AT the Consumer Electronics Show in Las Vegas Mercedes-Benz is pushing forward with a range of digital advancements set to transform the customer experience - both in-car and beyond - and by showing off its new long-range Concept CLA EV coupe.

Central to this is a new MBUX Virtual Assistant that uses generative AI and advanced 3D graphics. This makes interactions more natural, intuitive and personalised.

Running on the new Mercedes-Benz Operating System (MB.OS) that has been developed from scratch in-house, MBUX Virtual Assistant paves the way for an extraordinary digital experience.

This year's CES is also the backdrop for the North American premiere of the Concept CLA Class, which is based on the forthcoming Mercedes-Benz Modular Architecture (MMA).

Further highlights include a new in-car music experience called MBUX SOUND DRIVE that's been developed by Mercedes-AMG in collaboration with American entrepreneur will.i.am1.

Meanwhile, Mercedes-Benz is elevating in-car audio storytelling with a collaboration with Audible and Amazon Music.

Also making its North American debut is a camouflaged prototype of the new all-electric G-Class.

"With our MB.OS, world-class collaborations and the latest developments in generative AI, we are transforming the relationship our customers have with their Mercedes-Benz. Our digital advances on show at CES 2024 are proof points on our journey towards the hyper-personalised Mercedes-Benz user experience," said Markus Schefer, Mercedes chief technology officer.

The first Mercedes-Benz with MB.OS is the Concept CLA Class. Designed on the new Mercedes-Benz Modular Architecture is a new hypermiler for the electric age.

It is capable of a predicted single-charge range of more than 466 miles from a new electric drive unit, which has an 800-volt architecture and 93-per cent efficiency battery to wheels over long distances.

It enables high-power DC charging which can deliver up to 248 miles (400 km) of range in 15 minutes.

There will be a total of four models based on the MMA - a four-door coupe, a shooting brake and two SUVs.