Canadian auto shows are driven to drive indoors and the mood is electric

COVID-19 slammed the door on large public gatherings across Canada in March 2020, but two of the country’s biggest auto shows returned this year amid hopes that experiential attractions would revive the large-scale events. 

“This is going to be a more hands-on show,” said Jason Campbell, general manager of the Canadian International AutoShow (CIAS), which runs Feb. 17-26 at the Metro Toronto Convention Centre. 

“I think from the reaction we had from our manufacturers...this is going to be the way of the future; it has really gotten everybody excited.” 

Much has changed since the last auto shows in Toronto and Montreal in 2020. But even with significantly fewer auto brands participating, organizers banked on people’s pent-up desire for a close-up look at new vehicles. 

Electric vehicles led the planning, bringing a new dimension to public interactions — indoor driving events, a feature usually not possible with internal-combustion vehicles because of emissions. 

The Montreal International Auto Show (MIAS), Jan. 20-29, had an indoor EV test track that proved to be a hit with vehicle-loving Quebecers, said Executive Director Luis Pereira. 

The show drew almost 150,000 attendees over its 10-day run, despite taking up only one of the usual three floors of the Palais des congres de Montreal, Pereira said. The 2020 show attracted 183,149 people, according to the MIAS website. 

FORD ‘ALMOST A BLESSING IN DISGUISE’ 

The Toronto show features a 70,000-square-foot (6,500-square-metre) EV track — the biggest change from past years, said Campbell. The space became available when Ford announced its withdrawal from all auto shows in Canada. 

“It’s almost a blessing in disguise in a way because it has generated so much interest,” Campbell said on the Feb. 10 Automotive News Canada Podcast. 

“I think this indoor track is going to be a really big hit.” 

Nineteen vehicles are available for showgoers to drive for two laps in electric mode, he said. 

“It’s a big change, and every manufacturer on our show floor is involved. It has brought a lot of excitement for the brands taking part.” 

INTERNAL COMBUSTION INDOORS, TOO 

Stellantis hoped to enhance the experience with the first appearance in Canada of Camp Jeep, a 20,000-square-foot (1,900-square-metre) construction that will allow people to take a ride with a driver over a trail-rated, man-made, indoor offroad course featuring the plug-in hybrid Jeep Grand Cherokee 4xe and Wrangler 4xe as well as a number of Jeeps with internal-combustion engines. 

Permission to run gasoline-powered vehicles took several meetings with fire marshals and convention centre officials, Campbell said. 

“It has been made possible because with the centre’s air extractor fans running at full capacity, and the vehicles running very slow, pollutant levels are kept at a small fraction of the allowable levels,” he said. 

“Running test vehicles indoors in February in Toronto is very exciting. That kind of experiential element is definitely going to be here to stay in the future.” 

Campbell also cited high-interest displays such as Cobble Beach Classics’ 75 years of Porsche, five life-size examples of Hot Wheels cars and the perennial show favourite, the Auto Exotica collection of rare exotics, supercars and hypercars. 

“I think the brands that aren’t going to be here are going to regret it and try and come back into the program in 2024,” said Campbell, adding that advance ticket sales were up 70 per cent over 2020 even before the start of full-on advertising. “It will slow down a bit, but the results are encouraging,” he said. 

REGIONAL CANCELLATIONS 

The Toronto and Montreal events are part of a truncated auto show season, as insufficient automaker interest forced the cancellation of shows in Vancouver, Ottawa and Calgary. Some brands cited changing consumer habits. 

“We are shifting our focus to more direct-to-consumer events and activities as well as EV-dedicated shows,” said Thomas Tetzlaff, a spokesman for Volkswagen Canada. “As more of our market begins the shift to electric vehicles, we feel that engaging them at the electric shows still represents great value.” 

Honda Canada is focusing on digital marketing campaigns, said company spokesman John Bordignon. 

“We are developing ways to reach consumers shopping for our vehicles that are best suited to them and makes the most business sense,” he said. “Honda has evolved our marketing and [public relations] approach, including an increased focus on digital-first campaigns, influencer activity and other initiatives. Our priority must be to adapt to evolving customer expectations.” 

LOW INVENTORY ALSO TO BLAME 

Some brands not participating “didn’t have enough product,” Campbell said. And, “people who had been waiting for a year or more would be upset and ask, with good reason, why a vehicle is in the show and not in their driveway,” he said. 

Pereira, however, said MIAS attendees were happy “to finally get to see, to touch and experience the vehicle they’ve ordered.” 

“We hope the convincing number of visitors will influence the manufacturers present to renew their participation next year and rally those who were absent,” he said. “From our side, we can say that it is mission accomplished.” 

Jim Scott, GM Canada’s sponsorship and auto show manager, said it was “fantastic to see such large and enthusiastic crowds” at MIAS. 

While the automaker was “extremely pleased in our decision to support” the show, Scott said, it was too soon to say whether it would return next year. 

— With files from Kelly Taylor