Friday, January. 23 2026, Las Vegas, NA by Mariestella Colón Astacio

CES 2026 | When China Set the Tempo

Chinese OEMs and their technology partners showed up at CES 2026 with big, coordinated displays that made their intent easy to read. You didn’t have to stitch the story together across multiple booths. Vehicle platforms, autonomy approaches, sensors, and compute partners were often presented side by side, with a clear sense of who is building with whom.

That visibility is what made the contrast so noticeable. US OEMs weren’t completely absent, but their public footprint was lighter, and people commented on it constantly. The question wasn’t about spectacle. It was about signaling. CES is one of the few venues where a brand can show momentum in public, and this year the loudest momentum on the floor skewed heavily toward China.

Western OEM activity showed up more indirectly, through suppliers and private meetings, with tighter, more program specific messaging. That approach may reflect real constraints, including cost pressure, uneven demand signals, and policy uncertainty, but it comes with a tradeoff. When one group presents a joined up story in public and another stays quiet, the market starts to fill in the blanks.