GM Skips CES 2023, Show Still On

GM Shifts to Digital Presence at CES 2022

Update: A revised statement has been provided to TechCrunch by Gary Shapiro, head of the Consumer Technology Association (CTA).

Over the past few years, the Consumer Electronics Show (CES) has experienced a substantial growth in participation from automotive companies. While not traditionally an auto show, the increasing emphasis on technology within the automotive industry is transforming the event. Recently, General Motors joined a growing list of major companies opting out of a physical presence at this year’s CES.

Company Announcement

The company announced its decision to transition to a fully digital approach for its CES 2022 activities. Despite this change, GM confirmed it will proceed with its scheduled announcements on January 5th, including the unveiling of the Chevrolet Silverado EV.

Keynote and Vehicle Debut

This represents a significant alteration for GM, particularly given their extensive planned involvement, which included a keynote address delivered by CEO Mary Barra. The in-person debut of the all-electric Chevy Silverado will also now occur virtually. Ms. Barra will deliver her presentation remotely.

Growing Trend of Cancellations

GM is not the first automaker to adjust its CES plans, but it is the most prominent to do so. Waymo and Intel, through its Mobileye division, have made similar announcements. Interestingly, U.S. Transportation Secretary Pete Buttigieg remains scheduled for an interview with Cristiano Amon, President and CEO of Qualcomm.

Widespread Impact

A number of other major companies have also withdrawn from in-person participation, including:

Google
Lenovo
T-Mobile
AT&T
Meta
Twitter
Amazon
TikTok
Pinterest
Casio

Several prominent media organizations are also no longer attending. Nvidia, however, had initially planned a virtual-first approach.

Omicron Variant Concerns

Following a successful navigation of the initial COVID-19 wave in early 2020, CES was anticipated to mark a significant return to in-person technology events. However, the emergence of the omicron variant has prompted a reevaluation of plans by numerous companies, both large and small.

CTA’s Position

As of earlier today, the CTA, the organization governing the show, still intends to proceed with the event. They are implementing enhanced safety protocols, including mandatory vaccination requirements.