Canadian AutoShow works to keep it interesting
Several years ago, I wrote a column for the Toronto Star’s Wheels section, in which I said the Detroit, Mich., auto show, a.k.a. the North American International Auto Show, was in trouble and could be facing extinction if it didn’t do something to turn things around.
I pointed out, as have others, that automakers more and more are unveiling technological advances (and let’s face it, the automobile business is all about technology these days) at the CES show in Las Vegas the week before the Detroit show, which is traditionally held in January.
But I also wrote that while upward of 12,000 journalists are accredited to cover Detroit, so are 25,000 public-relations specialists all working for the car companies — and they earned (and are earning) their money by, essentially, scooping all those reporters. Instead of waiting for, say, a 9 a.m. news conference to unveil the latest Honda, Ford or Toyota, they would post everything you would ever want to know about the vehicle to be unveiled on websites the night before. Essentially, there was nothing for the reporters to report — so the feeling was: why bother going to Detroit?
And that’s what’s been happening. The number of accredited journalists has declined and, with their absence, there is now less of a reason for manufacturers to participate. Sure, the local Detroit media still covers the show, but why should USA Today or ABC send a dozen journalists and camera crews to report what’s already all over the internet?
So Detroit tried some things, but this year, in particular, you got the feeling the show had run out of gas. It happens sometimes. It doesn’t matter whether it’s a manufacturing process or a TV network or an auto show, you need some new blood and to do something radical. Maybe Detroit has to consider changing its date? Perhaps it can’t beat CES — and there’s no doubt the Los Angeles show in November has also taken some play away. So why not forget January (which worked once upon a time; there was nothing else going on) and move the show to October? It’s a thought.
They have to do something, because it appears Mercedes-Benz is reviewing whether to continue participating in the Detroit show. If Mercedes pulls out — it’s just ru- moured at the moment — it would join Jaguar Land Rover, Porsche, Mazda and Volvo on the sidelines.
That’s not good news for Detroit at all.
The Canadian International AutoShow has no such problem — at the moment. All the manufacturers that sell vehicles in Canada are represented at the AutoShow, which opened to the public yesterday and will continue through to Feb. 25. Yes, it would be nice to have a few more North American unveilings, and perhaps a global launch or two, but by and large the CIAS is solid.
This is for a number of reasons. First and of primary importance, the AutoShow staff work with manufacturers to keep the show fresh and interesting. If manufacturers are happy, and consider participation to be a sound financial investment, the AutoShow will continue to grow. So manufacturer involvement in planning for the future is key.
Second, the Toronto show recognizes that not everybody is turned on by all the auto showrooms in Canada being in one place. Just because you can walk around for a couple of hours and see every Chrysler, or General Motors, or Kia product available in this country is not as exciting for some as it might be for others. And so the show works very hard to come up with what I like to call extra added attractions to keep those less-than-enthusiastic customers happy.
This year, attendees can enjoy the 50 Years of Hot Wheels, the 70 Years of Porsche, $100 million worth of exotic automobiles in Auto Exotica (yes, and Tesla will be in there, too), eRacing for prize money, Tuners Battleground, Art and the Automobile mascots and badges, Auto Show Live (interviews and debates) and a brand new attraction called the Automotive Intelligence Series, in which experts in their field appear on panels to discuss pressing issues of our time for both consumers and the industry, such as whether drivers and law-enforcement agencies (translation: the police) are really ready for the legalization of marijuana.
So the Canadian International AutoShow keeps working at staying relevant and, to this point, continues to be successful. Unfortunately, the Detroit auto show (and there are others suffering, too) has not.
Snooze, ya lose. Upcoming talks The Automotive Intelligence Series, held daily at1p.m. in Room 801on the 800 level of the South Building at the Metro Toronto Convention Centre, today features the subject “Cannabis and Cars: Are We Ready?” hosted by Newstalk 1010’s Barb DiGiulio.
Tomorrow, the topic will be “Automobiles, Mobility and Aging population,” hosted by AM740’s Dave Redinger.
Attendance is free but because seating is limited, please go to autoshow.ca/automotive-intelligence-series and register to attend.