The 80th edition of the Montreal International Auto Show, running from January 17 to 26 at the Palais des congrès de Montréal, brings together ten more manufacturers than last year, signaling renewed interest in this type of promotional event.

The return of these manufacturers, particularly the German ones, demonstrates that the auto show format isn’t obsolete yet. And while the automotive sector continues to evolve, the concept of gathering the equivalent of a major auto mall under one roof seems to be catching its second wind after the pandemic setback.

During the media morning press conference on January 16, Show President Gilles Pilon emphasized that the three floors showcasing gas-powered, hybrid, and 100% electric vehicles covered all consumer automotive interests.

This Show opens as the federal government announces the end of zero-emission vehicle purchase incentives, following Quebec’s lead. Manufacturers could only respond to this announcement by staying the course and offering their complete product lineup across all powertrain types. However, price reductions for electric vehicles have already been announced by some manufacturers or will be shortly.

Paradoxically, this edition of the Show welcomes exclusively electric vehicle manufacturers Lucid and Polestar for the first time. Also, the only press conference of this media morning, organized by Hyundai, featured the new 2026 IONIQ 9, a seven-passenger all-electric SUV.

See and Touch

Last year, 168,000 curious visitors walked through the Montreal Auto Show doors. The variety of manufacturers’ offerings can be valuable for consumers wanting to see and touch, or obtain more information about a vehicle before purchasing. With 153 SUV models on display, compared to 23 sedan options, the Show clearly illustrates the Canadian trend of motorists’ preference for light trucks.

Visitors can also dive into the world of four-wheeled dreams as exotic brands showcase their jewels, inaccessible to the average person.

The Role of Dealerships

The Montreal Auto Show’s success relies on manufacturer participation. That being said, dealers are never far from manufacturers’ minds.

“We progress thanks to our dealers,” explains James Hodge, Chevrolet Brand Director for Canada. “If we talk about, for example, the transition to electric vehicles, as with our Equinox EV that has carved out its place in the market this year, it’s the dealership teams who will accompany their customers. A consumer who knows Chevrolet, who already has a trusted relationship with their local dealer, will experience this transition with more confidence, knowing their dealer is there for them.”

At Cadillac, they’re announcing the arrival of the electric SUVs OPTIQ and VISTIQ while also explaining that their catalog includes an interesting selection of luxury gas-powered vehicles. “We’ll continue with the electric wave,” maintains Laetitia Lopez Art, OPTIQ Design Lead at Cadillac, who we met at the Show. “The manufacturer’s challenge is to achieve a more modern signature for a brand with a long legacy of prestige.”

The suspension of electric vehicle purchase incentives may cool the enthusiasm for transport electrification, certainly, but manufacturers seem well committed to this transition. And they still maintain conventional vehicles in their catalogs for consumers who prefer them.

Discover a glimpse of our visit through photos.