Automakers turn to CES for innovation push as tech rivalry heats up
Carmakers including General Motors are stepping up their presence at the Consumer Electronics Show, using the Las Vegas event to showcase new technology and court partnerships.
Automakers are ramping up their presence at the Consumer Electronics Show (CES), with General Motors chief executive Mary Barra confirmed as a keynote speaker for the 2016 event in Las Vegas. Barra joins a growing list of automotive leaders using the technology show to reveal strategy and demonstrate new products as the sector competes directly with Silicon Valley for relevance and investment.
The 2016 CES will feature participation from nine car manufacturers and over 100 automotive technology firms, occupying around 200,000 square feet of exhibition space. The event, traditionally a showcase for consumer electronics, has become a key battleground for automakers eager to present themselves as technology leaders rather than just vehicle producers.
Why CES matters for carmakers
As connectivity, autonomous driving and electrification reshape the industry, the lines between carmakers and technology firms have blurred. Automakers now use CES to launch concept vehicles, announce partnerships and demonstrate advances in areas like infotainment, safety systems and mobility services. The show’s scale and media attention offer a platform to reach both consumers and potential collaborators outside the traditional motor show calendar.
General Motors has highlighted its focus on “redefining personal mobility”, with Barra set to discuss how the company is using technology to enhance the driver experience while maintaining safety and affordability. Other carmakers, including German rivals, have used CES to unveil autonomous driving concepts and connected car initiatives, reflecting the pressure to match or outpace technology companies entering the mobility sector.
Competing for attention with tech giants
The 2016 CES keynote line-up includes not only car industry figures but also executives from Netflix, YouTube and Intel, underlining the event’s status as a crossroads for consumer technology and mobility. Automakers face competition from these technology companies, which are themselves pushing into connected and autonomous vehicle development. For carmakers, a strong showing at CES is now seen as essential for attracting investment, talent and consumer interest in an era where software and digital services are as important as mechanical engineering.
- GM to present advances in personal mobility and connected vehicles.
- German brands have previously used CES for autonomous driving debuts.
- Tech firms are increasingly present in automotive halls at CES.
With CES now a fixture on the automotive calendar, manufacturers are expected to continue expanding their presence, using the show to set the agenda for innovation and signal their ambitions in the race for the future of mobility.
