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How to Watch Hyundai's CES 2026 Presentation Live
Hyundai's about to drop some serious automotive tech at CES 2026, and if you're into cutting-edge car innovations, you need to know when and where to tune in. The Korean auto giant isn't playing it small this year, despite the whole EV incentive situation cooling off in the U.S. They're bringing their Holographic Windshield Display, a fleet of mobility convergence technologies, and their brand-new AI-powered Atlas robot to Las Vegas. This isn't just another press conference where they talk about incremental improvements. We're talking about a windshield that becomes a full-featured display, robots that look like they walked straight out of Boston Dynamics' lab (which, spoiler alert, they kind of did), and enough automotive innovation to make your head spin.
What makes this presentation particularly interesting right now is the timing. We're in a transitional moment for the auto industry. The Trump administration's yanked most EV incentives, the market's recalibrating, and companies are pivoting from "how many EVs can we cram out" to "what can we do with in-cabin technology that actually changes how people interact with their vehicles." Hyundai's message here is clear: we're not just about the powertrain anymore. We're building the future of how you experience driving.
If you've been following automotive tech, you know that heads-up displays have been around for a while. But holographic displays that use your entire windshield as a canvas? That's different. And the Atlas robot angle brings in the robotics question that's been sitting in the background of every tech conversation since Chat GPT blew up. Hyundai owns Boston Dynamics now, so seeing what they're doing with that acquisition matters.
Let's break down everything you need to know about catching this presentation, what's actually being shown, and why it's worth your time even if you're not shopping for a car.
When Is Hyundai's CES 2026 Presentation Scheduled?
Hyundai's taking the stage on January 5, 2026, at 4 PM Eastern Time. That's a Sunday afternoon, so if you're on the East Coast, you're looking at mid-afternoon viewing. West Coast folks, that's 1 PM Pacific. If you're international, you'll want to convert that to your timezone, but the good news is that Hyundai's streaming it globally, so geography isn't a barrier.
The timing actually makes sense for CES. By Sunday afternoon on day two of the conference, the press has had time to build hype around the week's announcements. Sony-Honda's Afeela EV will have already made its splash, Samsung will have shown off whatever phones they're pushing this year, and the industry buzz will be in full swing. Hyundai's hitting the schedule when people are paying attention but not overwhelmed by the sheer volume of announcements.
One thing to note: January is deep in the winter months in most of North America, so people are scrolling through tech news more. Hyundai gets that. They're not competing for attention with summer conferences. This is CES season, and that matters.
CES 2026 sees a strategic shift with more emphasis on enhancing driving experience through technology rather than introducing new EV models. Estimated data.
How to Watch Hyundai's Presentation Live
Here's the straightforward part. You've got two official channels to choose from, both on YouTube. Hyundai's streaming through Hyundai USA for the U.S. market and their global Hyundai YouTube channel if you're outside the States. Either way, you're getting the same presentation. Just hit up YouTube, search for Hyundai's channel, and look for the CES 2026 livestream scheduled for January 5 at 4 PM ET.
YouTube's actually the perfect platform for this. No registration required, no weird login walls, no signing up for the CES app and drowning in notifications. Just click, watch, and you're done. If you miss the live stream, the video will stay up on their channel afterward, so you can catch the replay whenever.
One pro tip: YouTube livestreams can get janky if a ton of people jump on at exactly 4 PM. If you're serious about watching it live and want a smooth experience, log in a few minutes early. That distributes the load better and keeps you from dealing with buffering when the presentation actually starts.
You could also try the main CES website or Hyundai's official site, but they'll probably just embed the YouTube stream anyway. Going straight to YouTube cuts out the middleman.
The Holographic Windshield Display: What's Actually Being Shown
This is the centerpiece of Hyundai's presentation, and for good reason. They're calling it the "Holographic Windshield Display," and it's essentially a next-generation heads-up display that projects critical vehicle data directly onto your windshield. But "projects" doesn't really capture what's happening here. This is transforming your entire windshield into a display surface.
Let's talk specs because they're actually impressive. We're looking at an 18.1-inch vertically expandable display. That's big. For perspective, most modern phones are 6-7 inches. A laptop screen is usually 13-15 inches. This is larger than most monitors people use for work. The entire windshield becomes your dashboard, essentially.
The key difference between this and older heads-up displays is that those used to be small, limited to a specific zone in front of the driver. You'd get your speed, maybe your turn signals, basic navigation arrows. But they took up a tiny portion of your visual field, and if you positioned your car wrong or sat at a weird angle, you'd lose the image entirely. This holographic system is different. It uses holographic film technology developed jointly with Zeiss, a German optics specialist. That partnership matters. Zeiss doesn't mess around with optics. They make lenses for microscopes, cameras, and industrial equipment. Having them involved means this isn't some vaporware idea. It's engineered tech.
Here's what makes it genuinely innovative: passengers can watch videos on the windshield without the driver seeing them. That sounds like a small thing, but think about it practically. Kids in the backseat can watch movies on long road trips without distracting the driver. The system's smart enough to know what information needs to be in the driver's line of sight and what can be relegated to passenger zones. That's not accidental. That's deliberate engineering.
The expandable aspect is also interesting. The display can grow vertically, which means it can scale from showing just critical driving information to becoming a full entertainment surface when the car's parked or the driver's not actively operating the vehicle. Imagine pulling into a parking lot and the windshield becoming a giant tablet. That's the idea here.
Now, the reality check: Hyundai says mass production starts in 2029. That's three years away. So don't expect to order a car with this tomorrow. This is future-forward tech being showcased at CES to generate buzz and show investors that Hyundai's thinking beyond traditional automotive. By 2029, will holographic displays be commonplace? Probably not. But early adopters in luxury vehicles? That's realistic.
The Holographic Windshield Display offers a larger screen and advanced technology with minimal driver view obstruction, enhancing passenger entertainment. Estimated data for comparison.
Hyundai's AI Robotics Strategy and the New Atlas Robot
Beyond the windshield, Hyundai's revealing its AI Robotics Strategy and, more importantly, showing off a brand-new Atlas robot. This is where things get weird and wonderful simultaneously.
First, context: Hyundai owns Boston Dynamics. They acquired it back in 2020, which was a big deal at the time. Boston Dynamics became famous for Atlas, a humanoid robot that could do parkour, backflips, and generally move in ways that made people uncomfortable because it was too fluid. Robot uncanny valley, basically.
The new Atlas they're unveiling at CES is different. From the teaser images Hyundai released, this version looks more dog-like than the previous humanoid iterations. That's not a downgrade. It's actually a strategic shift. Quadrupedal robots are generally more stable, more practical for real-world tasks, and less likely to trigger the "that robot is going to kill us" instinct that humanoid robots sometimes provoke. Boston Dynamics learned that lesson with their previous designs.
Hyundai's framing this as "a tangible step toward the commercialization of AI Robotics." In corporate-speak, that means they're moving beyond cool videos of robots doing backflips and moving toward actual commercial applications. What does that look like? Manufacturing, logistics, hazardous environment exploration, heavy lifting. The kind of work that currently requires human workers but could be done by robots in environments where humans shouldn't be.
The fact that they're showing this at CES, not at a robotics conference or some B2B summit, tells you that Hyundai's thinking about how this matters to consumers, even if indirectly. They're positioning the Group (that's how Korean conglomerates refer to themselves) as a player in the robotics space, not just automotive. That's a strategic move. It's saying to investors, tech talent, and partners that Hyundai's not just a car company anymore. They're a mobility and robotics company.
The 30 Plus Mobility Convergence Technologies
Hyundai's not just bringing two things to showcase. They're presenting over 30 mobility convergence technologies through their Mobis subsidiary. "Convergence technologies" is a buzzword, but in this context, it means technologies that blend different domains. It's not just about electric powertrains or just about software. It's about how electronics, software, safety systems, and design all come together.
Breaking down what Hyundai's likely highlighting with that "30 plus" number: AR head-up displays (different from the holographic windshield, more augmented reality overlay stuff), low-power display solutions (important for battery-constrained electric vehicles), EV drive systems (the motors and controllers that actually move the car), electronics, and chassis system safety features.
Why does this matter? Because it shows Hyundai's not putting all their chips on one innovation. They're saying, "We've got depth." They're not just the company with the cool windshield. They're the company thinking about every system in a vehicle and how to make each one smarter, more efficient, and more integrated.
The Mobis brand specifically is the parts supplier for Hyundai, kind of like how Bosch makes components for basically every automaker. By highlighting Mobis innovations, Hyundai's saying they can sell these technologies to other manufacturers too. That's a B2B play disguised as a CES flashiness.
What the AR Head-Up Display Adds Beyond the Holographic Version
Here's where it gets interesting. An AR head-up display is different from the holographic windshield. Both show information on the windshield, but AR specifically overlays digital information onto the real world you're seeing through the glass.
Think of it like this: you're driving down a street with a holographic head-up display and you need directions. You see an arrow appear on your windshield telling you to turn left at the next intersection. That works. But with AR, that arrow isn't just floating in space. It's overlaid on the actual street. It's pointing at the real intersection you need to turn into. It's context-aware. It knows what's in front of you.
AR also opens up use cases beyond navigation. Imagine you're driving and a pedestrian steps into your path. An AR overlay could highlight the threat instantly. Or imagine augmented reality information about nearby amenities. You're driving past a gas station and your car's running low on fuel. An AR notification pops up right where that gas station is in your field of view.
This technology's been in development across the industry for years. Audi's experimented with it. Subaru's had some versions of it. But getting it right, making it not distracting, and ensuring it actually improves safety instead of making things worse, that's the hard part. Hyundai showing this as part of their suite of technologies suggests they think they've solved some of these problems.
The Holographic Windshield Display is larger than most smartphones and laptops, offering a unique and expansive interface for drivers and passengers.
Low-Power Display Solutions for EV Battery Life
Here's something that doesn't get enough attention: displays drain batteries. In an electric vehicle, everything that runs off the battery cuts into your range. So if you've got an 18-inch holographic windshield display, an infotainment screen, instrument cluster, and all the other visual systems, that's a lot of power draw.
Low-power display solutions are Hyundai's answer to this problem. We're talking about screen technologies that deliver sharp, bright images while consuming less electricity. E-ink displays do this well, but they're not color or fast enough for most car applications. Hyundai's likely exploring micro-LED technology, quantum dot displays, or other innovations that hit the sweet spot between power efficiency and visual quality.
Why should you care? Because in a world where EV range anxiety is still a real concern, every percentage point of efficiency matters. If Hyundai can drop power consumption from all these displays by 10-15%, that's real range extension on your battery. Over a year of driving, that adds up to meaningful improvements.
EV Drive Systems and the Future of Electric Powertrains
Hyundai's highlighting their EV drive systems because, frankly, this is where the competition is getting intense. Tesla's been doing electric drivetrains for years. Chinese EV makers like BYD are advancing rapidly. European manufacturers are scrambling to catch up. If Hyundai's not pushing innovation here, they're falling behind.
EV drive systems include the electric motor, the inverter that converts DC battery power to AC for the motor, the reduction gearbox, and all the control systems that manage power delivery. It's not glamorous. You won't see Instagram posts about your motor controller. But it's where efficiency and performance actually live.
Hyundai's likely showcasing improvements in efficiency (more miles per kilowatt-hour), power density (more horsepower in a smaller, lighter package), and thermal management (keeping everything cool without adding weight). These aren't sexy features. They're the engineering work that makes a good EV.
Chassis System Safety: The Unglamorous Innovation
Safety systems in the chassis (the car's structural frame and suspension) don't make headlines. Nobody's excited about adaptive suspension or integrated stability control. But these systems prevent accidents and save lives. They're also where Hyundai can differentiate.
Modern chassis safety includes things like predictive suspension that reads the road ahead and adjusts in real-time, integrated stability control that communicates with your traction control and anti-lock braking, and sensor fusion that creates a 360-degree picture of the car's environment and its stability state.
Hyundai's bringing these to CES not for the headlines but for the engineering credibility. They're saying, "We think about safety holistically. It's not just airbags anymore." That matters when you're buying a car. Safety's not flashy, but it's essential.
Hyundai Mobis showcases a diverse range of over 30 mobility convergence technologies, with a focus on electronics and EV systems. (Estimated data)
Context: Why CES 2026 Is Different for Automotive
CES hasn't always been about cars. Tech executives would show up to talk about chips, software, and consumer electronics. But over the last five years, automotive companies have basically taken over CES. It's become the default place to announce new car tech because it reaches a global tech audience, not just automotive journalists.
But here's the thing that makes CES 2026 unique: the EV landscape shifted dramatically. The Trump administration's policies yanked a lot of the federal EV tax credits that were driving adoption. That fundamentally changes the calculus for automakers. They can't rely on government subsidies to move electric vehicles anymore. They have to make cars that people actually want to buy because the car itself is better, not because of a $7,500 tax credit.
That's why Hyundai's focus at CES 2026 is less about "we have a new EV model" and more about "we have technology that makes your driving experience fundamentally better." The windshield display, the robotics integration, the safety systems. These are differentiators that don't depend on subsidies. They're about making cars genuinely more appealing.
The absence of a huge new vehicle lineup at CES 2026 actually makes sense in this context. Companies are being more strategic. They're not throwing everything at the wall to see what sticks. They're showcasing the technologies that will eventually make their next generation of vehicles better.
The Sony-Honda Afeela and What It Means for Hyundai's Strategy
You'll hear a lot about Sony-Honda's Afeela EV at CES 2026. It's the first time they're showing this joint venture vehicle to a broad audience, and it's getting attention because Sony's known for consumer electronics and Honda's obviously an automaker, so the partnership's interesting.
For Hyundai, the Afeela is both competitive pressure and context. Sony and Honda are betting heavily on the in-cabin technology experience as a differentiator. That's exactly where Hyundai's playing too. The windshield display, the AR overlay, all the infotainment stuff, they're competing in the same space.
But Hyundai's got one advantage: they own Boston Dynamics. That gives them a play in robotics that Sony-Honda don't have (yet). It's a different lane. Sony-Honda are saying, "Your car is your personal entertainment device." Hyundai's saying, "Your car is your personal device, and also we're building the future of robotics."
That's a broader positioning. It's not just about what happens during the drive. It's about what your company's vision is for the future.
Zeiss Partnership: Why Optics Matter
I keep mentioning Zeiss in the context of the holographic windshield, and that's intentional. Optics are hard. Really hard. Getting light to behave the way you want it to, especially through a windshield that's also got to be durable, safe, and transparent, that's next-level engineering.
Zeiss has been perfecting optics since 1846. They're not a fly-by-night startup. They make lenses for microscopes that let researchers see things that are invisible to the naked eye. They make lenses for cameras that cost more than cars. They're optical experts at an extremely high level.
When Hyundai partnered with Zeiss for this holographic windshield, they weren't just licensing some technology. They were tapping into over 170 years of optical engineering knowledge. That's not a small thing. It's one reason this windshield project feels more real than vaporware. Zeiss wouldn't put their name on something that doesn't work.
The holographic film technology itself is the key innovation. Traditional displays project light from a single point. Holographic films diffract light across a surface, which is why they can use your entire windshield as a display. It's elegant. It's efficient. It required deep optical expertise to pull off.
Estimated data shows that micro-LED and quantum dot displays could reduce power consumption by 10-12%, potentially extending EV range.
The Boston Dynamics Connection and Atlas Evolution
Boston Dynamics is famous for making viral videos of robots doing impossible things. Their Atlas robot doing backflips made it all the way to mainstream media. That's great for awareness, but it's terrible for commercial viability. Most real-world applications don't require backflip-capable robots.
When Hyundai acquired Boston Dynamics in 2020, the smart money said it was to commercialize the technology. Boston Dynamics was losing money. They had amazing robots but no clear business model. Hyundai's a company that knows how to manufacture, scale, and sell products globally. It was a match.
The new Atlas being shown at CES 2026 is the result of that thinking. It's not a backflip robot. It's a working robot. The dog-like design is more stable and practical than previous humanoid versions. That suggests this team's learned from both Boston Dynamics' previous designs and from real-world feedback about what actually works in commercial settings.
Hyundai's framing this as "a tangible step toward commercialization." That's corporate speak for "we're close to actually selling this stuff." Don't expect to see Atlas robots in warehouses next month, but within a few years? It's plausible.
Robotics as a Future Revenue Stream
Here's the meta-question: why is a car company investing heavily in robotics? Cars make money. Robots are speculative. The answer's complicated, but it's basically about the future.
Hyundai's betting that mobility evolves. In the past, that meant better cars. In the future, it might mean moving people and things in more diverse ways. Autonomous delivery robots, humanoid robots doing manufacturing work, quadrupedal robots exploring dangerous environments. All of that fits under the umbrella of "mobility." It's a broader definition than just personal vehicles.
Robotics is also a high-margin business if you can scale it. A robot sold to a factory or a logistics company costs tens of thousands or more. If Hyundai can build and sell these at scale, the profit margins are potentially huge compared to selling cars where margins are eroding due to competition.
There's also the talent attraction angle. If you're a brilliant roboticist, would you rather work for a car company or for a company that's serious about robotics? By owning Boston Dynamics and showcasing their innovations, Hyundai makes themselves attractive to the best talent in robotics. That matters for their future competitiveness.
What to Expect When You Watch: The Presentation Format
Hyundai's presentations at major events tend to follow a format. They'll have executives talking about strategy. They'll have demonstrations of the actual technology. They'll have plenty of video content showing how these technologies work. And they'll have on-the-ground product showcases where you can actually see and interact with the stuff they're talking about.
During the livestream, you'll get the video feed from the presentation stage. You might not get to see everything they're physically showing on the floor, but they'll definitely showcase the key technologies on stage. The holographic windshield will probably be demonstrated live. The Atlas robot will probably move around and do something impressive, though maybe not backflips (probably).
Expect the presentation to run about 45-60 minutes. They'll have time for live demos, some executive speaking, and probably a Q&A session at the end. The livestream viewers might not get the Q&A depending on how they format it, but the key announcements will definitely be in the livestream proper.
Hyundai's roadmap suggests a gradual rollout of new technologies, with significant milestones in 2027 and 2029. Estimated data.
The Bigger Picture: Automotive Tech Is Becoming a Differentiator
Ten years ago, a car was about the engine, the transmission, and the body style. Today, a car is also a computer, an entertainment system, a safety system, and a connection point to a broader ecosystem of services.
That shift is fundamental. It's not just a marketing angle. It's real. Every major automaker is now effectively a software company that also makes cars. Hyundai's CES presentation is their way of saying, "We understand this shift, and we're investing heavily in the technology side."
The companies that nail this transition will be the ones that thrive in the next decade. The companies that stay stuck on "we're an automotive company, software is secondary" will struggle. Hyundai's clearly positioning themselves in the first category.
Why This Matters for the Future of Driving
The technologies Hyundai's showing aren't just cool for cool's sake. They're addressing real problems with modern driving.
Distraction is a massive issue. Driver attention is split between the road and the dashboard. A holographic windshield that keeps critical information in the driver's field of view without requiring them to look away from the road. That's a genuine safety improvement.
Range anxiety is still a blocker for EV adoption in many markets. Low-power display solutions that extend battery range, and efficient drive systems that maximize distance per kilowatt-hour. Those are real solutions to a real problem.
Automation is coming to industries across the board. Robots that can do manufacturing work, logistics work, hazardous exploration work. That's not hypothetical. That's actively happening. Hyundai showing off their robotics play is them saying, "We're going to be a player in this space."
How to Prepare for Watching
If you're actually going to tune in on January 5 at 4 PM ET, here's how to get the most out of it:
First, have your device ready. Phone, laptop, tablet, smart TV, whatever you prefer to watch YouTube on. Make sure your internet's decent. Livestreams buffer less when you're not on Wi-Fi that someone's already drowning with traffic, but they'll buffer regardless if you've got a slow connection.
Second, have a notepad or your phone's note app open. Hyundai will drop some specs, timelines, and other details. You'll want to jot those down, especially the mass production date for that holographic windshield (spoiler: it's 2029).
Third, be ready to see stuff that's cool but not immediately applicable to your life. That's the nature of CES. It's future tech, not "buy this next week" tech. Manage your expectations accordingly.
Fourth, don't count on getting the whole story from the presentation alone. Check tech blogs afterward. The presentations at CES often leave out important details that journalists and tech companies reveal in press releases and conversations after the fact.
After the Presentation: What Happens Next
Once Hyundai's done presenting, the tech world will dissect it. Tech journalists will write detailed articles. Automotive analysts will publish reports. Investors will make decisions about whether Hyundai's positioning is credible or hype.
If you're interested in staying updated on these technologies, follow Hyundai's official accounts and tech publications that cover automotive innovation. The holographic windshield won't hit consumer vehicles until 2029, but the development path between now and then will probably include showcases at other major auto shows and CES events.
Robotics, specifically the Atlas robot, moves faster. If Hyundai's serious about commercialization, you could see commercial deployments within 3-5 years. So staying tuned on that front is worth it if robots are your thing.
The Competitive Landscape: Who Else Is Pushing Automotive Tech
Hyundai's not alone in this space. Mercedes-Benz has been working on advanced AR displays for years. BMW's pushing heads-up display technology. Tesla's basically been doing in-car computing longer than anyone else. Even traditional suppliers like Continental and Bosch are making aggressive pushes into automotive software and display technology.
The difference with Hyundai is the breadth. They're not just doing one cool thing. They're doing 30 things simultaneously. The holographic windshield, robotics, AR overlays, low-power displays, better EV drive systems, chassis safety. That's a comprehensive strategy.
It's also a message to competitors. You can either beat Hyundai on one specific innovation, or you can try to match their breadth. Hyundai's betting that breadth is harder to match.
Looking Ahead: 2026 and Beyond
CES 2026 is January. That's when these announcements drop. But the real implementation happens over the next few years. The holographic windshield reaches mass production in 2029. The Atlas robot probably hits commercial deployment in 2027 or 2028. The other technologies will roll out in new Hyundai models as they're developed.
What this presentation really is, is a message to the industry, to consumers, and to investors: Hyundai's playing for the long game. They're not just adjusting to market changes. They're trying to define what the next era of automotive technology looks like.
Will they succeed? That's the billion-dollar question. CES presentations are usually aspirational. The real test is execution. Can Hyundai actually build a holographic windshield that people want? Can they commercialize robotics? Can they pull off this broader vision of mobility and convergence technologies?
That's why watching is worth your time. It's not just spectacle. It's a glimpse into where one of the world's biggest automakers thinks the future is heading.
FAQ
What time is Hyundai's CES 2026 presentation?
Hyundai's presenting on January 5, 2026, at 4 PM Eastern Time. That's 1 PM Pacific Time and 9 PM UTC. You can catch the livestream on YouTube through either the Hyundai USA channel or Hyundai's global YouTube channel.
How can I watch Hyundai's CES 2026 presentation if I don't have a CES badge?
You don't need a CES badge or any special access. Hyundai's streaming the entire presentation live on YouTube for free. Just search for their channel on YouTube on January 5 at 4 PM ET, and you'll find the livestream. It's publicly available to anyone with an internet connection.
What is the Holographic Windshield Display and how does it work?
The Holographic Windshield Display is an 18.1-inch display that uses holographic film technology to transform your entire windshield into a screen. Developed with German optics specialist Zeiss, it projects critical driving information, navigation, and entertainment content onto the windshield without obstructing the driver's view. Unlike traditional heads-up displays that take up a small area, this system uses the entire glass surface. Passengers can even watch videos that are invisible to the driver. Mass production is scheduled for 2029.
When will the Holographic Windshield Display be available in consumer vehicles?
Hyundai says they'll begin mass production of the Holographic Windshield Display in 2029. That means you won't see it in consumer vehicles before then. Once production starts, it'll likely appear first in Hyundai's premium models before potentially trickling down to other vehicles. So if you're hoping to get one in your next car purchase, you're looking at 2029 or later.
What is the new Atlas robot and what can it do?
Hyundai's showing off a brand-new version of the Atlas robot, developed in partnership with Boston Dynamics (which Hyundai owns). This version has a dog-like design rather than the humanoid appearance of previous Atlas models. According to Hyundai, it's a "tangible step toward the commercialization of AI Robotics" and represents their commitment to building safe and adaptable robotic co-workers. The company intends to deploy these robots for tasks in manufacturing, logistics, hazardous environments, and other commercial applications where autonomous robots can improve safety and efficiency.
Why does Hyundai own Boston Dynamics and what does that mean for consumers?
Hyundai acquired Boston Dynamics in 2020 to commercialize robotics technology. Boston Dynamics had built amazing robots but no clear path to profitability. Hyundai, with their manufacturing scale and global distribution network, saw an opportunity to turn Boston Dynamics' innovations into real products. For consumers, it means Hyundai's betting on a future where robotics is a core business alongside automotive. That could eventually translate to robots being more accessible and affordable as Hyundai scales production.
What are mobility convergence technologies and why are they important?
Mobility convergence technologies blend different automotive systems and domains: electronics, software, safety, displays, and energy management all working together. Instead of each system operating independently, they communicate and coordinate. This creates vehicles that are safer, more efficient, and more responsive to driver needs. Hyundai's presenting 30-plus of these technologies because they represent the company's comprehensive approach to making the next generation of vehicles fundamentally better, not just incrementally improved.
Is the Hyundai CES presentation only about the Holographic Windshield Display?
No. While the Holographic Windshield Display is a headliner, Hyundai's bringing much more. They're presenting the new Atlas robot, AR head-up displays, low-power display solutions for EVs, advanced EV drive systems, chassis system safety technologies, and 30-plus other mobility convergence technologies through their Mobis subsidiary. It's a comprehensive showcase of their vision for the future of automotive technology.
What makes the Zeiss partnership important for the Holographic Windshield Display?
Zeiss is one of the world's most respected optics companies with over 170 years of history perfecting optical systems. By partnering with Zeiss to develop the holographic film technology, Hyundai accessed world-class optical engineering expertise. This partnership adds credibility to the project and suggests the technology is grounded in real engineering rather than speculative research. Zeiss wouldn't attach their name to something that doesn't actually work.
Will Hyundai be showing physical demonstrations of these technologies at CES or just in the livestream?
Hyundai will have physical displays and demonstrations on the CES floor in Las Vegas, but the livestream will showcase the main technologies during the presentation. The holographic windshield display and Atlas robot will likely be demonstrated during the live presentation on YouTube. If you're watching the livestream, you'll get to see the key innovations in action, even though you won't be able to interact with them like attendees on the floor can.
How does this CES presentation compare to what other automakers are showing?
While Sony-Honda are highlighting their Afeela EV and in-cabin entertainment systems, and other automakers are showing EV models, Hyundai's strategy is broader. They're not launching a specific new vehicle model but instead showcasing 30-plus technologies across displays, robotics, safety systems, and efficiency improvements. By owning Boston Dynamics and showing off Atlas, they also have a robotics play that most other automakers don't. It's a different approach, emphasizing comprehensive technology innovation over specific car models.
Why is CES 2026 different for automotive companies compared to previous years?
CES 2026 is happening in an automotive landscape where EV tax incentives have been significantly reduced in the U.S. under the Trump administration's policies. This means automakers can't rely on government subsidies to drive EV adoption anymore. They have to win customers on the merits of their technology and experience. That's why Hyundai's focus is on differentiating technologies like the holographic windshield, advanced safety systems, and robotics rather than launching flashy new EV models. It's a shift toward showing actual innovation that creates value beyond subsidies.
Key Takeaways
- Hyundai's presenting January 5 at 4 PM ET on YouTube with a Holographic Windshield Display that transforms your entire windshield into an 18.1-inch smart display using Zeiss optics technology
- Mass production of the holographic windshield begins in 2029, not immediately, so it's future tech but grounded in real engineering partnerships
- Hyundai owns Boston Dynamics and is revealing a next-generation Atlas robot with a dog-like design focused on commercial deployment, not just viral videos
- The company is showcasing 30-plus mobility convergence technologies across displays, safety systems, EV drive systems, and robotics, positioning Hyundai as a comprehensive technology company, not just an automaker
- Unlike previous CES events heavy on new EV models, CES 2026 emphasizes in-cabin technology and smart features because EV tax incentives have been reduced, forcing automakers to differentiate through actual innovation
