The Consumer Electronics Show (CES) isn’t exactly the kind of show you go to just to check out what new automotive goodies are ripe to receive our undivided attention. But every so often, an automaker makes waves for one reason or another and at the 2014 CES, Audi is preparing to host a mysterious world premiere that’s leaving a lot of us with more questions than answers.

Could it be an actual car? That’s the million-dollar question right there and one that we’re dying to get the answer to as soon as possible.

But even with the anxiety of not knowing what Audi has up its sleeve at CES 2014, we can take comfort knowing that the German automaker has more presentations for the event, including new assistance systems, a virtual cockpit and an MMI concept that the company proclaims as being capable of making operations "faster, simpler, and safer".

Those presentations are enough for us to keep an eye out on Audi when CES 2014 opens its doors on January 7th, 2014. And we’re not even talking about this mysterious world premiere that we’re just dying to see.

Click past the jump to read more about what Audi showcased at CES 2013 earlier this year

Audi’s Unveiling of its Future Lighting Technology

It was only appropriate that Audi’s appearance at CES 2013 prominently included a technology that the company is considered as new pioneers of: lights

Back in January, the German company unveiled a variety of new technologies, including a new adaptive light for the xenon plus headlights. The new Matrix LED headlights will have small diodes that can be dimmed or individually switched on and off to provide optimal illumination.

Likewise, these headlights could also illuminate the areas between several vehicles in complex situations. Based on navigation data, the high-beam headlight anticipates the bend and swivels to illuminate the road before the driver has even turned the wheel.

Audi also presented new laser taillights generated by a laser diode that provides drivers behind with a bright, clear signal and a new OLED technology made from an organic material.

The swarm:

Laser beam rear light

OLED rear light demo

Press Release

For the fourth consecutive year Audi is taking part in the world’s biggest electronics show, the International CES, which is being held in Las Vegas, Nevada, from January 7-10, 2014. During Audi’s pre-show keynote address, Rupert Stadler, Chairman of the Board of Management of AUDI AG, will present his ideas for future developments in the field of electronics.

Audi made its first appearance at the Consumer Electronics Show in 2011 – the first premium carmaker to do so. This year’s appearance is the fourth for the brand with the four rings – evidence of the great significance that the CES holds for the automotive industry. Other car companies have meanwhile followed Audi’s example: More than half a dozen manufacturers are exhibiting with their own stand at the show. For the first time, Audi’s program of events will include a pre-show keynote address. It will be presented on Monday, January 6, at 8:30 p.m. local time in the Cosmopolitan. Audi will broadcast the keynote address live on the Internet.

Audi is presenting its new solutions in all of the important areas of automotive electronics – including assistance systems and the latest operating concepts – at the CES. The brand with the four rings is considered a pioneer in this area, and the next generation is already at the starting blocks: At the CES, the premium carmaker will show the Audi virtual cockpit and an MMI concept for 2014 – two new developments that make operation faster, simpler and therefore safer as well. Also awaiting journalists will be a package of Audi innovations relating to other trends in electronics and an array of exhibited models, including one world premiere.

The Audi press conference will be held on Tuesday, January 7, at 10 a.m. local time in the Las Vegas Convention Center.

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