Auto executives say shows here to stay
for the second year in a row.
What’s the difference? According to industry experts, it’s not that Toronto is an outlier and auto shows are otherwise dying. There’s still a place for them. Some of them just need a bit of a rethink.
“I think they’re awesome,” said Don Romano, president and CEO of Hyundai Canada, during a panel discussion. “And I think those (brands) that drop out, I will bet money right now they’re going to be back.”
“I'm also of the opinion (auto shows) will stay,” added Wolfgang Hoffmann, president of Jaguar Land Rover Canada. “(Visitors) can compare our products to others. We have a chance to show that we have a better offer, and they are in a no-pressure situation.
“Our lead generation we get at auto shows is actually very cost- efficient for us. I like it.”
Joni Paiva, president of Nissan Canada, said the human need for tactile interaction with a car will keep auto shows and physical dealerships relevant even as the buying process becomes more digitally driven.
“I don’t see a full digital process,” Paiva said. “I think the customer will always need to touch and feel the car. You cannot do that through a screen or a tablet.”
Paiva went on to make an interesting point: the people surmising that auto shows may be going extinct are those who work in media, and that is one aspect of shows that has been seeing consistent decline in recent years.
“To me, there are two purposes (to auto shows),” he said. “The first one is to get media awareness of revealed products. The second one is to display our vehicles to the public.
“Those who say auto shows may not exist anymore are those who have seen their time in the shows decreasing, the media. My point of view is as a manufacturer, as a brand, it’s our responsibility to keep the excitement going, to make the experience for when customers come.”
Hoffmann reiterated these sentiments.
“The press side is getting smaller and smaller in importance because we all do our reveals off-site anyway so that we have the attention of the media,” he said. “For the consum- ers, we go and we’ll stay.”
But Romano suggested a different reason why the Toronto auto show continues to see success that perhaps other auto shows could learn from: it fosters a love of the automobile and passes it down to the next generation by going beyond manufacturer displays.
“You’ve got this Bugatti out there that’s built with Lego and all kinds of cool stuff,” he said. “Watch people walking around, and watch their cameras. They’re going crazy.
“People are saying that millennials don’t want cars any- more, that the younger ones don’t want cars. They are absolutely crazy about them, and they’re having a blast and just waiting until they can get their driver’s licence. That’s our future there.
“I think car shows are far more than just press events and having cars on display, launching new cars,” Romano said. “It’s bringing the emotion and fun back into why we’re in this business.
“I love auto shows, and I think they’re here to stay. I wish and hope they continue to grow and get bigger and better.”