Will CES be the new auto show?
Fifteen years ago, an automaker participated in the annual tech show. This year, the West Hall of the Las Vegas Convention Center was filled with more than 300 of his automotive exhibitors, making it the largest number of visitors during his four-day show, which ends on Sunday.
“[Past]car and automotive presence has really showcased aftermarket auto accessories and speakers and things of that nature,” said John, acting show director and vice president at the Consumer Technology Association. Kelly said. “But now we have the entire automotive ecosystem here.”
And CES has become the go-to show for big brands to showcase the latest tech and gadgets in the automotive industry.
Oliver Zipse, chairman of BMW AG, touted how luxury brands are creating a digital environment for their cars in his keynote address Wednesday night. The automaker introduced the latest prototype, his four-door sedan with a windshield that can be changed to numerous colors and patterns and acted as a screen.
Stellantis, created in 2021 by the merger of Fiat Chrysler and PSA Peugeot, gave a keynote on Thursday night showing a concept version of the Ram 1500 Revolution, an electric pickup truck built into a new frame that incorporates a battery pack. Announced. Meanwhile, Sony and Honda have shown their prototype EV, the Afeela, to the public for the first time as a result of a partnership announced in October, and Volkswagen has given a glimpse of his ID.7, its first all-electric sedan. did.
Automakers and their suppliers are gearing up for a future filled with high-tech vehicles. Show producer He CTA said this year’s auto industry exhibitors will showcase products and services primarily related to his EVs, self-driving cars, and in-vehicle experiences such as new screens, voice control features and services. .
Marcus Collins, associate professor at the University of Michigan Ross School of Business, said the growing presence of the automotive industry at CES shows the pace of innovation in automotive technology. Showing these features and products, he said, at a high-profile trade show like CES would signal to the public that automobiles could be considered consumer technology.
“It has to be,” said Collins. “Cars have always been at the crossroads of new technology, but technology is accelerating so much that lead times to make new cars have to look to the future. , is in the technology business and people expect the new technology they are buying to be adaptable to the cars they own.”
It was very different from fifteen years ago. At his CES in 2008, he had one automaker that attended in partnership with Microsoft, Kelley said. Other trade shows have also often been the arena for auto brands to unveil, such as when General Motors unveiled his plug-in electric bolt concept at the 2008 North American International Auto Show in Detroit.
Today, CES puts auto suppliers and automakers at the forefront, with many taking advantage of it to announce new releases and concepts. It may also continue due to rescheduling of the Detroit Auto Show. In competition with CES, he moved from late January to summer to make the annual event attract more attendees and feature outdoor event space.
The new schedule is something Volkswagen appreciates. Mark Gillies, director of public relations and reputation at the Volkswagen Group of America, said the German car brand Volkswagen Group has been working on new technology for EVs and another new feature, “digital camouflage,” which changes the paint color. I wanted to show off the functionality.
“CES felt perfectly timed for the launch of the car,” Gillies said in an email. plug.”
McKenna Ross is a member of Report for America, a national service program that places journalists in local newsrooms. Please contact her at mross@reviewjournal.com.follow @mckenna_ross_ on Twitter.
