Nvidia kicked off CES on Sunday night with a bevy of new announcements, and a fundamentally new product push. A year ago, the company launched the first fully programmable mobile GPU with DX12 support, based on its Kepler desktop GPU. Today, Nvidia is launching the Tegra X1 — an eight-core SoC in a 4×4 configuration with a 256-core Maxwell-based GPU, H.265 support, and full VP9 decode. This is a substantial improvement over the current Tegra K1 on a number of fronts. Tegra X1 will offer 33% more cores than the current K1, alongside Maxwell’s superior performance-per-watt, power consumption, and bandwidth-saving capabilities. It’ll be the first mobile GPU to support 16-bit floating point numbers, which gives it an enormous theoretical performance increase over its predecessor. Nvidia is arguing that Tegra X1 will be far more power-efficient than any previous version of Tegra, and that makes sense based on what we’ve seen from Maxwell. Kepler set records for power efficiency when it debuted, but Maxwell has further improved on those records. The company has also pulled off a fast introduction — it took nearly two years to push out Tegra K1 after the first GTX 680 shipped, but Maxwell is debuting in mobile slightly more than a year after the GTX 750 Ti first launched. Nvidia’s CEO, Jen-Hsun Huang, gave the time line as four months, but the first Maxwell-class hardware debuted at the beginning of 2014. What’s going to use all this firepower? Nvidia used the Tegra X1 launch to segue directly into its car pitch. The company is putting a full court press behind the idea of automotive computing and it spent most of the keynote talking up the idea that Tegra X1 is going to be instrumental in that space. Much of what Nvidia showed off here falls under conceptual tech demos rather than practical products. The company has built a dedicated automotive platform (Drive CX), calling it a “Digital Cockpit” computer. The point of Drive CX is to serve as a development platform for Nvidia’s Drive Studio and a future in which the entire cockpit is virtualized and displayed as rich applications across multiple displays. The problem with this approach is that while it might sound great, physical inputs and tactile response are actually critically important when driving. Many of the criticisms of MyFord Touch and similar systems have revolved around the fact that the all-touchscreen idea simply doesn’t work. Nvidia, however, isn’t just talking about the idea of building rich displays and high-end monitors inside the car — it wants automotive companies to use its hardware to build multiple camera analysis systems and use that information to create the next-generation of self-driving cars.