Recap: ETAS at CES 2025

This year’s CES was held once again in Las Vegas. One of the world’s most powerful tech events drew more than 141,000 visitors. ETAS was also in attendance, showcasing advanced middleware and AI solutions.

Partnerships are key

CES 2025 kicked off with a highlight for ETAS: in a panel discussion on the West Hall Mobility Stage ETAS President Thomas Irawan joined Stefan Buerkle of Bosch and Molly Boigon of Automotive News to explore the topic “Software-Defined Reality: Achieving Consumer Expectations for SDV.” A key takeaway: while consumers want innovative, software-defined vehicle features, affordability remains their top priority. The discussion highlighted the need to balance cutting-edge functionality with realistic cost structures – ensuring that the promise of next-gen mobility is accessible to everyone.

ETAS President Thomas Irawan joined Stefan Buerkle of Bosch and Molly Boigon of Automotive News to explore the topic “Software-Defined Reality: Achieving Consumer Expectations for SDV.” — Thomas Irawan joined Stefan Buerkle of Bosch and Molly Boigon of Automotive News at a panel discussion

Mariella Minutolo chaired a fascinating panel discussion at the Bosch Industry Insights Event

Mariella Minutolo, ETAS Executive Vice President Sales, chaired a fascinating panel discussion at the Bosch Industry Insights Event. This focused on the question of how software and strategic alliances will reshape the global mobility market. Panelists shared valuable insights on the transformative role of software and partnerships in mobility. The main message is that partnerships are vital for driving a sustainable transformation and striking the right balance between ecosystem openness and access – while also taking into account regional differences and timeframes.

In the Capgemini Executive Lounge, Eric Cesa, ETAS Vice President Sales North America and Brazil, joined a panel discussion on the future of software-defined vehicles. Panelists discussed how virtual validation, standardization, generative AI, and changing consumer desires are driving SDV development and mass adoption.

Please add image ALT tag — Eric Cesa in the Capgemini Executive Lounge

ETAS showcased advanced middleware and AI solutions

Alongside all the great panel discussions and valuable conversations, ETAS also showcased products and solutions that will enable the industry to address its most pressing challenges.

Middleware – the silent enabler of SDV innovation
Our production-ready middleware is helping to simplify the increasing complexity of SDVs. By acting as the bridge between software applications and hardware, our middleware enables seamless integration, protects against cyber threats, and accelerates development cycles. It spans all domains—from body and comfort functions to braking systems and automated driving functions – excelling in the rapid validation of advanced driver-assistance systems (ADAS) within virtual environments that can simulate unpredictable and hazardous scenarios.

AI-driven innovation – faster development and smarter diagnostics
We demonstrated how our Embedded AI Coder transforms trained neural networks into efficient, embedded code for ECUs – bridging the gap between advanced AI capabilities and real-world automotive applications. In addition, we showcased our Most Likely Repair solution. Developed with Bosch, this uses real-time data analysis to predict potential vehicle issues before they occur, reducing downtime and repair costs.

Virtual validation – a game-changer for development
With our partners at Amazon Web Services (AWS) and Capgemini, we presented how virtual validation enables early-stage integration testing without hardware dependency. This approach not only reduces bottlenecks in the development process but also accelerates time-to-market for new features, making the SDV vision more achievable.

CES 2025 was a very positive experience for ETAS. Our key takeaway is that innovation in the automotive software industry thrives when we work together. From collaboration to open-source ecosystems to partnerships like those ETAS has built with AWS and Bosch – all of these are essential for driving innovation and growth, because the best results come when we combine our strengths.