CES 2025: Where Have All the US Automakers Gone?

In recent years, the Consumer Electronics Show (CES) has established itself as a significant platform for automotive innovation, causing many industry experts to suggest that it might be one of the most important auto shows of the year. This shift has been notable since several prominent U.S. automakers have made significant announcements and launches at this event, particularly during the past decade.

For instance, in 2016, Mary Barra, the Chairman and CEO of General Motors, utilized the CES stage to unveil the all-electric Chevrolet Bolt. Years later, in 2022, she returned to CES with exciting news about the company’s future plans, stating that General Motors would bring personal autonomous vehicles to market by “the middle of the decade.”

Conversely, other American brands owned by Stellantis, such as Ram and Chrysler, have utilized CES to highlight their upcoming electric vehicles; for example, the Ram 1500 BEV was a showcase item in 2023.

Ford has also maintained a prominent presence at CES over the years, using the event as a platform to share various technological advancements since at least 2011. This includes initiatives like their Smart Mobility Plan in 2015, ambitions for self-driving cars in 2016, unveiling their future EV lineup in 2017, and their City of Tomorrow vision in 2018, which focused on designing a cloud platform aimed at smart urban development.

However, the narrative at CES 2025 is notably different as none of the major American automakers are exhibiting this year, aside from Scout Motors, a U.S. spinoff from Volkswagen Group. In a striking contrast, a number of Chinese automakers have filled this gap, with brands like Zeekr, owned by Geely Holdings, alongside Wey from Great Wall Motor, and Xpeng, showcasing their electric vehicles.

This absence of U.S. automakers may be partly attributed to the longer product cycles in the automotive industry compared to consumer electronics, as noted by Brian Moody, a senior editor for Kelley Blue Book. He explained, “Automaker product cycles are much longer than consumer product cycles. Building a car in the real world takes longer.”

Moody also mentioned that automakers are reassessing their participation in events like CES, questioning the return on investment if they fail to generate significant consumer impressions. He highlighted how media fragmentation has intensified this concern among manufacturers.

Despite not having a visible display this year, Ford clarified that CES is still an important event for scouting emerging technologies and consumer electronics trends. They have sent an array of their engineering, design, supply chain, and product planning team members to observe and engage, with some employees participating in panel discussions, like those at the Connect2Car conference.

General Motors has also downscaled its presence at CES, with a spokesperson confirming no speaking engagements or dedicated booth space, stating the company annually evaluates its participation based on strategic business factors.

As one walks through the West Hall of the Las Vegas Convention Center, the noticeable absence of U.S. automakers is hard to miss. There are no intricate booths featuring American electric vehicles or in-car software innovations this year, which stands in stark contrast to past exhibitions.

While several automakers, including Honda and BMW, still participated, showcasing their future products and tech, the primary focus at the event appeared to be on automated driving and software developments. Established automakers did not present much in terms of autonomous driving technology, with companies dedicated to automated driving or related sensor technologies, such as Zoox, Waymo, and May Mobility, dominating the exhibition floor.

Software and sensor technology companies like Aeva, Applied Intuition, and Sonatus were also prevalent, signifying a shift in focus within the industry.

automakers, technology, CES, electric, vehicles