The cultural and economic impact of events like CIAS cannot be overstated.

There was a time in the not too distant past, where a consensus that auto shows were dead seemed to be prevalent (especially when the COVID-19 pandemic hit in early 2020). Once restrictions were lifted however, we saw and have continued to witness a big resurgence in auto shows, especially that of the Canadian International AutoShow in Toronto.

Since the Canadian International AutoShow returned to the Metro Toronto Convention Centre in 2023 we’ve seen near record attendance levels, as people flock to not only sample the latest cars and trucks on display but immerse themselves in what we call, the Total Automotive Experience.

Hugely encouraging

For us as an international event, and in association and the dealers we represent, this has been hugely encouraging. From the data we’ve seen, on average both individuals and families spend around 5-6 hours at the AutoShow.

That’s a great deal of time spent at a single event, and highlights the significance of the Show in the minds of many consumers.

Part of this is down to the format. Each year the AutoShow team spends a great deal of time analyzing data and feedback from past shows in helping prepare for the next event. Some of the most popular exhibits on a consistent basis have been the likes of Camp Jeep, the on-site test drives, as well as the exotic and classic car displays. Other attractions that continue to draw crowds are the displays of emergency and military vehicles, where attendees get a chance to chat with members of law enforcement and the Army. And while it’s fair to say nobody attends an auto show to purchase a tank, these kinds of exhibits excite attendees and enhance the overall feel and experience of the AutoShow.

Hard numbers

Another part is down to the hard numbers. In partnering with Clarify Group, data from the AutoShow reveals that events like ours are proving consistently popular and it’s one reason why we have and continue to see a strong and growing manufacturer presence at the event. While there are a few OEMs that have abstained from exhibiting at both CIAS and other shows, our data shows that by brands not being present, consumers are more likely to switch to a different brand because they have an opportunity to engage with those OEMs who are displaying at the AutoShow in a fun, family oriented, non-sales environment.

For those OEMs, this represents   brand lift and a chance to build customer loyalty, which in turn helps the dealers and reinforces the AutoShow’s value in automotive manufacturer marketing plans.

It’s also important to stress that CIAS is not only an auto show, but also represents the largest single consumer expo in Canada and a major economic contributor to the regional and national economies.

While there continues to be a good deal of uncertainty in both the automotive industry and the wider economy, including issues around supply chains, tariffs, vehicle electrification, as well as a quickly evolving political landscape, the fact that legions of consumers choose to visit CIAS each year speaks volumes in how significant the automotive sector not only is to the economy of this country but also in the hearts and minds of Canadians from coast to coast.