Among them were Italian supercar makers Lamborghini who arrived with a grand announcement of a new partnership with Amazon that would involve the car brand becoming the first to offer Alexa integration in one of its models.
The Virtual Assisant AI is to be integrated into the infotainment system of the Lamborghini Huracan Evo supercar and will help the driver control an extensive list of functions in the car with the use of voice commands.
Lamborghini showcased a video at the expo that demonstrates how Alexa can be used to adjust ambient lighting, change the climate control settings, open the garage door, select playlists, tweak the HVAC settings, and much more.
“In the future, it will be possible to have a much deeper integration into the driving modes of the car,” said Maurizio Reggiani, Lamborghini’s chief technical officer.
“It will be possible to ask the car to do something really specific. This allows the driver to be concentrated, looking forward, two hands on the steering wheel and ask the car what you want.”
Alexa integration will initially be limited to the Huracan Evo, but the upcoming next-generation flagship supercar by Lamborghini will also benefit from the technology.
According to Reggiani, it will feature a hybrid powertrain and Alexa’s deeper integration with the system will allow it to even control driving and engine modes.
Amazon Alexa will be available across the entire Huracan Evo range, which includes the recently-announced rear-wheel-drive version of the supercar.
The product was on show at CES from 7-12 January.