Skip to main content
Sister Publication Links
  • Automotive News
  • Automotive News Europe
  • Automotive News China
  • Automobilwoche
Subscribe
  • Subscribe
  • login
  • HOME
  • News
    • News by Brand
    • Auto Shows
    • Photo Galleries
    • Automakers
    • Suppliers
    • Retail
    • Government Relations
    • Trade and Tariffs
    • Technology
    • Labour
    • bentaygahybrid-main.jpg
      view gallery
      6 photos
      2021 Bentley Bentayga Hybrid
      g80.jpg
      view gallery
      9 photos
      2021 NACTOY finalists
      zoox_3.jpg
      view gallery
      6 photos
      Zoox robotaxi
      2021_nissan_kicks_3.jpg
      view gallery
      8 photos
      2021 Nissan Kicks
    • 1PLANT-MAIN_i.jpg
      How suppliers and automakers saved the industry amid a pandemic
      Automakers, suppliers tackle new crises together
      HONDA_20190508_FINAL.jpg
      Honda, Toyota most preferred by suppliers
      Lawsuit challenges Trump's authority on steel, auto tariffs
    • Wage subsidy kept sector afloat in 2020 with big players using government aid
      Magna: Vehicle assembly’s hired gun
      newalexa.jpg
      FCA first automaker to integrate new Amazon Alexa Custom Assistant
      Shift78Image_0.png
      PODCAST: Magna’s Sherif Marakby draws the blueprint for an electric future
    • MACHE-MAIN_i.jpg
      Ford delays some Mustang Mach-E deliveries up to 8 weeks in Canada, U.S.
      Ontario's stay-at-home order doesn't change much for province's auto industry
      BrightDrop.jpg
      GM launches commercial EV brand, with FedEx as first customer
      CES-MAIN_i.jpg
      All-digital format puts CES to the test
    • 6NAFTA-5.jpg
      Some Mexican automakers want more time to meet USMCA rules, official says
      Japan Prius prod 20 web.jpg
      Japan may ban sales of new ICE vehicles in mid-2030s, report says
      Ford Explorer 2016-MAIN_i.jpg
      Ford recalls 25,200 Explorers in Canada for suspension problem
      Biden? Trump? Either way, Canada faces big choices
    • Biden? Trump? Either way, Canada faces big choices
      TrumpReuters.jpg
      U.S. abruptly lifts tariffs on Canadian aluminum
      trump.png
      Aluminum tariff adds wrinkle just as USMCA gets going
      Trump reimposes Canadian aluminum import tariff to stem ‘flood’; Canada retaliates
    • Porsche, Apple Music partner on infotainment
      Vietnam-tied hackers said to target auto industry
      Vehicle screens go super-sized at CES as tech catches up
      All in a day's work
    • Wuhan honda prod web.jpg
      Automakers push to reopen plants with testing and lots of masks
      Ford, UAW reach tentative pact in U.S. with billions worth of investment
      GM Canada says it will find 2,400 jobs for Oshawa workers
      FCA to idle Ontario minivan plant for 8 days, union says
    • Aston Martin
    • BMW
      • Mini
      • Rolls Royce
    • Daimler
      • Mercedes Benz
      • Smart
    • Fiat Chrysler
      • Alfa Romeo
      • Chrysler
      • Dodge
      • Ferrari
      • Fiat
      • Jeep
      • Lancia
      • Maserati
      • Ram
    • Ford
      • Lincoln
    • General Motors
      • Buick
      • Cadillac
      • Chevrolet
      • GMC
    • Honda
      • Acura
    • Hyundai
      • Kia
    • Mazda
    • Mitsubishi
    • Nissan
      • Infiniti
    • Subaru
    • Tata
      • Jaguar
      • Land Rover
    • Tesla
    • Toyota
      • Lexus
    • Volkswagen
      • Audi
      • Bentley
      • Bugatti
      • Lamborghini
      • Porsche
    • Volvo
    • Toronto Auto Show
  • Opinion
    • Blogs
    • BrightDrop.jpg
      Big questions remain when it comes to GM's $1-billion CAMI plant
      Bosch_information_domain_computer web.jpg
      Bosch, Continental battle to supply the brain of the connected car
      Unifor exceeded its goals during Detroit 3 talks
      How and why GM brought truck assembly back to Oshawa
  • Canada Conversations
  • EVENTS & AWARDS
    • 2019 Canadians To Watch
    • 2019 Auto News Canada All Stars
    • Best Dealership To Work For
    • Canada Congress
    • Retail Forum: Dealer Discussions
    • Leading Women Roundtables
    • Dealerships reboot for millennials
      Communication is key to keeping dealership family together
      How giving back to their communities helps dealerships succeed
      Green dealerships good for business and for hiring
    • Embrace millennials and technology or be left behind, dealers warned
      walker.jpg
      Magna CEO says USMCA will mean 'more jobs, more investment' in Canada
      Top auto execs to address industry upheaval at 2020 Canada Congress
      VIDEO: Why Ford's Hinrichs is bullish on USMCA
  • Jobs & Classifieds
  • +MORE
    • NEWSLETTERS
    • SUBSCRIBE
    • CLASSIFIEDS
    • WEBINARS
    • ADVERTISE WITH US
    • CONTACT US
    • DIGITAL EDITION
MENU
Breadcrumb
  1. Home
  2. Opinion
December 09, 2019 12:00 AM

Can the Toronto auto show stem automaker defections?

Grace Macaluso
Managing Editor of Automotive News Canada
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print

    The 10-day Canadian International AutoShow in February drew 357,745 potential customers this year, missing the all-time record by just 1,000 visitors. 

    When it comes to the debate over the relevance of auto shows, Hugues Bissonnette, Canadian manager of Polestar, Volvo Cars’ electric vehicle brand, knows where he stands. 

    “From a traditional auto show standpoint, that’s not where we want to be,” he said recently. 

    Bissonnette dismissed suggestions that Volvo might end up regretting its decision to join Mercedes-Benz Canada in ditching the 2020 Canadian International AutoShow (CIAS), the country’s largest consumer trade show. 

    At Mercedes-Benz, marketing chief Virginie Aubert was even more resolute. 

    “We stand by our decision,” said Aubert, despite findings of a 2019 study touting the benefits of exhibiting at CIAS. 

    Related Article
    CIAS fights to prevent more automaker defections from Toronto event

    The study, conducted by Detroit-based Foresight Research, showed that CIAS draws generally high-income, highly educated consumers, many of whom are in the market for a new vehicle. CIAS General Manager Jason Campbell pointed to the report as independent proof of the event’s relevance to carmakers that spend millions of dollars on displays at the 10-day February event, which drew 357,745 potential customers this year, missing the all-time record by just 1,000 visitors. 

    The report also highlighted display features that appealed to attendees, data that would prove invaluable to show exhibitors, said Campbell. 

    Acutely aware that the industry is undergoing dramatic change, CIAS has chosen “Transformative Times” as the theme for the 2020 show. The three pillars will focus on new technology, the evolving relationship between consumer and car, and the impact millennials and Generation Z will have on future market trends. 

    “What we are experiencing now is a complete disruption in the technology and approach of the automotive industry,” David McClean, CIAS director of marketing, said in a statement. Until recently, CIAS appeared to be immune to the virus infecting auto shows across the globe that were losing more and more car makers to digital or small, invitation-only media events for product unveilings. 

    As Bissonnette noted, “rather than time our car launch around an existing event, we’ll do it the other way around.”

    Said Aubert: “Mercedes-Benz Canada is hard at work preparing a series of programs in 2020 that will showcase our exceptional vehicle lineup and excite Mercedes-Benz fans.” 

    Just as technology has upended traditional media, and introduced disrupters, such as Netflix, giving consumers choice as to when and what programs they want to watch, it has empowered automakers to abandon age-old marketing events that used to enjoy a monopoly on new-vehicle unveilings. 

    How CIAS responds to the growing challenge o keeping automakers in the auto show fold will determine whether the virus is temporary or fatal. 

    RECOMMENDED FOR YOU
    Detroit 3 investments the first taste of a turnaround, Ontario says
    Recommended for You
    Detroit 3 investments the first taste of a turnaround, Ontario says
    Detroit 3 investments the first taste of a turnaround, Ontario says
    Men, it’s time to have the talk
    Men, it’s time to have the talk
    Who will build the Apple car? Possibly Magna?
    Who will build the Apple car? Possibly Magna?
    Digital Edition
    View latest issue
    See our archive
    Sign up for free newsletters
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    Get Free Newsletters

    Sign up today for our Weekly Newsletter, Daily Newsletter and Breaking News Alerts. We'll deliver the news you need to know straight to your inbox.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    Subscribe Now

    An Automotive News Canada subscription includes 12 monthly issues – delivered in print to your doorstep, and digitally to your inbox – plus unlimited, 24/7 access to our website.

    Subscribe Now
    Connect With Us
    • Facebook
    • Twitter
    • Instagram

    Our Mission

    The Automotive News Canada mission is to be the primary source of industry news, data and understanding for the industry's decision-makers interested in Canada.

    Contact Us

    PO Box 243
    Station A
    Windsor, ON
    N9A 6K7

    1-877-812-1257

    Email Us

    ISSN 2475-5001 (print)
    ISSN 2475-501X (online)

    Resources
    • About us
    • Contact Us
    • Digital Edition Archive
    • Advertise with Us
    • Reprints
    • Ad Choices Ad Choices
    • Sitemap
    Legal
    • Terms and Conditions
    • Privacy Policy
    • Privacy Request
    Automotive News Canada
    Copyright © 1996-2021. Crain Communications, Inc. All Rights Reserved.
    • HOME
    • News
      • News by Brand
        • Aston Martin
        • BMW
          • Mini
          • Rolls Royce
        • Daimler
          • Mercedes Benz
          • Smart
        • Fiat Chrysler
          • Alfa Romeo
          • Chrysler
          • Dodge
          • Ferrari
          • Fiat
          • Jeep
          • Lancia
          • Maserati
          • Ram
        • Ford
          • Lincoln
        • General Motors
          • Buick
          • Cadillac
          • Chevrolet
          • GMC
        • Honda
          • Acura
        • Hyundai
          • Kia
        • Mazda
        • Mitsubishi
        • Nissan
          • Infiniti
        • Subaru
        • Tata
          • Jaguar
          • Land Rover
        • Tesla
        • Toyota
          • Lexus
        • Volkswagen
          • Audi
          • Bentley
          • Bugatti
          • Lamborghini
          • Porsche
        • Volvo
      • Auto Shows
        • Toronto Auto Show
      • Photo Galleries
      • Automakers
      • Suppliers
      • Retail
      • Government Relations
      • Trade and Tariffs
      • Technology
      • Labour
    • Opinion
      • Blogs
    • Canada Conversations
    • EVENTS & AWARDS
      • 2019 Canadians To Watch
      • 2019 Auto News Canada All Stars
      • Best Dealership To Work For
      • Canada Congress
      • Retail Forum: Dealer Discussions
      • Leading Women Roundtables
    • Jobs & Classifieds
    • +MORE
      • NEWSLETTERS
      • SUBSCRIBE
      • CLASSIFIEDS
      • WEBINARS
      • ADVERTISE WITH US
      • CONTACT US
      • DIGITAL EDITION