AMD, Bosch, Oshkosh, Honda, Whelen Cadillac Among Those Featured
By Tony DiZinno
DAYTONA BEACH, Fla. – IMSA and some of its automotive and technology partners enjoyed a presence among this year’s Consumer Electronics Show (CES) in Las Vegas, annually one of the technological showcases on the calendar.
AMD had a significant presence as Dr. Lisa Su, Chair and CEO of AMD, delivered the CES Keynote Address early in the week. Su shared her vision for delivering future AI solutions, from cloud to enterprise, edge and devices.
Within a two-hour presentation also featuring several other key speakers, one of Su’s major points was highlighting AI as the most important technology of the last 50 years, with AMD at the forefront of making AI accessible and impactful for billions worldwide.
With compute demand expected to explode in the coming years, Su also introduced newer tech terminology. She said the demand projects a need to scale global compute capacity by 10,000 times (to 10 yottaflops) within five years to support AI’s expansion.
For more on what those terminologies mean and highlights from AMD’s full keynote address, you can view their release here and watch the full keynote address on AMD’s YouTube channel. AMD also released this video, linked below.
Within IMSA, AMD has both a real-world and virtual presence. The IMSA Lenovo Technology Center Powered by AMD premiered in 2025; you can read more about that here. Additionally, it also served as a title sponsor of the second round of the 2025 IMSA Esports Global Championship, the AMD 240 at Sebring.
Bosch’s presence at CES again focused on future of mobility, with innovations discussed including AI in the cockpit, smart software to reduce motion sickness, MEMS sensors and more.
Also of note, Bosch announced it would be continuing and expanding its collaboration with Microsoft: the two announced to expand its “Manufacturing Co-Intelligence®” offer, exploring advancements that have the potential to revolutionize production through the use of agentic artificial intelligence. You can see Bosch’s full CES release here.
Bosch is present in several IMSA elements. Since 2023 and the introduction of the Grand Touring Prototype (GTP) class, Bosch Motorsport is an exclusive partner for the hybrid powertrain in each LMDh car. This Bosch-IMSA partnership helps bring Bosch’s technology and data to life for customers, fans and stakeholders around the world. Also on-track, Bosch’s electronic hand-braking system used by Robert Wickens made waves starting with its first runs in late 2024 in the IMSA Michelin Pilot Challenge season, then again with Wickens’ sprint races in the 2025 IMSA WeatherTech SportsCar Championship season aboard the No. 36 Corvette Z06 GT3.R in Grand Touring Daytona (GTD).
Pratt Miller parent company Oshkosh Corporation was also present at CES to receive honors announced in late 2025. Oshkosh, a leading innovator of purpose-built vehicles, equipment and services, has been named a CES Innovation Awards 2026 Best of Innovation recipient in the Robotics and Travel & Tourism categories. The company was also named a multiple CES Innovation Awards Honoree in the Construction and Industrial Tech category.
Honda, present in IMSA racing both its Acura (run with Honda Racing Corporation USA personnel among its crew) and Honda brands, also had some notoriety and accolades at this year’s CES.
Honda executive chief engineer Mahito Shikama, who leads Honda software-defined vehicle development efforts, was honored with the prestigious MotorTrend Software-Defined Vehicle (SDV) Innovator Award during a ceremony at CES 2026. The award recognizes Shikama’s groundbreaking contributions to automotive software innovation, notably his leadership in developing the 2021 Honda Legend Hybrid EX, the world’s first commercially available Level 3 automated vehicle. You can see that full release here.
Attendees had a chance to also see one of Acura’s GTP class competitor cars on display at CES. The No. 31 Cadillac Whelen Cadillac V-Series.R also was featured at the start of AMD’s video at its display for the event.
IMSA’s tech presence will be featured once more as part of the Rolex 24 At Daytona weekend. The third IMSA Technology Symposium will take place at Embry-Riddle Aeronautical University, adjacent to Daytona International Speedway, on Friday, January 23 – on the eve of the Rolex 24 race itself.
It will bring together industry leaders in motorsports and technology for an engaging panel discussion led by NBC’s Leigh Diffey on how both industries use IMSA to develop the next generation of mobility solutions. Panelists include leadership from Bosch, General Motors, Honda Racing Corporation, NASA, Microsoft, Michelin, and IMSA.
All that serves as a buildup to see the tech on track featured among the 60 cars in the 64th Rolex 24 on Saturday, January 24, with race coverage starting live on network NBC at 1:30 p.m. ET and streaming flag-to-flag on Peacock.