. >> commissioner jessica rosenworcel has given you credit for an idea, she calls it the race to the top where you would basically incentivize someone to come up with a way to use spectrum, perhaps 50 or 100 more times better and then if they do that, they would get a license for some spectrum. can you -- is this something you've proposed, and give us a sense for what you hope this would accomplish? >> guest: well, the issue is to motivate people to use this new spectrum and what commissioner or rosenworcel and i suggested is literally a contest. it's a process that would take perhaps ten years because we have to have various steps. but we're suggesting the objective is to demonstrate that you can operate the spectrum at least 100 times more effectively than is being done today. i now think that we were much too soft. it ought to be more than 100 times. but just think of what happens. if you go through this process, you ask people to demonstrate on paper that they can do this, and you sort out the people who have the best solutions, and then you go to the next step, and they have to

. >> that was jessica rosenworcel from the fcc. mercedes wants to win the self driving car race.will hear from the luxury german automaker on the best of "bloomberg west." ♪ >> i'm cory johnson. this is the best of "bloomberg west." the future of automobiles, every year it's on display at the consumer electronics show. most of the automakers were in attendance showing off their greatest connected cars. brad stone caught up with the daimler ceo. they talked about a new mercedes concept car. >> this prototype drives autonomously. it gives you space and room. you can sleep, you can work, you can have video conferencing. you are in the middle of the internet at the same time moving from a to b. this is groundbreaking. >> the appearance of the vehicle is so striking. what inspired the designers? >> we wanted to design the future. the reinvention of the automobile. that should be shown by the style as well. we started in 1886. it was a carriage. you are sitting opposite the four passengers at a carriage in former times. >> i'm struck in talking to automakers how few companies are talki