The Consumer Electronics Show (CES) 2023 has kicked off in Las Vegas, but this year's event is marked by a significant absence: American automakers. For the first time in recent memory, none of the major US-based car manufacturers, including General Motors, Ford, and Chrysler, have a presence at the show. This void has been filled by Chinese automakers, such as Zeekr, Wey, and Xpeng, which are showcasing their latest electric vehicles and autonomous driving technologies.

This shift is a departure from CES's recent past, where American automakers have used the event to make major announcements and showcase their latest innovations. In 2016, GM Chairman and CEO Mary Barra introduced the all-electric Chevrolet Bolt, and in 2022, she declared that General Motors would sell personal autonomous vehicles by "the middle of the decade." Ford, in particular, has been a frequent exhibitor at CES, using the platform to unveil its Smart Mobility Plan, self-driving car ambitions, and future EV lineup.

According to Brian Moody, senior editor for Kelley Blue Book, the absence of American automakers can be attributed to the normal product cycle, which is longer in the automotive industry compared to other consumer electronics. "It's cyclical, that's the boring answer," Moody said in a recent interview. "Automaker product cycles are much longer than consumer product cycles. Building a car in the real world takes longer." Moody also noted that automakers are rethinking their presence at shows like CES, questioning the return on investment (ROI) of generating tens of millions of impressions to consumers.

Ford spokesperson Alan Hall confirmed that while the company doesn't have an activation at CES this year, they will still have a presence with a number of their engineering, design, supply chain, and product planning team members attending the event. Some Ford employees even participated in panel discussions, such as at the Connect2Car conference. GM, on the other hand, had a small presence through a few partners, but no speaking engagements or booth.

The lack of American automakers was palpable on the floor of the Las Vegas Convention Center, where the elaborate booths showcasing EVs or in-car software from US companies were noticeably absent. Instead, Chinese automakers like Zeekr, Wey, and Xpeng took center stage, showcasing their latest electric vehicles and autonomous driving technologies. Other automakers, such as Mercedes-Benz, also opted to skip CES this year, citing careful consideration and evaluation of their strategic direction for the upcoming year.

However, the show wasn't without its highlights. Honda showcased its two vehicles in its upcoming 0 Series, as well as its underlying Asimo operating system. BMW revealed more about its new in-car user interface, and Toyota made a splash with its press conference announcing it had completed the first phase of its living laboratory Woven City and that it was exploring and investing in orbital rockets.

The main theme of CES 2023 was automated driving and software, with companies working on automated driving, sensors, and software taking up the bulk of the floor. AV giants Zoox and Waymo had exhibits, alongside others like May Mobility and Japanese company Tier IV. Software and sensor companies, including Aeva, Applied Intuition, and Sonatus, also had a significant presence.

The absence of American automakers at CES 2023 marks a significant shift in the industry's priorities and highlights the growing influence of Chinese brands in the global automotive market. As the industry continues to evolve, it will be interesting to see how these companies adapt and respond to the changing landscape.