Mercedes Geeks Out at CES 2018

These days automakers really get into the Consumer Electronics Show, a venue that used to be reserved for computer nerds only. One of the more enthusiastic participants this year was Mercedes and its parent company Daimler, announcing several big moves in vehicle tech.

The Germans made a significant investment in startup what3words. You’re probably wondering why that matters, but the answer is it’ll make using infotainment systems so much easier. Starting with the compact Mercedes-Benz models, owners will be able to enter navigation destinations using three-word addresses. Let’s face it, “modern” navigation is excessively difficult and finicky to use.

This smooth navigation feature will be part of the all-new Mercedes-Benz User Experience infotainment system. You can provide the three words either by typing them in or just speaking. It’s pretty amazing tech, with a claimed high accuracy.

Another component of MBUX is to learn through artificial intelligence. That means you get a nice, individual experience, instead of the system doing things you don’t need or want. Daimler’s trying to say that creates an “emotional connection” between man and machine. I just think it sounds less annoying, because my smartphone already does this very thing, but whatever.

Also on display at CES was the Mercedes-Benz Concept EQA, a GLC F-Cell, and the Mercedes-AMG Project ONE. It was the automaker’s time to flex muscles in front of the tech industry, when so many in that industry heap praise on Tesla.