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Self-Driving Technology and AI Take Center Stage at CES as Automakers Pull Back on EV Plans

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Autonomous driving technology and artificial intelligence are expected to dominate this year’s CES trade show in Las Vegas, as automakers and investors look beyond electric vehicles for growth amid rising costs, safety concerns, and regulatory pressure.

With many carmakers scaling back electric vehicle strategies, suppliers and startups are using CES to showcase advances in self-driving hardware and software. Industry observers expect a wave of partnerships and announcements focused on reducing driver involvement — or eliminating the human driver altogether.

“This year you will see more and more focus on AI and autonomous,” said C.J. Finn, U.S. automotive industry leader at PwC, adding that the industry’s ability to deploy driverless technology safely will be closely scrutinized. He noted that connectivity and AI-driven autonomy will be “front and center” at the event.

AI is also spreading well beyond vehicles, with applications ranging from robotics and wearable devices to smart home systems and healthcare technology. Among the headline speakers at CES are Jensen Huang of Nvidia and Lisa Su of Advanced Micro Devices.

CES 2026 runs from January 6 to 9 and has in recent years become a major platform for automakers to debut new EVs. This year, however, the show will feature far fewer electric vehicle launches. A rollback of EV-friendly incentives under the Trump administration — including the removal of a $7,500 tax credit — has cooled consumer demand and forced automakers to rethink their strategies. As a result, most major manufacturers are not planning new EV unveilings at CES, marking a sharp shift from previous editions.

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Despite years of heavy investment, commercializing autonomous vehicles has proven difficult. Regulatory hurdles, high development costs, and investigations following crashes have pushed several companies out of the market. Still, momentum has returned following Tesla’s limited robotaxi rollout in Austin and the continued expansion of Waymo, owned by Alphabet.

Advanced driver-assistance systems have also improved, with hands-free highway driving and automated lane changes becoming more common. Automakers such as Rivian are aiming to introduce “eyes-off” driving features and autonomous operation on city streets.

At the same time, cost pressures remain a major concern. Automakers are reassessing capital spending after absorbing billions of dollars in EV-related write-downs and grappling with tariffs on imported vehicles and parts. Many have chosen to absorb tariff costs rather than pass them on to consumers, squeezing profit margins.

“The main theme we expect to see emerging at CES is cost and cost competitiveness,” said Felix Stellmaszek, global automotive and mobility leader at Boston Consulting Group, noting that competition from Chinese automakers is also weighing on industry strategies.

China Launches Three-Month Crackdown on False Auto Marketing

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China’s industry ministry announced Wednesday a three-month campaign targeting false marketing and online misconduct in the automotive sector. The move comes as regulators tighten oversight following a prolonged price war that has strained carmakers, suppliers, and dealers in the world’s largest auto market.

Key Measures

  • False & Misleading Marketing: Authorities will curb exaggerated or deceptive claims about vehicles.

  • Troll Manipulation: Campaign will target organized online efforts to smear rivals for profit.

  • Automaker & Platform Oversight: Companies and digital platforms must implement corrective measures to ensure compliance.

Industry Context

  • Price War Fallout: Beijing tightened rules in May to limit aggressive discounting, which has disrupted margins across the auto supply chain.

  • EV Slowdown: Electric and hybrid vehicle sales grew at the slowest pace in 18 months last month, highlighting the risks of oversaturation and competition.

  • Regulatory Focus: The ministry emphasized curbing “negative topics” spread online with profit motives, signaling tougher scrutiny of both automakers and digital ecosystems.

Implications

This campaign is expected to reshape auto sector marketing practices in China, with regulators seeking to stabilize competition, protect consumers, and prevent reputational manipulation in the rapidly evolving EV market.

NXP Semiconductor Projects Weak Q1 Revenue Amid Soft Demand

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NXP Semiconductors has issued a cautious first-quarter revenue forecast, citing sluggish demand from its key industrial and automotive customers. The Netherlands-based chipmaker, known for its role in high-speed digital processing across sectors like automotive, telecommunications, and manufacturing, expects revenue between $2.73 billion and $2.93 billion. The midpoint of this range falls below analysts’ projections of $2.89 billion, according to LSEG data.

The company has been impacted by a slowdown in electric vehicle (EV) adoption and persistently high interest rates, which have led to chip inventory accumulation among automotive clients. With automakers adjusting production and inventory to align with regional demand, NXP’s automotive chip sales—especially those used in advanced driver-assistance systems—have been affected.

Despite the downbeat forecast, NXP’s stock rose 2% in extended trading after it slightly surpassed Wall Street expectations for fourth-quarter revenue and earnings. The company reported Q4 revenue of $3.11 billion, just above the estimated $3.10 billion, and adjusted earnings of $3.18 per share, exceeding the forecast of $3.14 per share.

Revenue from the industrial and IoT segment saw the steepest decline, dropping 22% in Q4. The automotive division fell 6%, while the mobile unit experienced a 2% dip.