Just hours before the CES show floor buzzed to life, a select group of leaders from the world’s major carmakers gathered in a room—not for a last-minute product reveal, but for something far more profound. 

Hosted by Remco Timmer, VP of Product Management at HERE, Andrew Hart, CEO of SBD Automotive, the SBD CES 2025 Breakfast provided a platform for a candid discussion exploring one of the most critical shifts in their history.

For years, the automotive industry has been driven by technological innovation. Whether it is self-driving cars, artificial intelligence-powered in-vehicle assistants or groundbreaking electrification, success seemed to hinge on being first to market with the latest feature-packed marvels. 

But as Hart pointed out to HERE360 before the event, “Technology is not the goal; it’s the enabler. What truly matters is what that technology can do for the person in the car.”

Automakers assemble

The exclusive event was a response to the industry’s pressing need to move beyond a tech-focused mindset and address consumer priorities. Hart highlighted the challenges facing automakers, from regulatory pressures to heightened competition and warned against "tech overkill"—pursuing flashy features over meaningful value.

“Automakers used to look decades ahead. Now it’s about surviving the continuous state of disruption for the next 12 to 14 months,” Hart noted. The event united automotive executives and key suppliers, including HERE, AWS and Magna, to translate these challenges into practical decisions, and to tackle what they need to start doing differently.

People over product

A key takeaway from the event was the push for an "outcome-centric" approach, highlighting the “four S’s”—safety, security, sustainability and seamlessness—as what truly matters to consumers. Hart emphasized timeliness as a top priority, pointing out that while game-changing tech like generative artificial intelligence (AI) garners attention, it often neglects consumer needs for efficient mobility.

“While autonomous technology and infotainment sound exciting, if it doesn’t make my commute less stressful or give me the confidence that I’ll get to my next meeting on time, they aren’t as impressive,” Hart explained. 

HERE also demonstrated how predictive navigation could save consumers valuable time by incorporating it into the vehicle in a smarter way.

Why this conversation matters

Leaving the breakfast, attendees didn’t just have coffee and croissants to fuel them; they carried back to their teams a renewed sense of responsibility and clarity. The message was loud and clear—stop building simply because you can and start designing solutions that truly make a difference.

This wasn’t about dazzling hardware or tech. It was about aligning an industry around purpose-driven innovation that transforms lives. Now, it’s up to everyone involved to turn that vision into reality.