This year, the chief technical officer of Aptiv APTV 1.21% PLC wants to demonstrate how the technology might actually be deployed in real life. Aptiv, the automotive-technology company formerly known as Delphi Automotive, is partnering with ride-hailing startup Lyft Inc. at this week's show to give free rides in self-driven cars between the convention center and most of the big hotels. The goal is to show how its technology could be deployed in a self-driving car service. "This year is kind of pivoting away from technology demonstrations to really showing the applications," Mr. DeVos said. The convergence of Silicon Valley and the Motor City has helped propel CES, held here every January, into an automotive industry event that rivals the North American International Auto Show, taking place next week in Detroit.