Toronto Auto Show | Under the sign of gloom

(Toronto) Not everything is back to normal. Even in Toronto, where the doors of the Salon which was celebrating its 50e anniversary closed on Sunday without a stir. Once a reflection of the effervescence and vitality of the automotive world, the Toronto event is now only a shadow of itself.


Even if the absence of several manufacturers did not affect – in appearance at least – the holding of the event, several visitors met at the exit of the exhibition said they were disappointed. You won’t catch me twice, swore Scott Donaldson, who wanted to make a comparison between several models during his visit. “It looks like an exhibition organized by a small group of dealers in a shopping mall,” he said.

Exhibiting is expensive!

Yes, exhibiting is expensive. How much exactly? According to a former public relations specialist for an Asian brand, the annual budget for Canadian auto shows is between $8 and $10 million. It was four years ago.

But the cost would only be incidental if the return on investment was there. It is not, believe several manufacturers interviewed by The Press, which point to the fall in attendance at these events. A disinterestedness that can be explained in many ways, depending on who you are talking to.

Nevertheless, some exhibitors remain confident in the future. This is the case of Don Romano, President and CEO of Hyundai Auto Canada, who still believes in the current formula. “For us, this is a unique event where it is possible to meet interested customers and take the time to inform them about present and future technologies. And these days, with the transition to new sources of energy, the questions are many. We have a lot to say. »

However, Mr. Romano regrets the absence of several brands. “It’s like a boxer who steps into the ring, ready to fight, and realizes he has no opponent. It’s a shame, but I remain optimistic that they will be back very soon. »

According to Don Romano, beyond the costs, the absence of several manufacturers is easily explained. “They just don’t have anything to sell. They say to themselves: why brag about products whose order book is full to the brim and which are delayed in delivery? »

Among the brands absent this year, some do not close the door to “a sporadic return”. “We will come back to it only if we have something to communicate”, recognizes one of their representatives on condition of anonymity. “That said, for many of us, the days of walking into a living room with our full range are over. »

Moreover, after announcing its withdrawal from the Montreal Motor Show, the Stellantis group (Alfa Romeo, Chrysler, Fiat Dodge, Jeep, Ram) resurfaced in Toronto… The Dodge brand revealed the Hornet there, while Alfa Romeo presented the Tonale. Jeep had, for its part, set up a huge indoor testing ground (already seen in American events) to assess the abilities of its creations. Asked to explain the reasons that led him to prefer one show over another, Stellantis replied: “The Canadian International Auto Show is the largest and busiest auto show in the country. This has the merit of being clear.

Apart from Stellantis and its two new releases, the Montreal public was treated to more Canadian previews than the Queen City. The latter, favored by the calendar, has witnessed firsts at Buick (Encore GX), Kia (Seltos), Subaru (Crosstrek) as well as two concept studies from Hyundai (RN22e and N Vision 74).

Showcase for young shoots

The withdrawal of certain brands does not upset everyone, far from it. Young shoots take advantage of the situation, they who consider such a happening as the ideal platform to make themselves known to the general public. Vinfast, a Vietnamese manufacturer, is one of them and takes advantage of these high masses to unveil its range in the making. He did the same in Montreal.

In Toronto, however, visitors had the privilege of admiring a preview of the Arrow project, a study led by the Canadian Association of Automobile Parts Manufacturers (APMA) in which the Quebec government participates. “We created this model for anyone who wants to start an automotive business in Ontario or Quebec,” explains Flavio Volpe, spokesperson for this consortium. “And it’s free,” he adds, with a touch of humour. Who is feeling lucky ?


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