CES 2025: US Automaker Absence

The Shifting Landscape of CES: From Auto Show to Tech Showcase

For the past ten years, a common observation within the industry has been that the Consumer Electronics Show (CES) – a globally significant consumer technology trade event – had increasingly resembled an automotive exhibition. Some even considered it the year’s most important auto show.

Automakers' Previous Prominence at CES

Substantial evidence supported this claim. In 2016, Mary Barra, Chairman and CEO of GM, utilized the CES platform to unveil the all-electric Chevrolet Bolt. Further solidifying this trend, Barra announced in 2022 that General Motors intended to market personal autonomous vehicles by “mid-decade.”

Ram and Chrysler, both brands under the Stellantis umbrella, have consistently leveraged CES to preview forthcoming electric vehicles, including the Ram 1500 BEV showcased in 2023.

Ford, arguably, has been the most consistently visible automotive exhibitor at CES. Since 2011, the U.S. automaker has used the event for numerous technology-focused announcements, such as the Smart Mobility Plan in 2015, its self-driving vehicle initiatives in 2016, its future EV portfolio in 2017, and the City of Tomorrow concept in 2018, which involved developing a cloud platform with Autonomic for smart city applications.

A Notable Absence of American Automakers in 2024

However, this year witnessed a significant change. No major American automakers had a dedicated presence, with the exception of VW Group’s U.S.-based spinoff, Scout Motors. This void was notably filled by several Chinese automotive manufacturers, including Zeekr – the EV brand owned by Geely Holdings – as well as Wey, a premium brand from Great Wall Motor, and Xpeng.

Brian Moody, senior editor for Kelley Blue Book, suggested this absence might be due to the natural product development cycle inherent in the automotive industry, which is longer than that of typical consumer electronics. He described it as “cyclical,” emphasizing the extended timeframe required to bring a car to market.

Rethinking the Value of CES Participation

Moody also pointed out that automakers are re-evaluating the return on investment (ROI) of participating in events like CES. He questioned the value of exhibiting without generating substantial consumer impressions, particularly given the increasing fragmentation of media channels.

A Ford spokesperson confirmed the company’s reduced presence this year, stating that while there were no formal displays or announcements, CES remains valuable for scouting emerging technologies and trends in consumer electronics. A team from engineering, design, supply chain, and product planning were present.

Several Ford employees participated in industry panels, such as the Connect2Car conference.

GM and Mercedes-Benz Scale Back Their Involvement

GM maintained a limited presence through partnerships, but did not host any speaking engagements or a dedicated booth. A spokesperson explained that the company regularly assesses its participation in trade shows and adjusts its strategy based on evolving business priorities.

The absence of prominent U.S. automaker booths was readily apparent on the show floor of the West Hall of the Las Vegas Convention Center, the primary location for vehicle technology exhibits. Elaborate displays showcasing EVs or in-car software from American companies were conspicuously missing.

Mercedes-Benz also opted to forgo a large exhibit at CES, following “careful consideration and evaluation of our strategic direction,” according to spokesperson Patrick Kuom. The company did maintain a presence at the booth of its partner, Xperi.

Remaining Automotive Presence and a Shift in Focus

Some automakers, like Honda, which presented its 0 Series vehicles and Asimo operating system, and BMW, which unveiled updates to its in-car user interface, were still represented. Toyota also generated attention with its announcement regarding the completion of the first phase of its Woven City living laboratory and its investments in orbital rockets.

However, the dominant themes of the show were automated driving and software development. Legacy automakers had comparatively little to showcase in these areas.

Instead, the majority of the exhibition space was occupied by companies specializing in automated driving technologies – including sensor developers – and software solutions. Leading autonomous vehicle companies like Zoox and Waymo had exhibits, alongside firms such as May Mobility and Tier IV from Japan.

A wide array of software and sensor companies were also present, including Aeva, Applied Intuition, and Sonatus, among others.