CES 2025 will take place from January 7 to January 10. One of the highlights this year is the keynote speech by NVIDIA (NVDA.US) CEO Jensen Huang. Although AI will remain the focus of the event, tariffs will become the primary topic for policy meetings, press conferences, and off-the-floor discussions.

Trump has promised to impose high tariffs on products imported from Canada, Mexico, China, and other trade partners with the USA, raising concerns that costs for businesses and consumers will increase. Deborah Weinswig, CEO of strategic consulting firm Coresight Research, stated, "This will be a hot topic." She noted that in almost every conversation with clients before CES, the proposed tariffs have been mentioned, "This is definitely an issue that business executives need to address."

It is reported that at CES 2025, talks will be given by Delta Air Lines CEO Ed Bastian, Volvo AB Unsponsored ADR Class B CEO Martin Lundstedt, Panasonic CEO Yuki Kusumi, among others. The industries these companies belong to may face tariff issues.

Deborah Weinswig stated, "From a supply chain perspective, how do businesses collaborate? How will we mitigate rising costs? Can technology solve this problem? There are many unknowns, and we see everyone trying to figure out every possible scenario."

Analysts say businesses may be forced to change suppliers and shift production to the USA to mitigate supply chain disruptions—these measures take time and are costly. For example, 80% of Honda's automotive products produced in Mexico are sold in the USA. The company warned that if the USA imposes permanent tariffs on cars imported from Mexico, it will have to consider shifting production.

According to estimates from the USA automotive trading platform Edmunds, nearly half of the new cars sold in the USA are produced outside the USA, and a significant portion of parts for the remaining cars are also produced outside the USA. A report from S&P Global indicates that if the USA imposes import tariffs on Europe, Mexico, and Canada, the annual core profits of European and USA auto manufacturers could be reduced by as much as 17%.

In addition to tariffs, Trump also stated plans to scrap policies aimed at promoting the adoption of electric vehicles. Felix Stellmaszek, the Global Director of Autos and Mobility Industry at Boston Consulting Group, indicated that many suppliers are already struggling due to the demand for electric vehicles falling short of expectations, and their profit margins are "extremely low." Faced with potential tariffs, they will have to significantly adjust their cost structures this year. Felix Stellmaszek added, "Coupled with supply chain uncertainties and labor shortages, it is clear that many suppliers are in trouble."

While addressing potential tariffs, Auto Manufacturers and their suppliers—including Honda, Toyota, Bosch, and Continental—are expected to provide the latest information on their progress in developing software-driven enhancements, autonomous driving technology, and artificial intelligence that makes cars easier to drive and safer.