FCA to Unveil New Technologies Via Virtual CES Experience

Fiat Chrysler Automobiles in Auburn Hills will showcase its newest technologies virtually at CES 2021, which will take place from Jan. 11-14.
Image from FCA's virtual presentation at CES 2021
FCA is showcasing its newest technologies and vehicles virtually at CES 2021, where guests can be guided by a virtual brand ambassador. The exhibits will open with the show and remain available after the show ends. // Image courtesy of Fiat Chrysler Automobiles

Fiat Chrysler Automobiles in Auburn Hills will showcase its newest technologies virtually at CES 2021, which will take place from Jan. 11-14.

The company will offer product tours, and users will be able to venture through computer-generated experiences with video explanations from subject matter experts. The experience will be hosted by a virtual brand ambassador.

“FCA always enjoys showcasing our newest technology face-to-face at CES and, although that personal interaction is limited at this year’s event, technology has paved a path for our company to share a virtual world with nearly infinite floorspace,” says Nick Cappa, advanced technology media relations, FCA. “It also gives our creative teams a blank canvas on which they have produced an immersive experience for attendees.”

Users can opt for a guided tour hosted by the ambassador, who will curate information depending on user preferences. The tour gives guests a deeper understanding of FCA’s products and technologies through a 3-D experience that includes 12 FCA vehicles.

At any point during the experience, guests can opt for a self-guided tour. The user-controlled 3-D environment allows viewing of vehicles such as the Jeep Grand Wagoneer Concept and Alfa Romeo Stelvio Quadifoglio from various angles. Viewers can also select any of the vehicles for a deep dive into the technology and product applications.

The virtual environment also houses videos related to FCA’s technological development, testing, and implementation. It will cover Uconnect 5, Science Labs (a wind tunnel and four-post shaker), advanced drive simulator, vehicle electrification systems, and vehicle performance and capabilities.

FCA worked with Google to leverage its cloud-streaming technology to deliver a photo-realistic augmented reality model of the Jeep Wrangler 4xe to viewers’ phones. Attendees can access the experience by using their phones to scan a QR code in FCA’s virtual showroom, which allows them to interact with the model, change its colors, and inspect details of the interior. Participants can also “place” the customized vehicle in a physical space such as their driveway. It will be launched in Google Search in the coming weeks.

The site will launch at 9 a.m. eastern standard time on Jan. 11 and remain live after CES. It will be available at fcaces2021.com.

CES, or the Consumer Electronics Show, usually takes place in Las Vegas.