Las Vegas is once again transforming in January into the global epicenter of innovation and I can’t wait to see what the future holds.
???? At CES 2026, automotive manufacturers and suppliers like BMW Group, Mercedes-Benz AG, Volkswagen Group, Bosch, ZF Group and many others played a multifaceted and increasingly strategic role – but the spotlight is shifting, and the pressure is mounting.
???? My observations:
1️⃣ Showcasing Innovation – or Just Concepts?
OEMs will unveil futuristic vehicles, digital cockpits, and autonomous prototypes. But the industry is being called out for over-promising and under-delivering. Many of these concepts never make it to production, raising questions about credibility and real-world impact.
2️⃣ Software-Defined Vehicles (SDVs)
The transition from hardware-centric to software-driven vehicles is a major theme. Manufacturers are expected to demonstrate platforms that enable over-the-air updates, AI-powered features, and connected ecosystems. But cybersecurity, reliability, and user experience remain unresolved challenges.
3️⃣ Partnerships with Tech Giants
CES is increasingly a place where automakers meet Silicon Valley. Expect collaborations with chipmakers, cloud providers, and AI startups. These partnerships are essential — but they also highlight how dependent traditional OEMs have become on external innovation.
4️⃣ Marketing & PR Over Substance?
For many manufacturers, CES is more about brand positioning than product readiness. High-budget exhibits, keynote speeches, and media blitzes often mask the lack of tangible progress. The industry is being urged to move from storytelling to delivery.
5️⃣ Sustainability & Greenwashing
While net-zero goals and EV launches will be front and center, critics argue that sustainability claims often lack transparency. CES 2026 will be a test of whether manufacturers can back their green promises with measurable action.
‼️I chose the provocative title above on purpose. Of course, the reality isn’t as bleak as it might seem at first glance. True innovation often happens in small, incremental steps – and that’s exactly why I value the many one-on-one conversations that spark fresh ideas and perspectives in Vegas.
???? What’s your take? What are your expectations for CES 2026? I’m looking forward to hearing your thoughts in the comments!
