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European automakers abandon CES 2024 in industry exodus

Gone are the days of celebrity-studded car reveals at CES. This year, automakers are choosing quiet launches over Las Vegas spectacle—here's why.

,   and  Administrator
2 min read
The image shows a futuristic car on display in a museum, surrounded by barrier poles with ribbons....
The image shows a futuristic car on display in a museum, surrounded by barrier poles with ribbons. In the background, there is a wall with a painting of a person and some text, as well as lights on the ceiling. This car is part of the e25 porte concept, which is set to be unveiled in Paris.

European automakers abandon CES 2024 in industry exodus

European automakers are stepping back from CES 2024, marking a clear shift in the event's focus. Once a major stage for flashy car reveals and high-profile keynotes, this year's show will see only a handful of manufacturers attending. The move reflects changing priorities and rising costs in the industry.

In past years, German carmakers made headlines at CES with extravagant presentations. Audi once brought the cast of The Big Bang Theory onstage, while Mercedes' CEO Ola Källenius danced with futuristic avatars. BMW's former chief, Oliver Zipse, even shared the spotlight with Arnold Schwarzenegger in a buddy-comedy routine. But this year, most have pulled out entirely.

Volkswagen, Audi, Volvo, Peugeot, Ford, General Motors, and Honda have either cancelled their appearances or drastically scaled back. Mercedes will skip the event for its refreshed S-Class, opting instead for a small reveal at its own museum in Stuttgart. Stellantis, meanwhile, will limit its presence to a modest display at the Brussels Motor Show, avoiding the grand showcases its U.S. brands like Jeep and Ram once staged at CES.

BMW remains the sole major European automaker still exhibiting, but its reasons are practical rather than ambitious. The company will showcase its new flagship iX3, though its primary goal is to retain its outdoor exhibition space before non-automotive rivals claim it. Hyundai is another holdout, though its focus has shifted to AI robotics with a far quieter presence than before.

The decline in automotive participation comes as other industries take centre stage. Keynote speeches now feature tech firms like AMD, industrial giants such as Siemens and Caterpillar, and consultancies like McKinsey. For automakers, the cost of a high-impact CES exhibition—potentially reaching $10 million for a headline-grabbing slot—has become a major deterrent, especially as budgets tighten.

The absence of most European automakers from CES 2024 signals a broader industry retreat from the event. With only BMW and Hyundai maintaining a limited presence, the show's automotive spectacle has faded. Instead, carmakers are choosing smaller, more controlled events to unveil their latest models and technologies.

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