Traditional car manufacturers are increasingly present at the CES (Consumer Electronic Show) in Las Vegas, the largest in terms of new technologies. To the point that we come to wonder if they do not confuse it with a classic motor show.
CES Las Vegas is the largest international trade show dedicated to tech. It covers extremely varied subjects, which Numerama echoes, and among which mobility naturally finds an increasingly important place over the years. Based on the principle that cars are more and more connected, intelligent, dependent on software developments, car manufacturers and suppliers have invaded the aisles of the international show to exhibit their innovations and new products. With each edition, there are more and more of them.
Many car manufacturers keep in mind that this is a tech show, for which the media and the public travel to discover the latest trends. Like Sony and its Afeela brand, or BMW, which presented its i Vision Dee concept in 2023, which is much more than just an electric car. On the other hand, other manufacturers only seem to see it as a way of addressing the North American market, losing a bit of the tech and innovation spirit of the show.
Motor shows, in decline, could be replaced by tech shows
Initially, the two types of show complemented each other in the strategy of the different automobile groups. Except that international car shows, such as the Paris Motor Show, the IAA in Munich or the Geneva International Motor Show for Europe are losing momentum or completely absent from the international program. They are increasingly shunned by exhibitors, as we saw during the last Mondial de Paris.
The American salons in Detroit and Los Angeles are also experiencing a marked slowdown in their attendance. On the other hand, tech fairs, despite the pandemic, continue to attract exhibitors, media and visitors. For the major brands, they have become an opportunity to unveil products on a large scale, even if the tech aspect is not always present, which we may regret.
Volkswagen, Mercedes and Stellantis sometimes flirt with the irrelevant
The presence of certain manufacturers on the 2023 edition was mainly due to the ambition to communicate with the American target:
- Volkswagen presenting a camouflaged version of the ID.7, which will be marketed in the USA.
- Mercedes announces the launch of its own charging network in North America.
- RAM from the Stellantis group, which presented its 100% electric Ram 1500 Revolution concept, intended for North America.
Peugeot’s choice to present its Inception concept at CES Las Vegas rather than in Paris also raises questions. Even if the technology is present in the concept, the brand is completely absent from the North American territory. It remains a surprising decision by the Stellantis group to invest more heavily at CES in Las Vegas than at the Mondial de Paris. Even if Chrysler, Dodge and Ram play locally.
Over the years, many manufacturers have taken advantage of the showcase offered by the CES, even if it was only a question of going there for the launch of electric vehicles without a major technological revolution. Many catch up with other novelties on subjects much closer to the initial theme of the show.
The CES is no longer just the show for automotive startups that are launching
Several electric vehicle projects have been launched thanks to the media coverage of CES. Several “Tesla killers” such as Byton, Faraday Future (which is still present in 2023) have started their adventure with demonstrations full of promise and innovation.
Other brands such as Vinfast (Vietman) and Togg (Turkey) use it as a global showcase to support the launch of their brand and range internationally. In their case, it is a question of visibility.
Mobility is changing. Cars are now electric, connected, entertaining, even autonomous. The CES show has always known how to evolve with the times. In the end, there is no longer anything surprising in its becoming one of the unmissable meetings for certain car manufacturers to confront GAFAM and other startups. Even if, sometimes, we would like a little more tech in a tech fair.
