Driverless Technology in the Spotlight
Investor attention is increasingly focused on autonomous vehicle technology, with automakers, start-ups, and suppliers lining up to showcase innovations in hardware, software, and AI integration. Companies are expected to announce partnerships and deals aimed at reducing—or even eliminating—the need for human drivers.
“This year you will see more and more focus on AI and autonomous,” said C.J. Finn, U.S. automotive industry leader for PwC. “How companies use AI to solve the challenge of rolling out driverless cars safely will be closely watched. That connectivity on autonomous, I do think, will be front and center.”
Beyond vehicles, AI is also expected to feature in a wide array of products, including robots, wearable gadgets, home devices, and health technology. High-profile speakers at the event, including Nvidia CEO Jensen Huang and AMD CEO Lisa Su, will discuss how AI is transforming industries and redefining consumer technology.
EVs Take a Back Seat
CES 2026 will reveal a stark contrast to previous years: most major automakers are not launching new EVs. A pullback on EV-friendly incentives and policies under the Trump administration has dampened demand, forcing many companies to reconsider their electric vehicle strategies. The absence of major EV debuts highlights the industry’s strategic pivot toward autonomy and AI-driven solutions as the next growth frontier.
Commercialization Challenges and Emerging Opportunities
Despite enthusiasm, commercializing autonomous vehicles remains a complex challenge. High investment costs, regulatory scrutiny, and investigations following collisions have slowed the rollout of fully driverless technology. Yet, recent developments have breathed new life into the sector. Tesla’s small-scale robotaxi service with safety monitors in Austin, Texas, and Alphabet’s Waymo expansion have demonstrated viable pathways forward.
Driver-assist systems for personal vehicles are also evolving, with hands-free highway driving and automatic lane changes becoming more common. Companies like Rivian are pushing the envelope further with “eyes-off” city driving capabilities.
“That's starting to align with where people are putting forward their money and how they're allocating capital,” Finn noted, underscoring the growing investor confidence in autonomous technology.
Cost Pressures and Competitive Pressures
Financial realities continue to shape automakers’ strategies. Many companies are absorbing billions of dollars in losses from altered EV plans and paying tariffs on auto and auto parts imports without passing costs to consumers, pressuring profit margins. In addition, competition from Chinese automakers is intensifying, forcing U.S. manufacturers to focus on cost efficiency and operational competitiveness.
“The main theme that we actually expect to see also popping up at CES is around cost and cost competitiveness,” said Felix Stellmaszek, global leader of the automotive and mobility sector at Boston Consulting Group.
As CES 2026 unfolds, autonomous driving and AI are expected to dominate conversations, signaling a major industry pivot away from EVs toward technology-driven mobility solutions. For automakers and investors alike, the focus will be on balancing innovation with safety, affordability, and global competitiveness.