The Absence of Tesla and US Automakers at CES 2024 Highlights Supplier Innovation
Honda was one of just a few global car makers with a big unveiling in Las Vegas
Despite the absence of the highly anticipated Tesla Cybertruck and major US automakers such as Ford, General Motors, and Stellantis, CES 2024 still managed to captivate audiences with innovative concepts and technological advancements. While Tesla’s non-appearance was unexpected, it was the suppliers that stole the show.
Tesla’s Surprising No-Show
Many were surprised by Tesla’s absence at CES, especially considering its reputation for pushing the boundaries of automotive technology. Rumors of the Cybertruck being featured in Tesla’s underground Vegas Loop were quickly debunked, raising questions about the truck’s compatibility with the tight tunnels. It appears that Tesla may have opted out of CES due to the intense scrutiny from the tech press as they address early issues with the Cybertruck.
US Automakers Missing in Action
In addition to Tesla, major US automakers Ford, General Motors, and Stellantis were also absent from CES. Stellantis cited cost-saving measures following a union stand-off as the reason for their withdrawal. Ford, a regular attendee since 2011, showcased its electric Focus in previous years, while Chevrolet unveiled its electric Silverado pick-up. The absence of these automakers highlights the changing landscape of auto shows and the need for manufacturers to adapt.
Unveilings and Teasers
Despite the notable absences, Honda and Kia stepped up with thought-provoking concept unveilings. Volkswagen and Mercedes-Benz teased their new Golf and electric G-Class respectively, while Turkish EV maker Togg showcased a new saloon. BMW, a regular participant at CES, scaled back its involvement this year, focusing on smaller-scale tech advancements like augmented-reality glasses.
The Rise of Suppliers
CES has become one of the world’s largest auto shows, emphasizing the importance of technology in the automotive industry. However, it relies on manufacturers to create excitement alongside the tech-focused suppliers that consistently deliver innovative solutions. Companies like Bosch, Hyundai Mobis, Magna, Marelli, Mobileye, and Qualcomm showcased their advancements and provided early insights into the future of cars. The collaboration between manufacturers and suppliers is crucial in shaping the automotive industry’s future.
As CES continues to evolve, it must strike a balance between showcasing tangible representations of the future envisioned by suppliers and captivating displays from manufacturers. With supplier innovation taking center stage at CES 2024, it is evident that they play a vital role in driving the automotive industry forward.