Why car brands keep calling tech giants for help | The Dip

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Why car brands keep calling tech giants for help | The Dip

CES has become a highlight for the car industry as software becomes critical. Nvidia is rolling out autonomous-driving software that Mercedes plans to ship in new models, highlighting how carmakers are leaning on tech giants to move faster. Sony and Honda’s Afeela is doubling down on a “car as entertainment” idea, with big screens and gaming features aimed at premium buyers.

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Date: January 10, 2026