The Consumer Electronics Show (CES), one of the world's largest consumer technology trade events, has increasingly become a focal point for the automotive industry, a trend that has evolved over the past decade. Notably, American automakers have historically used this platform to showcase vital advancements in electric and autonomous vehicle technology. However, this year's event revealed a significant absence of U.S. automotive giants, with many industry observers noting the growing prominence of international manufacturers, particularly from China.
General Motors (GM), led by Chairman and CEO Mary Barra, has previously made high-profile announcements at CES, including the introduction of the all-electric Chevrolet Bolt in 2016 and plans for personal autonomous vehicles in 2022. Yet, despite GM’s established history at the event, its presence this year was markedly minimal, as the company opted out of any significant exhibits or speaking engagements. A spokesperson for GM confirmed that while they had a small presence through partners, they are re-evaluating their engagement with trade shows based on year-over-year assessments and shifting priorities within the business.
The notable absence of U.S. automakers was echoed by Ford's spokesperson, Alan Hall, who stated that while they do not have an official activation at CES this year, they maintain a presence with engineering and design teams attending to scout new technologies and consumer electronics trends. Historically, Ford has leveraged CES to announce various initiatives including their Smart Mobility Plan and autonomous vehicle strategies, but this year marked a departure from that trend.
Industry experts, including Brian Moody, senior editor for Kelley Blue Book, discussed the inherent challenges automotive manufacturers face in participating in events like CES. Moody noted that “automaker product cycles are much longer than consumer product cycles,” contributing to the cyclical nature of automotive innovation reveals. This results in a reconsideration of the return on investment for manufacturers eager to foster consumer engagement and brand visibility.
In contrast to the absence of American automakers, several Chinese brands have seized the opportunity to fill the void at CES. Noteworthy among them is Zeekr, an EV brand under Geely Holdings, which showcased its innovations alongside brands like Wey and Xpeng. Such a shift in representation highlights a broader trend in the automotive landscape, where the spotlight is increasingly shifting toward electric vehicle advancements driven by international players.
The layout of the Las Vegas Convention Center underscored this trend, with extensive exhibits dedicated to automated driving and software technologies dominating the show floor. Key players in this space included autonomous vehicle companies such as Zoox and Waymo, which not only displayed their latest innovations but also offered media rides in Zoox's robotaxi. In addition, firms specialising in supporting technologies like sensors and software, such as Aeva and Applied Intuition, occupied significant exhibition space, indicating a pivot in automotive innovation focus from traditional manufacturers.
Mercedes-Benz, another automotive heavyweight, also opted out of a major presence at CES this year, instead deciding to collaborate with partner Xperi. Their absence from the show underscored a growing trend among legacy automakers to re-evaluate their strategies and public engagement.
While the show did witness participation from Honda and BMW, which used the platform to reveal details about their upcoming models and in-car technology, the overall narrative was significantly influenced by the burgeoning advancements in automated driving and software applications.
As the automotive industry continues to navigate the complexities of technological advancement and market expectations, the landscape at CES serves as a bellwether for emerging trends and priorities that are likely to shape the future of transportation and business practices within the sector.
Source: Noah Wire Services