Well, the rumors proved false: flying cars powered by banana peels and flax seed oil weren’t introduced at this year’s CES (although the Parrot does come close). But the show hasn’t been a complete loss for car tech enthusiasts, thanks to in-vehicle technology. It’s picking up speed, so to speak, and will soon change the way we interact with our rides.

One of the major players in the quest to transform your car’s interior is Microsoft Auto. Their in-vehicle tech combines software + Internet + devices to create seamless experiences. (Perfect for cruisin’ the Vegas strip.) Just activate your in-vehicle motherboard from your steering wheel or dashboard and throw out whatever command your heart’s desires (within reason… it can’t prepare you a delicious sea bass). But you can hook up your Bluetooth and use voice commands to call Steve Ballmer and ask him to prepare you a delicious sea bass, or you can text him hands-free (how bout U prep me a Cbass?). To which, he’ll text back, “filed restraining order.”

But we digress. Here’s a breakdown of the three players that had their hoods popped for CES in the Microsoft Auto booth:

Ford SYNC

What a difference a year makes. At CES circa 2009, the Ford Motor Company crashed the annual consumer electronics party with a bit of car-related news about partnering with Best Buy and Geek Squad on its SYNC technology. Fast forward 365 days (give or take) and not only is Ford making more automotive news at CES, but their CEO is holding court as a keynote speaker. Ford CEO Alan Mulally took the stage Thursday morning talking about his company’s focus on utilizing in-car technology to improve the overall experience for Ford drivers. The original in-vehicle technology to hit the masses, SYNC offers the standard phone and audio offerings as well as some extra bells and whistles like turn-by-turn navigation and proactive vehicle health reports. You’ll never have to wonder why your car won’t start because SYNC will give you the heads-up that you’re in need of a tune-up. Fun and functional… we like.

Ford also made a big splash with its Ford Work Solutions System. With the tag of “smart tools for tough trucks,” the target audience is someone working on a job site – think construction – that basically needs an in-vehicle office. Features include an in-dash computer system, Bluetooth calls, Garmin navigation, a 6.5-inch monitor, keyboard, Internet access and more. Users are able to edit and remotely print documents so they can work more productively on-site. You can also enable RFID (Radio-frequency identification) to ensure that your tools don’t walk off the job without permission.

Kia UVO

Kia is introducing its UVO system in Kia Sorento SUVs starting this June. It’s quite SYNC-ish. Activate the system through the steering wheel control and manage calls, texts and music. With a 4.3-inch LCD touch screen, UVO’s mission is to let the driver control the system without taking their eyes off the road. Navigation is in the works…

Fiat eco:Drive

Taking a green approach, Fiat’s eco:Drive taps into in-car diagnostics to help drivers improve fuel efficiency and reduce emissions. Driving data – acceleration, deceleration, gear changes and speed – are transferred from your Fiat to your computer through USB. The eco:Drive application monitors driving habits, and even suggests tips for greener driving.