Some Car Companies Hit the Brakes on CES

Matthew Guy
by Matthew Guy
some car companies hit the brakes on ces

To say that large events are spitting and sputtering their way back into action would be massively underselling the challenges facing promoters and showrunners in the age of Covid variants and travel-related headaches. While some car-related sporting events have been carried out – witness the various and sundry major auto races this year – indoor events like trade shows continue to have challenges.

The latest? CES in Vegas. After becoming the defacto replacement for the Detroit Auto Show at this time of year, more than a few carmakers have decided to pull out of the event after promising big reveals this year at one of the world’s largest tech shows.

And before you all get your knickers in a knot, it is true that CES usurped Detroit in the latter’s waning years – like it or not. The convention center in Vegas quickly became a hotbed of new tech-related car reveals once OEMs figured out there were (overall) more eyes there than in their backyard. Surrounded by technology and like equipment, it made a lick of sense to introduce THE FUTURE at such an event – be it an electric vehicle or some sort of gee-whiz software. We will also postulate that it’s easier to get people to attend a January event in the desert than in the frostbitten environs of Michigan.

General Motors announced its intention to scale back its in-person displays at CES, including the unveiling of their new all-electric Silverado, which has been moved to an online event. The timing of this truck’s launch is said to remain the same, just absent boots on the ground in Vegas. In a similar tent, companies such as Waymo have also bailed on CES for this year.

Not all car companies are scuttling away. As of this writing, Stellantis is still in the mix, planning to bring their Chrysler Airflow concept vehicle along with some other out-of-market machines like the Citroën Ami urban EV. Why is the latter on display when it has no chance of plying American streets? Company suits are calling them “tangible waypoints” in the group’s efforts to shift its attention to all things electric. More relevant to short-term sales at home is the Grand Cherokee 4xe, which will also be in attendance.

Speaking of sales on this side of the pond, VinFast will also have a presence at CES, showing off their entire launch lineup in one fell swoop. Three of them will be shown for the first time, representing VinFast’s entry into the A-, B-, and C-class segments of electric vehicles. The VF e35 and VF e36, playing in the D and E segments, were released at the LA Auto Show in November 2021. At CES, they’re also planning to show off their suite of tech, including automated parking and summon-like features plus several strategic partnerships with other companies.

Owned and produced by the Consumer Technology, CES 2022 will take place in person and digitally from Jan. 5th – 8th in Sin City.

[Image: GM]

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3 of 5 comments
  • SCE to AUX SCE to AUX on Dec 28, 2021

    If these shows demonstrably improved the bottom line, mfrs would go. Instead, I think Covid is a convenient and PC way for them to back away from another resource drain. Don't look for them to return post-Covid, whenever that is. Chrysler and VinFast will attend because they have nothing to lose by doing so.

    • SoCalMikester SoCalMikester on Dec 28, 2021

      when are advertisers going to learn most people use an adblocker and cant see the ads anyway?

  • Socrates77 Socrates77 on Dec 28, 2021

    GM has nothing to show, last year they show a flying car and it was all bs to raise their stock. But people are beginning to see that gm cares more about on advertising than building quality automobiles.

  • CoastieLenn So the Camaro is getting the axe, the Challenger is belly up, the Charger is also fading out of existence. Maaaaan Michigan better have a game plan on how to inject some soul back into the American carscape. The Mustang and Corvette can't do it on their own. Dark times we're living in, bro's. How long do you think it'll be before the US starts to backpedal on our EV mandates now that the EU has rolled back their ICE bans with synthetic fuel usage?
  • Duke Woolworth We have old school Chevrolet Bolts, only feasible to charge at home because they are so slow. Travel? Fly or rent luxury.
  • Styles I had a PHEV, and used to charge at home on a standard 3-pin plug (240v is standard here in NZ). As my vehicle is a company car I could claim the expense. Now we are between houses and living at the in-laws, and I'm driving a BEV, I'm charging either at work (we have a wall-box, and I'm the only one with an EV), or occasionally at Chargenet stations, again, paid by my employer.
  • Dwford 100% charge at home.
  • El scotto Another year the Nissan Rogue is safe.