Not Expecting Big Car News at CES 2026? That's Exactly Why You Should Care

The Countdown to CES 2026 Begins

As the new year approaches, the excitement around CES 2026 is already building. This annual event has become a pivotal moment for tech news, especially in the automotive sector. With automakers increasingly adopting the strategies of tech companies and integrating more software-based features into their vehicles, CES has emerged as a key platform for major announcements.

This year, the focus will be on commercialization, alongside the usual flashy presentations. Companies are expected to highlight updates on bringing new EVs into production and further developing technologies like robotics and autonomous driving. However, the emphasis is now on turning previous high-profile announcements into tangible products.

Sony Honda Mobility: Afeela 1 and a New Concept Model

Sony Honda Mobility, the joint venture between Sony and Honda, has confirmed that it will showcase a "pre-production" version of its Afeela 1 EV and an all-new concept model at CES 2026. At CES 2025, the company presented a version of the Afeela 1 that was close to production specifications, offering demos of its infotainment system. The sedan is set to begin sales in California in 2026, with pricing and reservations already announced.

It remains unclear what changes will be introduced compared to the Afeela 1 shown at CES 2025. The car's exterior appeared production-ready, featuring integrated sensors for driver-assist systems and no typical concept-car elements like missing mirrors or oversized wheels. The interior layout, centered around a door-to-door screen, was not a rough draft.

The new concept model could hint at a second production model. Before partnering with Honda, Sony had showcased two concept versions of its own EV—the Vision S sedan and Vision S-02 SUV. It's possible that Sony Honda Mobility is planning to move forward with the latter. However, given Honda's reduced focus on EVs, it may be prudent to prioritize the successful launch of the Afeela 1 before introducing a second EV.

BMW: The Next Generation of Electric Vehicles

BMW is listed as an exhibitor for CES 2026, but it hasn't yet announced what it will present. The Bavarian automaker had a significant year, starting with the reveal of its Panoramic Vision display at CES 2025 and culminating in the unveiling of the iX3 electric SUV at the 2025 IAA Mobility show. The iX3 is the first of BMW’s next-generation "Neue Klasse" EVs, which represents a dedicated EV architecture and component set.

The Neue Klasse is expected to include a family of models, and CES could be the venue for the follow-up to the iX3. BMW briefly showed a camouflaged electric sedan, reviving the i3 name previously used for a quirky electric hatchback, at the iX3 global reveal. Underneath the camouflage, a production-ready version of the Vision Neue Klasse concept, first shown in 2023, is expected. The new i3 might be unveiled at CES.

Hyundai: Robots That Build Cars

Hyundai's presence at CES 2026 will center not on cars, but on robots that help build them. According to Korean Car Blog, CES will mark the public debut of the Atlas, a humanoid robot developed by Hyundai-owned Boston Dynamics. If commercially viable, Atlas can work collaboratively with humans in factories and other industrial settings. This move also allows Hyundai to capitalize on the current interest in humanoid robots, driven by Tesla.

While robots have been used in car factories for decades, they have typically performed stationary tasks without human interaction. Boston Dynamics is changing this with its Spot robots, which conduct quality checks at Hyundai’s “Metaplant” in Georgia, and Stretch, which assist warehouse workers. Hyundai needs to find more use cases to justify its investment in Boston Dynamics. Therefore, the CES 2026 presentation could give Atlas a more specific role than just being a "cool-looking robot."

Other Expectations at CES 2026

CES is the Consumer Electronics Show, not the Consumer Auto Show. While more consumer-facing news has emerged from the event in recent years, it has always been a smaller portion compared to the electronics side, where CES offers one of the few opportunities for companies to make a big splash. Automakers have standalone reveals and, to a lesser extent, auto shows to do the same.

The expected news mentioned here is just the tip of the iceberg. For every automaker at CES, there are five suppliers looking to sell chips, sensors, and other components that will go into future cars. However, these suppliers primarily seek the attention of their automaker customers, not the general public. Autonomous-driving tech firms like Waymo and Zoox may not have major news but still need to remind the public and investors of their ongoing developments.

This year might see the reality of CES as a trade show for deals between automakers and suppliers aligning with its perception as a place for consumer-relevant automotive news. If that happens, it will be because automakers and tech companies need to focus on delivering on their previous promises before making new ones. Simply talking about the future won’t make it happen.