CES 2025: Where have all the US automakers gone?
The Auto Show That CES Became
In recent years, the Consumer Electronics Show (CES) transformed into something akin to an auto show. Historically, American automotive giants such as General Motors (GM) and Ford have leveraged this platform to make significant announcements. For instance, in 2016, GM CEO Mary Barra introduced the Chevrolet Bolt at CES, and by 2022 she declared GM’s intention to sell personal autonomous vehicles by mid-decade.
A Shift in American Presence
This year, the absence of American automakers at CES was conspicuous. While Scout Motors, a U.S. spin-off from VW Group, was present, the large American manufacturers were notably absent. In their stead, Chinese companies like Zeekr and Wey took center stage. Especially notable was Zeekr, owned by Geely Holdings, who occupied a prominent spot.
Reasoning Behind the Absence
"It's cyclical, that's the boring answer," noted Brian Moody, senior editor for Kelley Blue Book, explaining how automotive product cycles differ from those in consumer electronics. "Building a car in the real world takes longer." He also pointed out that the changing landscape of media means companies are reevaluating the return on investment from such shows.
Ford's spokesperson, Alan Hall, indicated that while the company didn't have an official display this year, CES remains crucial for understanding new technologies.
Other Contributions and Players
Despite key American brands missing, their representatives were involved in other ways. Ford employees, for instance, participated in panel discussions, sharing insights at the Connect2Car conference. GM, while not front and center, was present through partnerships.
Meanwhile, numerous tech innovations were highlighted by other automakers like Toyota and Honda, both of whom demonstrated advancements in automated driving and software.
The Rise of Chinese Automakers
The show reflected a significant rise in participation from Chinese automakers, with companies such as Great Wall Motor’s premium brand Wey and EV-focused companies like Xpeng enjoying the spotlight.
An Industry in Transition
Walking through the Las Vegas Convention Center, the focus on automated driving and software was undeniable. Companies leading in this sector such as Zoox and Waymo featured prominently, offering insights into the future of mobility.
Conclusion
CES 2025 highlighted a shift in the automotive industry’s approach to major trade shows. With a significant presence from Chinese automakers and a focus on technology and software advancements, the event underscored a transformative period for traditional car manufacturers.