Automakers increasingly dependent on CES show in drive for innovation image

General Motors chief executive officer Mary Barra has been confirmed Thursday to be the latest in a long list of auto executives to be a keynote speaker during the well known Consumer Electronics Show in Las Vegas.

The show’s organizers said the leader of the largest US automaker and the third biggest in the world will hold a keynote speech in Las Vegas during the CES event on January 6, 2016. “GM is driving innovation in the automotive sector, with an attractive approach to enhance the driver experience while keeping vehicles safe, affordable and consumer-friendly,” commented Gary Shapiro, president and CEO, Consumer Electronics Association, in a statement announcing the appearance. The chief executive proved well positioned on social media, Twitting that she would address how GM is “redefining personal mobility.” The CES has been growing in importance for automakers in recent years – no less than 115 automotive technology companies, including nine automakers will be part of the 2016 CES, taking up no less than 200,000 net square feet of floor space.

The show, set to feature a total of 3,600 companies and forecasted to attract more than 150,000 attendees will also have among other keynote speakers Netflix CEO Reed Hastings, Robert Kyncl, chief business officer of YouTube and Brian Krzanich, CEO of Intel Corp. The event has been increasingly used as a platform for carmakers to showcase their latest innovations in a bid to compete with the technology giants that seek a piece of the pie in the automotive world.