Hangover feeling instead of partying in Vegas
When the automotive industry first discovered the CES consumer electronics show in Las Vegas nearly 15 years ago, the focus wasn’t on e-mobility, and autonomous driving seemed far off. Opening cars with an iPhone, infotainment systems, and navigation were the key themes that German premium manufacturers aimed to highlight in the desert city. This then led to years of concept cars for autonomous driving and electrified vehicles, which seemed to fit better in Las Vegas than at the increasingly neglected traditional US auto show in chilly Detroit.
Automakers pull back from the show
By 2025, many of these dreams have already faded – and not just for the German automakers. Mercedes, a regular at the show, followed in the footsteps of US competitors General Motors, Ford, and Chrysler (Stellantis), and opted out of the event. Just five years ago, Mercedes debuted its first true electric platform with the Vision EQS prototype at the show. Several models based on the „Vision“ turned out to be slow sellers. In 2024, sales of all Mercedes EVs fell by over 20% to just 205,000 units, accounting for only a small percentage of total sales.
Volkswagen is barely making an impact in Vegas this year. The Wolfsburg-based company only brought the revived Scout brand aimed at the US market and two prototypes to Nevada. The reported 50,000 potential customers sounds promising, but most of them chose the late-added version with a gasoline range extender, rather than a fully electric option.
BMW, on the other hand, introduced a new infotainment concept in Vegas. Two years ago, CEO Oliver Zipse presented a concept car with Arnold Schwarzenegger, which could change colour with the push of a button, and transform the windscreen into a heads up display. At the 2025 show, Development Chief Frank Weber showcased the new operating system and user interface „X“.
Nvidia leads the way
Only one person headed to Vegas brimming with confidence: Nvidia CEO Jen-Hsun Huang. The CEO of the world's leading chip manufacturer promises swift progress in autonomous driving, thanks to AI. This was once a key goal for German automakers as well. But instead of partying in Vegas, they found themselves with more of a hangover feeling.
