During these days of CES 2024 in Las Vegas, Mercedes-Benz has presented an exciting range of digital innovations, with the new virtual assistant MBUX at its core. 

Among other things, the well-known German automotive brand has also introduced MBUX Collectibles, its first car app featuring NFTs on four wheels. 

Mercedes at CES 2024 and MBUX Collectibles: the new car app that allows you to display NFT art galleries

At the Consumer Electronic Show (CES) 2024 in Las Vegas, Mercedes has showcased its digital innovations, with the new MBUX virtual assistant at the center of the CLA Concept electric vehicle.

MBUX uses generative artificial intelligence and advanced 3D graphics that make interactions more natural, intuitive, and personalized. Based on the new Mercedes-Benz operating system (MB.OS), developed internally from scratch, the MBUX virtual assistant paves the way for an extraordinary digital experience.

At the same time, among other innovations, the German automotive brand is bringing even more productivity, comfort, and personalization in the car, with the continuous expansion of its app portfolio. 

Among these is MBUX Collectibles, the first Mercedes-Benz app for cars that allows owners to proudly display their art galleries NFTs from within their elegant “electric” four-wheelers. 

Mercedes at CES 2024: the connection with past experiences with NFTs

In reality, the presentation of the MBUX Collectibles app for cars at CES 2024 is connected to what happened at CES 2023. 

And indeed, last year, the famous automotive brand would have presented a short film that marked Mercedes-Benz’s entry into digital entertainment and the realm of NFT art.

Together with Superplastic, a new NFT character has been launched: Superdackel, a little dog.

Not only that, Mercedes-Benz’s experiences with NFTs also include the launch of other collections, such as “Maschine” and “The NF-G Challenge”. 

In the case of Maschine, the project had been realized together with the Dutch artist Harm Van den Dorpel and the art collector Fingerprints DAO. The launch of the collection of 1,000 Ethereum-based NFTs that plays on the themes of speed and perception, imitating a moving wheel, had been launched last June 2023.

Other technological innovations from the automotive brand in Las Vegas

Among the other innovations presented by the Mercedes-Benz brand at CES 2024 in Las Vegas, there is also MBUX SOUND DRIVE, a new in-car music experience developed in collaboration with American entrepreneur will.i.am. 

Not only that, Mercedes-Benz is raising the level of audio storytelling in cars thanks to the collaboration with Audible and Amazon Music. 

In this regard, Markus Schäfer, Member of the Board of Management of Mercedes-Benz Group AG, Chief Technology Officer, said:

“With our MB.OS, global collaborations, and the latest developments in generative artificial intelligence, we are transforming the relationship our customers have with their Mercedes-Benz. Our digital advancements presented at CES 2024 are evidence of our journey towards a hyper-personalized user experience of Mercedes-Benz.”