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
    • Canadians Abroad
    • Photo Galleries
    • Automakers
    • Suppliers
    • Retail
    • Dealer Best Practices
    • Government Relations
    • Trade and Tariffs
    • Technology
    • Labour
    • Aston Martin
    • BMW
      • Mini
      • Rolls Royce
    • Daimler
      • Mercedes Benz
      • Smart
    • Ferrari
    • Ford
      • Lincoln
    • General Motors
      • Buick
      • Cadillac
      • Chevrolet
      • GMC
    • Honda
      • Acura
    • Hyundai
      • Kia
    • Mazda
    • Mitsubishi
    • Nissan
      • Infiniti
    • Stellantis
      • Alfa Romeo
      • Chrysler
      • Dodge
      • Fiat Chrysler
      • Jeep
      • Fiat
      • Lancia
      • Maserati
      • Ram
    • Subaru
    • Tata
      • Jaguar
      • Land Rover
    • Tesla
    • Toyota
      • Lexus
    • Volkswagen
      • Audi
      • Bentley
      • Bugatti
      • Lamborghini
      • Porsche
    • Volvo
    • VinFast
    • Toronto Auto Show
  • Opinion
    • Blogs
  • Video
  • Podcasts
  • EVENTS & AWARDS
    • 2021 Auto News Canada All Stars
    • 2022 Canadians To Watch
    • Best Dealerships To Work For
    • Canada Congress
    • Retail Forum: Dealer Discussions
    • Leading Women Roundtables
    • Embracing Diversity Roundtable
  • Jobs & Classifieds
  • +MORE
    • IN THE DRIVER'S SEAT
    • NEWSLETTERS
    • SUBSCRIBE
    • CLASSIFIEDS
    • PEOPLE ON THE MOVE
    • COMPANIES ON THE MOVE
    • WEBINARS
    • ADVERTISE WITH US
    • CONTACT US
    • DIGITAL EDITION
    • PUBLISHING PARTNERS
MENU
Breadcrumb
  1. Home
  2. Toronto Auto Show
February 17, 2020 12:00 AM

How the Canadian International AutoShow is staying relevant

John Irwin
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print
    CIAS

    Despite the loss of Mercedes and Volvo, Toronto’s auto show, which drew 357,745 people in 2019, is better positioned to retain automakers than its larger international counterpart because it is a less expensive, consumer-driven event, said Jason Campbell, CIAS general manager. 

    The auto show season is rolling in Canada without some key automakers, but many of those remaining appear committed, although their approaches and attitudes are definitely changing. 

    Honda, despite internal company debate over whether to stay on the show circuit, has doubled down with a new booth that’s lighter on cars and heavier on interactive displays highlighting its history, manufacturing footprint and plans to reduce greenhouse gases. The booth first appeared at the Montreal auto show in January and a similar setup is planned for the Canadian International AutoShow (CIAS) in Toronto, Feb. 14-23. 

    “There’s still a lot of people that come to auto shows,” said Jean Marc Leclerc, Honda Canada’s senior vice-president of sales and marketing. “I think that what we want to do is make it more entertaining for them, addressing their need for entertainment and doing something different and more coming.”

    Honda Canada CEO Dave Gardner challenged marketing staff to justify spending resources on auto shows as the automaker invests large amounts into electrification, he said. 

    “I think it’s a very positive sign that we will be [staying at auto shows], but it was put in question,” Leclerc said. “I think our challenge from our president was to say, ‘Give me a reason to stay the course on auto shows.’” 

    Honda also debuted a new stand at the Los Angeles Auto Show featuring bright lights, trees and plants alongside its vehicles and displays highlighting the company’s safety features, racing heritage and accessories, among other topics. 

    AUTO SHOW NO-SHOWS 

    Automaker exits from auto shows worldwide are due to pressure to cut costs and find other ways to connect with customers, often through the use of social media. 

    Audi, MercedesBenz and Volvo skipped Montreal, and the latter two will be no-shows at CIAS. Across the border, the North American International Auto Show in Detroit moved its event to June from January and promised lower setup costs in a bid to win back automakers. 

    A Volvo Canada spokeswoman said the brand would participate in a variety of events across Canada that “allow us to reach new audiences and also showcase our products.” She pointed to Volvo’s attendance at January’s Interior Design Show in Toronto, where a Volvo XC60 plug-in hybrid crossover was on display. 

    Despite the loss of Mercedes and Volvo, Toronto’s auto show, which drew 357,745 people in 2019, is better positioned to retain automakers than its larger international counterpart because it is a less expensive, consumer-driven event, said Jason Campbell, CIAS general manager. 

    While the Detroit show, for instance, remained a major draw for consumers in 2019, media coverage has suffered because of several high-profile automaker dropouts, he said. 

    “Those are the shows which are very much facing the biggest challenge from manufacturing withdrawals because the nature of media has changed so dramatically in the last even three to four years.” 

    McLaren and the local exotic-vehicle dealer Grand Touring Automobiles will take up the real estate vacated by Mercedes and Volvo in Toronto, Campbell said. The Grand Touring space will include three vehicles making Canadian autoshow debuts, including the Bugatti La Voiture Noir. 

    The auto show wants to bring Mercedes and Volvo back to Toronto in the future, Campbell said, adding that the show’s location in one of North America’s largest and wealthiest markets makes it ideal for premium brands to sell vehicles. 

    ‘CAN’T STOP’ NEW TACTICS 

    Related Article
    Honda Canada brings cars and an assembly line to Toronto auto show

    Still, Campbell acknowledged that automakers are looking to try new ways to interact with customers. 

    “There will always be people that want to try new things. You can’t stop it. You just have to show that this is the best place for them. We’ve gone through this cycle before where there have been one or two brands that have decided to leave and come back.” 

    Even executives at car companies that returned to the Montreal event admitted that there are questions about the relevance of auto shows. 

    Honda Canada thinks its new display, called “The Intersection,” is the answer. Though relatively few vehicles were on hand, consumers could walk through several interactive displays. 

    Leclerc said consumers buy from companies not only for their products but also because they feel a connection to that brand, and he said he hopes the new auto show setup will help Honda resonate more with customers. 

    DEALERS STEP UP 

    Hyundai Canada CEO Don Romano, a proponent of auto shows, said such events are competing with research-and-development spending on electrification and autonomous-driving technology. 

    “We’re producing cars that don’t make money but are necessary for the future,” Romano said. “These are tough times. And with the Canadian dollar at 75 [US] cents, and where almost everything here with a few exceptions is imported, we’re all under very tight expense challenges. 

    “I think auto shows are a vital part of car culture, and I think we need to continue to find ways to leverage the auto shows to better connect with customers — but economically,” Romano said. 

    “I hope to see everybody coming back. But if not, that’s OK. I’m happy to show my stuff even if nobody else is here.” 

    Tim Reuss, CEO of the Canadian Automobile Dealers Association (CADA), said auto shows remain vital to dealers. He cited the display organized at the Montreal show by Mercedes dealers, who set up a large selection of their brand’s vehicles despite the absence of their automaker. 

    “The dealers saw the value in stepping up themselves,” Reuss said. “They don’t have the same resources that an [automaker] would have, but nevertheless, they were able to put on a good product presentation. 

    “I think that, above everything else, shows what value this has to our dealer members.” 

    Auto shows remain particularly important to smaller mass-market players, said Ted Lalka, Subaru Canada vice-president of product planning and marketing. The brand sees “a direct correlation” between the shows and increased showroom traffic, Lalka said. 

    “People come here, and in the case of Subaru, they discover Subaru,” he said. “They may have heard of our brand, but then they take a look at our vehicles and say, ‘The lineup is really nice.’” 

    Romano agreed, saying Hyundai meets numerous new customers at each show. 

    “In one day, you can see every new vehicle out there,” he said. “Where else can you do that?” 

    RECOMMENDED FOR YOU
    2022 CIAS: A show of optimism, despite expectations of fewer automakers, visitors
    Recommended for You
    CAIS 2020 Floor
    2022 CIAS: A show of optimism, despite expectations of fewer automakers, visitors
    25 Canadian International AutoShow debuts and concepts
    25 Canadian International AutoShow debuts and concepts
    2020 Canadian Car and Utility Vehicle of the Year finalists
    Canadian Car, Utility Vehicle of the Year finalists announced
    Expert Insights: How Dealers Can Navigate Changing Consumer Behavior
    Sponsored Content: Expert Insights: How Dealers Can Navigate Changing Consumer Behavior
    Digital Edition
    Aug 2022 Issue Cover
    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

    1155 Gratiot Ave
    Detroit MI 48207

    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 © 1996-2022. Crain Communications, Inc. All Rights Reserved.
    • HOME
    • News
      • News by Brand
        • Aston Martin
        • BMW
          • Mini
          • Rolls Royce
        • Daimler
          • Mercedes Benz
          • Smart
        • Ferrari
        • Ford
          • Lincoln
        • General Motors
          • Buick
          • Cadillac
          • Chevrolet
          • GMC
        • Honda
          • Acura
        • Hyundai
          • Kia
        • Mazda
        • Mitsubishi
        • Nissan
          • Infiniti
        • Stellantis
          • Alfa Romeo
          • Chrysler
          • Dodge
          • Fiat Chrysler
          • Jeep
          • Fiat
          • Lancia
          • Maserati
          • Ram
        • Subaru
        • Tata
          • Jaguar
          • Land Rover
        • Tesla
        • Toyota
          • Lexus
        • Volkswagen
          • Audi
          • Bentley
          • Bugatti
          • Lamborghini
          • Porsche
        • Volvo
        • VinFast
      • Auto Shows
        • Toronto Auto Show
      • Canadians Abroad
      • Photo Galleries
      • Automakers
      • Suppliers
      • Retail
      • Dealer Best Practices
      • Government Relations
      • Trade and Tariffs
      • Technology
      • Labour
    • Opinion
      • Blogs
    • Video
    • Podcasts
    • EVENTS & AWARDS
      • 2021 Auto News Canada All Stars
      • 2022 Canadians To Watch
      • Best Dealerships To Work For
      • Canada Congress
      • Retail Forum: Dealer Discussions
      • Leading Women Roundtables
      • Embracing Diversity Roundtable
    • Jobs & Classifieds
    • +MORE
      • IN THE DRIVER'S SEAT
      • NEWSLETTERS
      • SUBSCRIBE
      • CLASSIFIEDS
      • PEOPLE ON THE MOVE
      • COMPANIES ON THE MOVE
      • WEBINARS
      • ADVERTISE WITH US
      • CONTACT US
      • DIGITAL EDITION
      • PUBLISHING PARTNERS