Dieter Zetsche will be a keynote speaker at the Consumer Electronics Show in Las Vegas in January.
The Daimler and Mercedes-Benz CEO will follow in the footsteps of Audi CEO Rupert Stadler and Ford Chief Alan Mulally, who were both keynote speakers at the electronics fair last year.
Within the automotive community, interest is growing in major electronics trade fairs such as the CES and Germany's CeBIT. As IT becomes more important for tomorrow's automobile, industry executives expect a growing convergence between the two industries.
The CES also wants to boost its automotive activities. The organizers noted that, in 2010, shipments of total automotive technology surpassed 9 billion dlrs and they expect that total to exceed 9.3 billion dlrs this year.
"Innovative technology unveiled each year at the CES is a vital component of today's driving experience," said Gary Shapiro, president and CEO of the US Consumer Electronics Association (CEA), which organizes the Las Vegas show. He added that he was looking forward to hearing Zetsche speak on "the interplay between automotive innovation and the digital realm."
Zetsche will speak at the CES on Tuesday, Janary 10.