Automakers are scaling back their participation at CES, the world’s largest consumer electronics and IT expo, as they shift focus from innovation to sales. Unlike in previous years, when companies competed to showcase cutting-edge technologies, CES 2025 will see smaller booths and a greater emphasis on business engagements.
Experts attribute this trend to the “EV chasm,” a temporary stagnation in demand prior to mass adoption, coupled with declining sales and aggressive restructuring driven by economic pressures and competition from Chinese electric vehicle makers.
Reflecting these challenges, only five major automakers—Volkswagen, BMW, Honda, Mitsubishi, and Suzuki—are confirmed to exhibit at CES 2025, which runs Jan. 7–10 in Las Vegas. While this matches the number of participants at CES 2024, their approach has shifted. Many plan to downsize their booths or operate meeting spaces instead of showcasing new technologies.
In recent years, CES gained a reputation as the “Las Vegas Motor Show,” with companies like Hyundai, Kia, and Mercedes-Benz unveiling transformative concepts such as software-defined vehicles, hydrogen technology, and AI integration. However, CES 2025 is expected to draw less attention to mobility.
Hyundai and Kia have opted out entirely, as have U.S. automakers Ford, General Motors, and Stellantis. Toyota will return but plans to forgo a traditional exhibit in favor of operating a sales-focused meeting space under its North American subsidiary. Similarly, Mercedes-Benz will participate through its U.S. branch, marking a step back from its previously prominent global presence.
The slowdown in automakers’ participation highlights broader industry challenges. CES has traditionally served as a platform to spotlight EV advancements, but the slower pace of electrification has limited the range of new technologies companies can showcase.
“CES is about envisioning the future, but right now, it’s hard to look ahead when profits are plummeting,” said an industry insider, underscoring how falling margins and restructuring pressures have forced automakers to focus on survival rather than innovation.
