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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 CEO Dieter Zetsche stands with the F125! concept car. The F125! was built with an eye to what big luxury cars will be like in 2025, another exec said.
Mercedes-Benz
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.