At CES 2025, the absence of American automakers raised eyebrows as no major U.S. brands showcased their innovations. Notably, Ford and GM opted out of significant displays, prompting industry experts to speculate on the shifting focus of automakers towards ROI in event participation. Chinese automakers like Zeekr and Wey filled the void, showcasing their electric vehicles. While some companies like Honda and Toyota made appearances, the main highlight remained automated driving technologies. The trend suggests a reevaluation of presence at tech events by legacy automakers amid longer product cycles in the automotive industry.