The Evolution of CES: From Consumer Tech to Automotive Showcase
For years, industry insiders have jested that CES, one of the largest global consumer tech exhibitions, had morphed into an auto show. With good reason—GM’s CEO Mary Barra unveiled the all-electric Chevrolet Bolt on the CES stage in 2016. Fast forward to 2022, and Barra announced GM’s plans to release personal autonomous vehicles by mid-decade. Meanwhile, brands like Ram and Chrysler have showcased their future EVs at CES, including the Ram 1500 BEV in 2023.
- In 2011, Ford introduced its Smart Mobility Plan.
- By 2016, Ford shared its self-driving car ambitions.
- In 2017, Ford presented its future EV lineup.
- In 2018, the brand unveiled its “City of Tomorrow” vision.
“Automaker product cycles are much longer than consumer product cycles. Building a car in the real world takes longer,” said Brian Moody, senior editor for Kelley Blue Book.
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This year marked a shift as U.S. automakers were notably absent from CES, except for VW Group’s U.S. spinoff Scout Motors. Chinese automakers like Zeekr, owned by Geely Holdings, filled this gap alongside brands like Wey and Xpeng. According to Brian Moody, this absence is part of a natural product cycle that differs from consumer electronics.
Automakers are reassessing the value of their presence at such shows amid concerns about media fragmentation and return on investment. Ford’s Alan Hall confirmed that while they didn’t have an exhibit this year, they still sent teams to explore new technologies and trends.
Despite some presence through partners, GM had no significant engagements at CES this year. This absence was palpable while walking through the West Hall of the Las Vegas Convention Center where vehicle tech was displayed. Major U.S. automaker exhibits were missing, replaced by Chinese brands and other international companies like Mercedes-Benz which chose not to exhibit this year after strategic considerations.
Automated driving and software emerged as key themes at CES. Companies such as Zoox and Waymo showcased advancements in automated driving technologies, with Zoox even offering robotaxi rides for media attendees. The exhibition floor was rich with software and sensor companies like Aeva, Applied Intuition, and Sonatus leading the charge in innovation.
