Big 'techie' show attracts automakers

Automakers are getting ready for the big auto show in Detroit next week, but before they land there, many leaders in the auto industry are attending the Consumer Electronics Show (CES) in Las Vegas.

The show started today and will run through the 9th. Organizers says it's "the world's largest consumer technology tradeshow."

CNBC's Phil LeBeau says the show used to attract little attention from the auto industry, but that's changed since more electronic gadgets are finding their way into new cars and trucks.

LeBeau says the car makers are seeking new ways to increase their profits:

In car entertainment and connectivity, systems like Sync are increasingly must have add-ons for car buyers. And they have no problem paying for them. These systems drive higher transaction prices and greater profit margins.

Ford Motor Company President and CEO, Allan Mulally, will give a keynote address to the conference tomorrow at 11 a.m. CES Conference organizers say "Ford constantly innovates and launches new technologies, like SYNC with speech recognition, that make the driving experience safer through technology."