Focusing on the Future

“Tomorrow” is a key theme at the 2027 Canadian International AutoShow

As we edge closer to the 2027 Canadian International AutoShow, it’s interesting to take a look at how things are progressing this year. We’ve had strong response from vehicle manufacturers right out of the gate, and for the 2027 AutoShow, there’s a real sense of OEMs wanting to have a competitive edge. For us, it comes down to essentially two things. The first is understanding what the manufacturers are looking to display and if and how their plans or priorities change or evolve. The second is creating content that not only connects with the automotive industry but also appeals to consumers.

Providing value

In today’s environment, there’s also a third factor, and that’s making the event affordable and providing value to those who attend. This means offering different programs, and providing incentives to both individuals and families, including on the days they’re planning to visit the AutoShow.

From a content perspective, the most frequent questions we’ve been asked in terms of planning for the 2027 AutoShow, is surrounding Chineseelectric vehicles, including when they will be coming into our market and what that will look like. While there are still a lot of questions surrounding these vehicles, public perception and engagement is real, and that’s something we’re factoring in for CIAS. There’s also a great deal of interest about which manufacturers will be participating in the 2027 AutoShow and the types of displays they will be creating at the event. The automotive industry, like many, ebbs and flows, and things change from year to year, including priorities, budgets and strategies.

“While it is always important to consider the revenue return in hosting an event like the AutoShow, the bigger question we’ve found over the years is what does the “experience” return look like?”

– David McClean, Director of Marketing Services, CIAS

Flow year

For the 2027 event, based on the preparation and planning we’ve been doing, there’s definitely a flow, since we have new OEMs coming into the event and a lot of buzz being generated both from consumers and within the industry itself.

While there is still a lot going on behind the scenes, and we can’t reveal all the details, what I can say at this point is that there will be a different look and feel to the AutoShow in 2027, compared with what we’ve seen in recent years. Our goal is to generate excitement about the auto industry and the car buying experience and that means different things to different people. For some it might be aspirational, such as wanting to get up close to exotic or luxury vehicles. For others it may be from a functionality perspective, to see what vehicle fits their needs and what that next new car purchase may look like.

One thing we’re always cognizant of when planning the next AutoShow, is knowing what consistently works in terms of the formula and where changes are needed to enhance the experience of the event and customer engagement that happens both within and surrounding it.

Generating excitement

What is interesting is that while CIAS has been one of Canada’s largest consumer events for many years, it has become very popular and we’ve seen more and more interest from other auto shows in both what we’re doing and the opportunity to potentially work with us. There are synergies there and certainly opportunities, such as cost efficiencies when it comes to bringing vehicles over from Europe or other parts of the world to be displayed at North American auto shows. Ultimately, our objective is to create that buzz and excitement around the new carbuying experience, and as we’ve seen, taking a creative approach and being willing to try different things often pays dividends. Our theme for the 2027 event revolves around the concept of “tomorrow,” since currently, there are a lot of questions surrounding the future of mobility and what the automotive sector may look like. Yet, as we’ve done with past events, for us it’s not just about having a bunch of vehicles on display, but taking a broad approach to see how the automobile has and continues to touch our daily lives, whether its transportation, features, desirability, or even cinematic or entertainment aspects.

While it is always important to consider the revenue return in hosting an event like the AutoShow, the bigger question we’ve found over the years is what does the “experience” return look like? That’s something we factor into each iteration of CIAS and it’s something we continue to look at since, ultimately, we have an obligation to connect consumers with our industry. And, consistently, the AutoShow represents a highly effective vehicle with which to do that.