AutoShow is a main driver of the automotive economy
For nearly five decades, the Canadian International AutoShow (CIAS) has been the premiere automotive event of the year, and one of the largest drivers of the automotive economy.
The automotive community (auto dealers, manufacturers, suppliers, car buyers and media partners) has acutely felt the absence of this year’s show, but all eyes are focused on 2022 when it will return, bigger and better than ever.
The AutoShow has evolved over the years. In the early 1970s, it was held at the International Centre in Mississauga and occupied 90,000 sq. ft. of space. It attracted approximately 80,000 visitors, but minimal media attention.
When the show moved to its present home at the Metro Toronto Convention Centre in 1986, the visitor count surged to 200,000 and it has continued to grow. Today, it is the largest consumer show in Canada, occupying 650,000 sq. ft. of exhibit space and attracting more than 350,000 visitors annually.
A leader in lifestyle, technology and all things automotive, the AutoShow boasts more than 1,000 cars, trucks, SUVs, concept cars, exotics, classics, muscle cars, fully electric and autonomous vehicles each year.
It is a major league event for auto industry players and car enthusiasts, and a major media event as well. Automobile manufacturers, participating sponsors, car dealers, auto journalists, political dignitaries, media outlets and car enthusiasts converge on the CIAS to see what’s new in the automotive world.
The AutoShow is host to Canadian and North American premier unveilings, and the Automobile Journalists Association of Canada award winners are announced annually at the event.
In 2001, Toronto competed with Chicago, New York, Los Angeles and other major cities to be given international designation by the Organisation Internationale des Constructeurs d’Automobiles. Many auto manufacturers responded by increasing their exhibit footprint to accommodate new and, in some cases, international components from the world-wide auto show circuit.
Since 1974, the AutoShow has represented a significant kick-start to the spring selling market, with auto manufacturers and dealers launching advertising campaigns to coincide with it.
According to a PwC Canada study (conducted by the CIAS), the presence of the AutoShow is associated with a 6.1 per cent increase in new vehicle sales in the three-month period during and immediately after the event is held. This finding implies that the presence of the CIAS has led to an increase in new vehicle sales volume of 13,200 units per year in Ontario, with a value of $562 million per year. These effects would be expected to recur each year the AutoShow is held.
The CIAS reaches almost 70 per cent of the population of Ontario. Combining these figures with the data on the scale of new vehicle sales suggests that the CIAS is able to influence $24.8 billion of sales each year.
In addition to promoting the automotive industry, the show has benefits that extend beyond auto dealerships and manufacturers. Hotels, restaurants and clubs in Toronto do a brisk business during the event’s 10-day run.
It is more relevant today than ever, as automakers are eager to display their latest designs and technologies before audiences that cannot get enough.
Planning for it takes a full year, and the show’s executive team is already hard at working planning for the return of the AutoShow in 2022.
Cliff Lafreniere is president of the Trillium Automobile Dealers Association (TADA) and is president of Pinewood Park Motors (Ford) in Kirkland Lake. This column represents the views and values of the TADA. Write to president@tada.ca or go to tada.ca. For information about automotive trends and careers, visit carsandjobs.com.