The Auto Show That Just Isn't What It Used to Be
Every year, the world's top car manufacturers gather at Consumer Electronics Show (CES) in Las Vegas to showcase their latest innovations and technologies. But this year was different. As a senior Mercedes executive so candidly pointed out just a few years ago, CES has become less about new cars and more about the technology that makes them go.
At last week's CES, it was clear that the center of gravity for the auto industry had shifted – both technologically and geographically to China. Chinese automakers were nowhere to be seen, but their presence was felt through the announcements made by Western companies, such as Lucid, Uber, and Nuro, who showcased their robotaxi projects.
Ford revealed plans to offer eyes-off, hands-free driving on its new Universal EV Platform in 2028, while Hyundai unveiled a robot called Atlas that would assist in "real manufacturing environments." However, actual cars were scarce. Even Sony and Honda, two well-established automakers, wheeled out their Afeela 1 car, but promised it's finally coming to customers later this year.
Industry insiders point to the US car industry's struggling sales numbers as a major reason for the lack of new car announcements at CES. "A decade ago, you wouldn't have thought CES would be for cars – but then every car manufacturer was there," says Philip Nothard, Cox Automotive's Insight director. "[For auto] CES has now probably had its day."
The shift in the industry's focus is attributed to China becoming the hub of automotive innovation and technological advancement. Chinese companies are investing heavily in autonomous driving technology, software-defined vehicles, and electrification, which are no longer considered novelty concepts.
"CES used to matter to carmakers because the industry was borrowing technological credibility from Silicon Valley," says Andy Palmer, former COO of Nissan and former CEO of Aston Martin Lagonda. "Today that relationship has flipped. Automotive tech is no longer an exciting novelty, it’s to be expected."
The Chinese auto expo in Shanghai has become more strategically important than CES for many manufacturers, as it offers a platform to showcase their products outside of China.
"It's not just about being seen; it's about the actual technology and business," says Daniele Ministeri, senior consultant at automotive analysts JATO. "Chinese automakers are making huge investments in IAA Mobility, Europe's largest car convention."
The industry is now shifting towards a more rapid and agile approach to innovation, with Chinese companies leading the way. As Philip Nothard notes, "Look at Chinese manufacturers' lead time: from R&D to deliveries in two years on average. They're bringing cars to the market very quickly. A traditional manufacturer's average is seven years."
For CES to regain its importance, another seismic shift in the evolution of vehicles will be necessary – one that takes into account the rapidly changing landscape of the auto industry.
Every year, the world's top car manufacturers gather at Consumer Electronics Show (CES) in Las Vegas to showcase their latest innovations and technologies. But this year was different. As a senior Mercedes executive so candidly pointed out just a few years ago, CES has become less about new cars and more about the technology that makes them go.
At last week's CES, it was clear that the center of gravity for the auto industry had shifted – both technologically and geographically to China. Chinese automakers were nowhere to be seen, but their presence was felt through the announcements made by Western companies, such as Lucid, Uber, and Nuro, who showcased their robotaxi projects.
Ford revealed plans to offer eyes-off, hands-free driving on its new Universal EV Platform in 2028, while Hyundai unveiled a robot called Atlas that would assist in "real manufacturing environments." However, actual cars were scarce. Even Sony and Honda, two well-established automakers, wheeled out their Afeela 1 car, but promised it's finally coming to customers later this year.
Industry insiders point to the US car industry's struggling sales numbers as a major reason for the lack of new car announcements at CES. "A decade ago, you wouldn't have thought CES would be for cars – but then every car manufacturer was there," says Philip Nothard, Cox Automotive's Insight director. "[For auto] CES has now probably had its day."
The shift in the industry's focus is attributed to China becoming the hub of automotive innovation and technological advancement. Chinese companies are investing heavily in autonomous driving technology, software-defined vehicles, and electrification, which are no longer considered novelty concepts.
"CES used to matter to carmakers because the industry was borrowing technological credibility from Silicon Valley," says Andy Palmer, former COO of Nissan and former CEO of Aston Martin Lagonda. "Today that relationship has flipped. Automotive tech is no longer an exciting novelty, it’s to be expected."
The Chinese auto expo in Shanghai has become more strategically important than CES for many manufacturers, as it offers a platform to showcase their products outside of China.
"It's not just about being seen; it's about the actual technology and business," says Daniele Ministeri, senior consultant at automotive analysts JATO. "Chinese automakers are making huge investments in IAA Mobility, Europe's largest car convention."
The industry is now shifting towards a more rapid and agile approach to innovation, with Chinese companies leading the way. As Philip Nothard notes, "Look at Chinese manufacturers' lead time: from R&D to deliveries in two years on average. They're bringing cars to the market very quickly. A traditional manufacturer's average is seven years."
For CES to regain its importance, another seismic shift in the evolution of vehicles will be necessary – one that takes into account the rapidly changing landscape of the auto industry.
. it used to be all about new cars and tech, but now it's like just tech and not much else 
. chinese companies are killing it over there with their innovation and production speed 
️. they're making those traditional manufacturers look slow and stale in comparison. it's no wonder why they're focusing on the shanghai expo instead 
. for ces to get back on track, something major needs to happen in the auto world 
. maybe a new kind of vehicle that changes everything? 
... I mean, where's the excitement around new car models? It feels like we're more about tech than the actual cars 
. I get it, innovation is key, but don't we want to see some sweet rides on display too? 
. Maybe that's just me... still holding out hope for some sick car reveals at the next show! 
). Ford and Hyundai were like "hey, we got this" with their robotaxi projects 
. The US industry is struggling, so I guess that's why new car announcements were low-key. But for CES to come back strong, there needs to be another major shakeup in the auto world 
.
. The US car industry needs a major wake-up call if it wants to compete with that 
. And honestly, I kind of love how the Chinese auto expo in Shanghai is becoming more important than CES for many manufacturers 
. It's all about adapting and evolving, right? 
. I mean, who doesn't love a good car show, right? 
. I'm all about progress and advancement, especially when it comes to electric vehicles (EVs) 
. We need more companies like Lucid, Uber, and Nuro pushing the boundaries of what's possible 
. And I'm loving the fact that Ford is investing in hands-free driving technology - can you imagine not having to touch the wheel at all? 
. It's no longer just about flashy designs or powerful engines, it's about making a real impact on people's lives 
.
! Bring on the future of cars - I'm ready 
... I mean, what's the point if you're not showing off your latest models? 
? Ugh, I'm all confused now 
!
. And don't even get me started on Ford's eyes-off driving tech, when can I try that out? 
. Maybe we'll see some more excitement at the Shanghai auto expo or maybe a major player will surprise us with something new... fingers crossed 
. Ford's hands-free driving feature and Hyundai's Atlas robot are just two examples of what we'll see more of in the future. Not as many new car models were shown this year, but who cares about that? 
. It's like, what did we expect? Cars would magically become more efficient and exciting again? Give me a break 
. It's gonna take a major shift in the game for CES to regain its spot as the top auto show again 
. but at the end of the day, it's not about ces anymore, it's about china and its auto expo in shanghai 
. I mean, the auto show used to be all about showing off new rides, but now it's all about tech and innovation. China is definitely on the rise in the automotive world 
. But, I gotta agree with you, it feels like the industry has shifted its focus and now CES isn't the big deal it used to be 