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CES 2025, the annual consumer tech conference held in Las Vegas, is upon us — and this is where you…
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The old chestnut tree passed around by industriousness watchers for the past X was thatCES — one of the world ’s large consumer tech trade issue — had turned into an car show . Maybe even the most important motorcar show of the twelvemonth .
And there was ample evidence of that . GM Chairman and CEO Mary Barra used theCES stage in 2016to precede the world to the all - electric Chevrolet Bolt . In 2022 , Barra made another large splash at CES when she declare that General Motors wouldsell personal autonomous vehiclesby “ the middle of the decade . ”
Meanwhile , Ram and Chrysler — two American brands have by Stellantis — have used CES to show off future EVs , including theRam 1500 BEVin 2023 .
Ford has been perhaps the most visible CES exhibitor — at least on the self-propelling front . The U.S. automaker has used CES for a bevy oftech - related announcementssince at least 2011 , including its Smart Mobility Plan in 2015,self - driving motorcar ambitionsin 2016,future EV lineupin 2017 , and its City of Tomorrow vision in 2018 that include building acloud platform with Autonomicfor smart city .
This class , not one American automaker can be found , unless you count VW Group ’s U.S. spinoffScout Motors . Several Chinese auto maker filled that nothingness , notably Zeekr , the EV brand owned by China ’s Geely Holdings . Wey , a premium brand under Great Wall Motor , and Xpeng also had cubicle .
Their absence seizure could be assign to the normal ware cycle , which in automotive is long than other consumer electronics , Brian Moody , older editor for Kelley Blue Book , severalize TechCrunch . “ It ’s cyclical , that ’s the boring answer , ” he said in a late audience . “ auto manufacturer product cycles are much longer than consumer product hertz . build a railcar in the real cosmos takes longer . ”
He also enounce carmaker are start out to rethink their bearing at shows like CES . “ If you ’re not generating 10 of one thousand thousand of impressions to consumer , what ’s the return on investment ? ” he mused , adding that media atomization has contributed to this concern .
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Ford spokesperson Alan Hall enjoin TechCrunch that while the society does n’t have an activating ( video display or news announcements ) this year , “ CES continue an important show for scouting of new applied science and trend in consumer electronics so we will have a presence with a routine of our engineering , design , supply range of mountains , and intersection provision team phallus there . ”
Some Ford employees , for illustration , take part in panel discussions , such as at the Connect2Car league .
GM had a small presence through a few partners , but no speaking engagement or kiosk , a spokesperson confirmed , noting that with all tradeshows , the party evaluates year - over - twelvemonth and adjusts based on various business gene and priorities .
Regardless , walking the trading floor of West Hall of the Las Vegas Convention Center — where virtually all vehicle technical school can be found — the lack of U.S. automakers was celebrated . The elaborate booth showcasing EVs or in - elevator car software from U.S. fellowship were nowhere to be found .
And it gallop to other automakers like Mercedes - Benz that have traditionally had large display at CES .
Mercedes made the decisiveness to hop CES after “ heedful consideration and evaluation of our strategic direction for the upcoming yr , ” spokesperson Patrick Kuom told TechCrunch , adding that the caller has a presence at the booth of partner Xperi .
There were a couple of car maker there such as Honda , which showcased its two vehicles in its upcoming 0 Series as well as its underlying Asimo operating scheme , and BMW , which give away more about itsnew in - motorcar user user interface . Toyota also made a spattering with its press conference harbinger it hadcompleted the first phaseof its living laboratory Woven City and that it was research and investing in orbital rocket salad .
But the main theme was automated driving and software — and the legacy automakers did n’t have much to show on that front . or else , companies working on automated driving — or the sensors that support it — and software took up the bulk of the story . AV giant Zoox and Waymo had exhibits ( along with Zoox robotaxi rides for media ) alongside others like May Mobility and Japanese company Tier IV .
Software and sensing element companies also abound , including Aeva , Applied Intuition , and Sonatus — to name just a few .
From the Storyline:Live Updates CES 2025: The final reveals and analysis as the event nears its end
atomic number 58 2025 , the annual consumer tech group discussion contain in Las Vegas , is upon us — and this is where you …
