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Mercedes-Benz's 'Dr. Z' unveiling concept car at CES 2015

Affirming the continuing large automotive presence at CES, January's show in Las Vegas will feature a Monday evening keynote address by the chairman of Daimler, Dr. Dieter Zetsche, and the unveiling of a new concept car.

Mercedes-Benz 125
Daimler Chairman Dr. Dieter Zetsche shows off the F125 concept car at the 2011 Frankfurt auto show. Mercedes-Benz

At CES 2015, coming to Las Vegas in early January, Daimler chairman Dr. Dieter Zetsche will be delivering a keynote address which promises to focus on autonomous car technology and show off a new concept car from Mercedes-Benz. Many Americans will be familiar with Zetsche from an ad campaign eight years ago featuring Dr. Z.

A press release about the keynote address notes that Zetsche will be discussing the impact of autonomous vehicle technology, and how it will affect society and the environment.

Mercedes-Benz has shown the most advanced driver-assistance systems in production with its S-class and E-class models. The company puts its driver assistance technology under the umbrella name Intelligent Drive. Along with adaptive cruise control capable of bringing a car to a complete stop, a feature called Steering Assist handles steering in low speed traffic. Zetsche will be able to rely on these specific examples during his keynote.

Mercedes-Benz offered no details about the concept car to be unveiled. However, given the nature of CES it is likely to have a technology focus. Recent concept cars from the company have included the Concept S-class Coupe and Concept Coupe SUV, both production-intent vehicles, and the more experimental Ener-G-Force.

Zetsche's address, set for Monday, January 5, follows a string of automaker heads making CES keynotes, beginning with former GM CEO Rick Wagoner in 2008.