CES 2025: The Curious Absence of US Automakers

For years, CES (Consumer Electronics Show) was dubbed the “unofficial auto show”—a premier stage for automotive innovation. Yet at CES 2025, a striking trend emerged: not a single major US automaker had a significant presence. Here’s why the industry’s biggest players took a step back—and who stepped up instead.

A Decade of Dominance: US Automakers at CES

Historically, CES served as a launchpad for groundbreaking automotive reveals:

• General Motors:
  • Debuted the Chevrolet Bolt EV in 2016
  • Announced plans for personal autonomous vehicles in 2022
• Stellantis Brands (Ram/Chrysler):
  • Showcased the Ram 1500 BEV in 2023
• Ford:
  • Unveiled its Smart Mobility Plan (2015)
  • Revealed self-driving ambitions (2016) and EV roadmaps (2017)
  • Partnered on smart city cloud platforms (2018)

The 2025 Shift: Who Filled the Void?

This year, Chinese automakers dominated the automotive exhibits, including:

• Zeekr (Geely Holdings)
• Wey (Great Wall Motor)
• Xpeng

The only US-linked presence was Scout Motors, a Volkswagen Group spinoff.

Why Did US Automakers Bow Out?

1. Product Cycle Realities

Brian Moody of Kelley Blue Book notes:

“Automaker product cycles are much longer than consumer tech cycles. If there’s no major reveal, the ROI isn’t there.”

2. Evolving Marketing Strategies

With media fragmentation, automakers are reevaluating trade shows. Ford’s spokesperson confirmed:

“CES remains key for scouting tech trends, but we prioritized behind-the-scenes engagement this year.”

3. Strategic Resource Allocation

GM and Mercedes-Benz cited shifting priorities. Mercedes partnered with Xperi instead of hosting its own booth.

Who Did Show Up? Highlights from CES 2025

• Honda: Debuted its 0 Series EVs and Asimo OS
• BMW: Revealed a windshield-projected UI
• Toyota: Announced progress on its Woven City and orbital rocket projects

The Bigger Trend: Software & Automation Take Center Stage

With legacy automakers absent, CES 2025 spotlighted:

• Autonomous Driving: Zoox, Waymo, and May Mobility showcased robotaxis
• Sensors & Software: Aeva, Applied Intuition, and Sonatus demoed next-gen tech

Key Takeaway

The absence of US automakers signals a broader industry pivot—away from splashy reveals and toward targeted investments in AI, software, and infrastructure. As one analyst put it: “CES isn’t dying for automakers. It’s just evolving.”

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