its North American debut at the show in Nevada was a camouflaged prototype of the new all-electric G-Class.

MBUX Virtual Assistant

Mercedes-Benz describes its MBUX Virtual Assistant as its “most human-like interface yet”. Based on MB.OS, it presents a new face to the user with “natural and empathetic interaction”. 

With its four different emotions, the system is in tune with customer needs, and uses generative AI and proactive intelligence “to make life easy, convenient and comfortable”. 

Also leveraging the power of MB.OS – as well as advanced 3D game-engine graphics – is MBUX Surround Navigation, which marries route guidance and assistance. 

Meanwhile, Mercedes-Benz is bringing more productivity, convenience and personalisation into its vehicles with the ongoing expansion of its app portfolio. 

This includes MBUX Collectibles, Mercedes-Benz’s first in-car app to showcase NFTs, such as the limited-edition NXT Superdackel collection that pays homage to the activity at last year’s CES.

The Concept CLA Class

The marque’s first model to showcase MB.OS is the Concept CLA Class, which celebrated its North American debut at CES 2024. 

Designed on the new Mercedes-Benz Modular Architecture (MMA), it redefines an entire class with its innovative electric drive and “forward-looking sustainability”. 

The Concept CLA Class is the new “hypermiler” for the electric age. It’s capable of a predicted single-charge range of more than 750km on the WLTP and energy consumption of around 12kWh/100km. 

This comes from a new electric drive unit called MB.EDU, which has an 800-volt architecture and a 93 per cent efficiency of battery to wheels over long distances. 

It enables high-power 300-plus kW DC charging including a 50kW boost, which can deliver up to 400km of range in 15 minutes. There will be a total of four models based on the MMA.