RevOLUTION theme aims to deliver complete automotive immersion for CIAS in 2024

By all accounts, the 2023 Canadian International AutoShow was a great success and for those manufacturers that participated, it proved to be a truly interactive brand experience, rather than just a collection of vehicles on display. And for those that didn’t, the 2023 show clearly illustrated there was a real appetite among consumers in terms of what the automotive and mobility sectors can provide for them. As a result, it’s a key theme we’re carrying forward into CIAS 2024 (which runs from February 16-25 at the Metro Toronto Convention Centre). So far, the signs are very encouraging: We’ve seen more manufacturers participate for 2024, which along with improving product availability, bodes well for the event.  

Striking a balance

Embracing new concepts, such as the future of mobility is crucial for the show, hence our RevOLUTION theme for 2024 which emphasizes the diversification of technology and powertrain solutions we’re currently witnessing such as ICE, hybrids and EVs. It’s also important that we strike a balance and include something for everyone. It’s one reason why new vehicles are and will continue to be a very prominent part of the AutoShow, giving OEMs and dealers the opportunity to connect with consumers and generate business opportunities. 

On the other hand, CIAS is also about entertainment and year after year we’ve seen how popular displays such as Auto Exotica and the Cobble Beach Concours d’Elegance continue to be. For many attendees, these vehicles represent aspirational choices and that’s very important when we think of what drives the automotive retail industry. We also want to entertain and inform, which is why there are plenty of interactive displays for attendees and families and why we’ve been able to form some great partnerships with prominent brands such as Lego and Mattel.

The family focus is a very important part of CIAS since purchasing a vehicle isn’t usually a solo decision and often involves the whole family. We also want to captivate the next generation, so having displays and features that resonate with kids and young adults is also critical for the show as well as dealers and the OEMs that support the event. 

Visceral experience matters

While there’s been a lot of focus on digital automotive retail experiences—a trend we saw accelerate during the COVID-19 pandemic—our research and experience have shown that consumers still want that visceral experience when it comes to purchasing a vehicle. So, while digital technology has enabled us to expand our reach across the country, enabling people to still experience the AutoShow even though they might not be able to attend in person, that physical ability to sit and sample the vehicles on display is still a critical part of the consumer purchase experience—one that continues to sell cars and generate excitement long after the AutoShow itself. 

A key factor for CIAS going forward is the ability to continue building an audience that’s able to interact with us since that is what drives interest and ultimately, sales for the industry. And that means offering an immersive experience that continues to deliver excitement and pizzazz across digital and physical experiences, igniting both passion and performance in one of the most dynamic and important sectors within the Canadian economy. Long live the RevOLUTION!