After five years of waiting and about $1 billion spent to become a sponsor, the automaker has decided not to run advertisements in its home country connected to the event.
The troubled event will rebrand itself yet again in an attempt to breathe life, energy and attendance into Asia's onetime premier auto expo.
Toyota President Akio Toyoda and other executives will not attend the opening ceremony.
While GM and Hyundai reel from EV recalls, the Japanese automaker is pitching the safety and reliability of its own batteries as it joins the global EV battle with the bZ4X crossover.
Nissan's next-generation models will be featured in the brand's Super Bowl commercial.
Honda's electric crossover will use GM's Ultium platform and batteries, but Honda will develop the vehicle's body style and interior.
Interest in the U.S. rose from 5 percent to 19 percent over the two-year period. And in California, where the market for EVs is well-established, interest jumped from 9 percent to 34 percent.