CES 2026 Concept cars eclipsed by AI hype at CES
A humanoid robot performs at Chinese carmaker Geely's booth at CES 2026 in Las Vegas, Wednesday (local time). Korea Times photo by Lee Min-hyung
LAS VEGAS — The global artificial intelligence (AI) frenzy has stolen the spotlight at the mobility zone at CES 2026, once dominated by concept cars and hardware that assists drivers.
Fewer carmakers were seen promoting futuristic concept vehicles, apparently due to this rapid technological paradigm shift. Instead, they focused on showcasing their software-dedicated visions and strategies amid the rise of physical AI.
Hyundai Motor Group has arguably drawn the most attention at this year’s mobility zone, but that was driven by the carmaker’s renewed AI strategy converging with robotics, rather than its technologies related to automobiles.
The carmaker's auto hardware moved out of the spotlight as the company shifted its focus onto physical AI by showcasing a diverse lineup of AI-powered robots, such as the Atlas humanoid robot.
Boston Dynamics' Atlas robots are displayed at the Hyundai Motor Group booth during CES 2026 in Las Vegas, Tuesday (local time). Reuters-Yonhap
This was not the case two years earlier, when Kia unveiled its much-hyped plan to tap into the industry of purpose-built vehicles (PBVs). PBVs feature interchangeable upper bodies, so vehicles can be transformed for multiple purposes by changing their top modules.
However, no Hyundai Motor Group brands focused on hardware strategy at this year’s CES, as the auto conglomerate pinned its strategic focus on the future of AI robotics.
Most other major international carmakers skipped CES altogether. While the exhibition was once a key venue for them to showcase concept cars, the trend has lost steam in recent years.
Mercedes-Benz, Volkswagen and Toyota Motor all decided not to participate in CES 2026 in an apparent view that hardware development makes little difference in this era of autonomous driving.
Carmakers that are attending the tech fair have similarly put more focus on software, though each company's strategic direction differs.
Visitors view a BMW iX3 electric SUV during CES 2026, Tuesday (local time). Yonhap
BMW announced its plan to equip its iX3 electric SUV with Amazon’s Alexa+ in-vehicle voice assistant on the sidelines of CES 2026. The vehicle will be available for sale in the latter half of this year.
China’s Geely has also drawn attention for its humanoid robot's performance at its CES booth this year.
Officials from the mobility zone said the rapid rise of AI has brought a major paradigm shift in the global auto industry.
“Major carmakers are looking to rapidly reshape their future growth strategy in line with the two catchwords during CES 2026: AI and robots,” an official from an automaker that participated in the tech fair said.
“Carmakers are identifying AI as their next growth engine, and the trend has been proven by the lack of any eye-catching concept cars during CES 2026.”