Car shows matter.
There was a period of time in recent years when some manufacturers decided to shift plans from promoting their products at car shows and focus on digital marketing.
By doing things digitally with glitzy campaigns, they didn’t have to worry about competing with fellow manufacturers for floor space, essentially becoming lost in the panorama of car shows.
Auto shows throughout the world took a major hit because of COVID, but before that some manufacturers pulled out of shows in Canada, North America or the globe.
But that is starting to shift in 2025. Audi, BMW and Mercedes-Benz are returning to the 2025 Canadian International AutoShow (CIAS), the biggest annual consumer show in Canada. It takes place February 14-23 at the Metro Toronto Convention Centre. Last year the CIAS set a record 371,559, besting the previous mark of 358,842 in 2018.
So what has made manufacturers want to come back to shows? It could be that they have more inventory than they did during post COVID years, which were marked by the microchip shortage that limited production.
And maybe manufacturers realize people still care about car shows because they want to see, smell, touch and, in some cases, drive the vehicles. You simply can’t duplicate that digitally, no matter how proficient the technology.
In recent years, manufacturers have taken advantage of indoor test tracks at car shows to give consumers a chance to feel what it is like to drive an electric vehicle. EVs have become a prominent staple of car shows.
A few years ago, Hyundai Auto Canada President/CEO Don Romano told me why his brand continued to be represented at car shows while others defected.
“The AutoShow plays an important role in generating interest and demand for our products,” he said.
Mercedes-Benz is returning to the AutoShow for the first time since its decision in 2020 to skip all Canadian auto shows. MB’s G 580 with EQ Technology will make its Canadian debut. It is the first electric variant of the iconic G-Wagen. MB says the G 580 represents the unique fusion of tradition and progressive technology.
Nissan Canada is celebrating its 60th anniversary and will have an array of cars on display, including the all-new Kicks, Murano and Armada. There will also be the presentation of Project Trailgater, a one-off project vehicle that Nissan boasts “takes game day to the next level by combining the fun of tailgating with the great indoors, built in partnership with PowerNation TV’s Music city trucks.” The camper is a modified Nissan Frontier and debuted in November at the annual Specialty Equipment Market Association (SEMA) event. in Las Vegas. The vehicle is based on the adventure-packed 2025 Nissan Frontier PRO-4X. The build is equipped with NISMO Off-Road accessories, including lift kit and high-performance suspension, bed rack, cargo cases, off-road lighting and 17-inch bead lock capable wheels. There are numerous other features, including the proverbial kitchen sink. Suffice to say, it has all you need for camper and tailgating.
There will also be the Frontier Tarmac Concept, a one-of-a-kind street-truck that embodies the spirit of sport and muscle trucks of the past.
Nissan will have an indoor electric vehicle test track.
Volvo will showcase the latest version of its flagship SUV, the new Volvo XC90 plug-in hybrid, along with four other vehicles: EX90 EV, EX30 EV, XC60 mild hybrid and XC40 mild hybrid.
The CIAS is designed to appeal to people of all ages, with displays specifically for kids. Mattel is celebrating the 50th anniversary of the legendary Bigfoot Monster Truck at the Hot Wheels booth. Mattel will also showcase two vehicles from the Hot Wheels Garage of Legends, the 2016 Star Wars X-Wing Fighter Carship and the 2005 Ford SEMA Mustang GT.
McLaren returns for the 13th year and will showcase five supercars that include GTS, 750S, Artura, and two P1s, one of which is constructed in LEGO bricks.
The day before the CIAS opens, the Automobile Journalists Association of Canada will reveal the 2025 Canadian Car of the Year, along with winners of the Canadian Utility Vehicle of the Year, the Canadian Electric Car of the Year and the Canadian Electric Utility Vehicle of the Year. The finalists for Canadian Car of the Year are: Acura Integra Type S, Honda Civic and Toyota Camry. The three Canadian Utility Vehicle of the Year finalists are: Hyundai Santa Fe, Mazda CX-70 and Toyota LandCruiser. The three finalists for Canadian Electric Car of the Year are: BMW i4, Fiat 500e and Lucid Air. The three finalists for Canadian Electric Utility Vehicle of the Year are: Hyundai Ioniq 5, Kia EV9 and Mazda CX-70 Plug-In.
Lucid Motors will have a display for the first time at the AutoShow. It will feature three trims: Air, Gravity and Grand Touring.
Perry Lefko is the Content Manager of The Car Magazine. He can be reached at [email protected]. Feel free to forward any story suggestions or comments.
