Microsoft is excited to participate at CES 2025, the annual tech event with a strong focus on the automotive industry that highlights the pace of change around electrification, autonomy, in-vehicle systems, and new mobility entrants. CES provides an excellent opportunity to learn more from our customers and partners about the opportunities and challenges they face in automotive, mobility and manufacturing—and the impact they are having. This is also an excellent time to celebrate the success our customers have achieved through their own journeysincluding the adoption of automotive-focused agentic and generative AI, as shared in just a few of these stories in 2024:
The platform for AI-enabled innovation
A wave of profound transformation is driving rapid progress in automotive, mobility and manufacturing, fueled by advancements in software and data. In automotive for example, vehicles are now defined as much by their digital as their physical content, a trend further accelerated by advancements in AI. Generative AI and agentic AI are revolutionizing how vehicles are designed, manufactured, sold, and used, including the development of software-defined vehicles (SDV), advanced driver assistance systems (ADAS), autonomous driving (AD), and in-vehicle customer experiences.
The versatility of software-defined vehicles and AI have been proven to boost competitiveness, operational efficiency and create new revenue opportunities. A key to this acceleration is effectively integrating software-driven product lifecycles into automotive product design and development. Leveraging the Microsoft Azure platform to modernize engineering systems can help navigate this revolution, enabling shorter development vehicle development timelines, reduce cost, and improved quality and collaboration.
Powering change across automotive, mobility, and manufacturing
Microsoft and our partners are enabling transformation across automotive, mobility, and manufacturing in four focus areas:
1. Design and engineering
Addressing the needs for original equipment manufacturers (OEMs) and suppliers to design, build, test, and validate new vehicles, and deliver them to the market.
Modern design and engineering in the cloud
SDVs
Connected fleets and products
Automated driving
In-vehicle and digital cockpit
2. Factory
Improving factory utilization through proactive system-wide visibility and management, to enhance workforce efficiency and safety.
Connected workforce
Factory process optimization
Modernized factory edge
3. Supply chain
Building resiliency and sustainability into the extended automotive supply chain to aid in sourcing and selection, shipping, and warehousing.
Visibility and risk management
Forecasting and planning
Warehousing and fulfillment
4. Customer experience
Creating engaging, differentiated services and connected experiences both inside and outside the vehicle to deliver long-term customer value and satisfaction.
In-vehicle connected services
Consumer and commercial marketing and sales
Warranty, service, and repair
Automotive industry highlights for CES 2025
For CES 2025, we are focusing on design, engineering and vehicle experience in automotive. Below is a selection of recent announcements and collaborations, including CES and Microsoft Ignite.
Design and engineering—supporting the automotive development process with engineering and toolchain support, including improvements in requirements and specifications.
PTC: Integrating AI into their application lifecycle management (ALM) solution, PTC Codebeamer with Codebeamer Copilotfocused on requirements authoring and analysis.
Siemens: Siemens and Microsoft bring AI-enhanced NX X to Azure for advanced product engineering.
NVIDIA: Live sessions and showcase at CES.
Ansys: Meet your engineering goals with the speed and scale of Ansys Access on Microsoft Azurea new cloud engineering solution for seamless scalability. Visit Ansys at booth 6400.
Kontrol, TÜV SÜD, and Ansys: A virtual homologation toolchain to redefine how automotive manufacturers meet global regulatory compliance and safety standards.
A2MAC1: Providing OEMs with a solution to speed development and meeting sustainability goals through enhanced supplier selection based on sustainability criteria.
Software defined vehicle, automated driving, and engineering toolchain—(SDV), autonomous driving, in-vehicle/digital cockpit:
Eclipse Software Defined Vehicle: Automotive Open-Source Summit May 2025.
Blackberry QNX: Accelerating building, testing and development of software defined vehicles in the cloud for automakers. Visit QNX at booth 4224.
Cognata and Ansys: Collaborating on a web-based virtual environment to test and validate automated driver assistance systems, and autonomous vehicle functionalities that mimic real-world conditions. Visit Cognata at booth 6779.
dSpace: In collaboration with GitHub on generative AI usage for software-in-the-loop (SIL) testing and virtual electronic control unit (V-ECU) development to aid in more efficient validation pipelines. Visit dSpace at booth 4500.
Excelfore: Enhancing long-term product lifecycle management through generative AI supported automotive over-the-air (OTA) campaigns for vehicle software updates and features.
Harman Automotive: Collaborating on new software products to power the future of Automotive. Visit Harman at booth C18604a.
Bosch: For safer roads: Bosch teams up with Microsoft to explore new frontiers with generative AI. Visit Bosch at booth C16203.
In-vehicle—digital cockpit and advanced AI assistants for driver safety, convenience, and enhanced experience.
Security—Vehicle cybersecurity and lifecycle management
CyberArk & Device Authority: Creation of a National Institute of Standards and Technology (NIST) reference architecture for Internet of Things (IoT) security to ensure robust factory and edge environment security, access management, and device lifecycle protection.
Cymotive Technologies: Announcing a new automotive vulnerability management system available on the Azure Marketplace.
VicOne: Collaborating to provide developers of vehicle software with proactive security of vehicle firmware to ensure end-to-end protection across the automotive software lifecycle.
New adapted AI models for industry
Adapted AI modelsdeveloped in collaboration with industry partners, expand our industry capabilities and enable organizations to address their unique needs more accurately and effectively.
Adaptive cloud
At Ignite 2024, Microsoft made a variety of exciting announcements regarding how customers can gain a competitive advantage with a unified approach to data and AI: collect data from any source, process and analyze that data locally and globally for AI-enabled insights anywhere, and securely share those insights with employees and the ecosystem.
New industry reference architectures—providing a faster path to value
At CES 2025, we are announcing six new reference architectures, and updates to previously released reference architectures. Learn more about our reference architectures.
New AI Agent reference architectures for 2025
Autonomous vehicle operations
Digital cockpit
Mobility agents
Connected mobility
Software defined vehicle
Updates to previously released reference architectures
Azure innovation accelerator
Digital selling
Unified view of the customer
Product lifecycle management (PLM) on Azure
Industry-aligned reference architectures are available through our partner ecosystem and Microsoft Industry Solutions Delivery. They provide essential guidance for engineers and architects to leverage a defined framework, supporting a wide array of scenarios, ultimately providing a faster path to value.
Microsoft in mobility and manufacturing industries
Learn more about Microsoft in Mobility and Manufacturing.
Learn more about Microsoft reference architectures for Mobility and Manufacturing, including our Mobility reference architecture updates for CES 2025.
Dayan Rodriguez
Corporate Vice President, Manufacturing and Mobility, Microsoft
As the Corporate Vice President of Manufacturing & Mobility at Microsoft, Dayan Rodriguez leads the sales strategy and vision across these industries to accelerate growth, build differentiated offerings and drive new business outcomes for customers and partners. Previously, Dayan served as global vice president and general manager for Honeywell Industrial Automation. Dayan enjoys spending time with family, traveling, reading, learning, applying new technologies and staying active through various water sports activities.
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Aaron Lee
Director Product Marketing, Mobility, Microsoft
As the Product Marketing Director for the Mobility Industry, Aaron Lee oversees Microsoft’s marketing efforts for the automotive, travel, transportation, and hospitality sub-verticals. He aims to help customers understand how the Microsoft Cloud and Microsoft’s partner networks can solve some of the industry’s toughest problems and create a more sustainable future.
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