On the 7th (local time), at the Las Vegas Convention Center (LVCC), the world's largest IT technology exhibition, the Consumer Electronics Show (CES) 2025, opens with a noticeable increase in participation from Japanese and Chinese automotive and mobility corporations. Toyota from Japan returns to CES after five years, while Honda showcases an electric vehicle developed in collaboration with Sony. Chinese electric vehicle manufacturers have set up large booths throughout the exhibition hall to showcase their flagship products aimed at the global market or to introduce new technologies.
In recent years, CES has been nicknamed the 'Las Vegas Auto Show' due to the active participation of automotive companies. Hyundai unveiled its hydrogen fuel cell vehicle, Nexo, at this event and has announced various new technologies and business plans, including flying cars. German automotive corporations such as Mercedes-Benz, Volkswagen, and BMW have also played leading roles by showcasing self-driving technologies and advanced electronic controls.
However, at this CES, the absence of companies like Hyundai has been filled by Japanese corporations that were not very active for a while and Chinese corporations that have rapidly increased their market share globally.
◇ Toyota chairman takes the stage for the first time in 5 years... Honda collaborates with Sony for electric vehicle
On the 6th, Toyota held a press conference at the Mandalay Bay Convention Center, located near the LVCC. During this event, Chairman Akio Toyoda took the stage for the first time in five years to explain the progress and specific business plans for Toyota's future city project, 'Woven City.'
The Woven City project aims to create a city integrated with advanced technologies such as robotics, autonomous vehicles, and smart homes, based on artificial intelligence (AI) technology. Chairman Toyoda stated during CES 2020 that the Woven City would serve as a testing ground for various technologies and ideas planned by Toyota.
Honda unveiled the all-electric sedan 'Afeela 1,' created in collaboration with Sony through Sony Honda Mobility. Afeela 1 combines Honda's powertrain with Sony's electronic technologies and infotainment system and has entered the final completion stage after over five years of development. Sony Honda Mobility has announced plans to launch Afeela 1 this year and subsequently expand the Afeela brand to include sports utility vehicles (SUVs).
Suzuki also opened a booth to showcase its 'micro e-mobility platform' and mini electric buses. The micro e-mobility platform is a technology that Suzuki has developed, based on its long history of producing electric wheelchairs, in combination with autonomous driving, robotics, and artificial intelligence (AI).
◇ Chinese corporation Zeekr showcases flagship products... Xiaopeng unveils flying car
While several automotive companies have primarily focused on demonstrations of new technologies or concept cars at CES, Chinese electric vehicle manufacturers have attracted attention by showcasing their flagship products that are currently in mass production.
Zeekr, a subsidiary brand of Geely Automobile, which is considered one of the leading Chinese electric vehicle manufacturers along with BYD, participated in CES for the first time and presented three models of electric vehicles: '001 FR', '009 Grand', and 'Mix.' The 001 FR is a high-performance version of Zeekr's flagship electric vehicle, '001,' which has been on sale since 2021. The 009 Grand is a premium multi-purpose vehicle (MPV) launched last year and is designed as a five-seater MPV.
Zeekr has continuously expressed its intention to enter the North American market starting in 2023. The decision to showcase mass-produced products instead of concept cars at CES is interpreted as a demonstration of its commitment to selling in North America. However, the future success of North America entry remains unclear, as the incoming U.S. President Donald Trump, taking office this month, has emphasized imposing high tariffs on Chinese products.
Also, the Chinese electric vehicle manufacturer Xiaopeng's subsidiary, Xiaopeng Aero HT, unveiled the flying car LAC (Land Aircraft Carrier). The LAC consists of a six-wheel drive electric minivan and a two-seater vertical takeoff and landing drone. It is characterized by its design, which allows the flying car to operate in the air but enables the drone to be detached and stored in the minivan on land.
◇ Criticism of “already past trend”
However, within the automotive industry, there have been remarks that the products and technologies showcased by Japanese and Chinese companies lack freshness, as they have already been revealed multiple times at past CES events.
Regarding the flying car presented by Xiaopeng, Hyundai had introduced the technology as a new primary focus back at CES 2020. At that time, Hyundai Chairman Euisun Chung stated, 'We aim to commercialize Urban Air Mobility (UAM) around 2028.'
The electric vehicles exhibited by Honda and Zeekr also received evaluations stating that they do not present sufficiently new features to attract consumer attention, given that many automotive companies have advanced their pure electric vehicle manufacturing technologies.