Do you remember the excitement of seeing a new car and being up close and personal with it?
I remember the emotion I felt when I first attended the 2015 Detroit Motor Show, the excitement of it all and the opportunity to look, touch and feel all the latest cars of the time.
It saddens me then that the ever-growing presence of online car configurators and virtual reality experiences has put a question mark on the continued relevance of events like the Canadian International Auto Show (CIAS).
Considering that COVID-19 was already a factor that led to the show taking a hiatus for two years, major automotive brands had opted out because the entire process was no longer financially sustainable for them.
Despite this, when I heard what was in store for the year’s CIAS, especially on my media day, my excitement was reminiscent of my teenage years.
These physical showcases are not relics of a bygone era, they are more crucial than ever for the future of the Canadian automotive industry.
Auto shows are one of the only ways an ultra-rare Pagani Huayra can be viewed up-close. Photo credit: Akhil Dalvi
The physical interaction with cars, touching, feeling, and sitting inside them, creates an emotional bond. This in-person experience allows individuals to appreciate what these vehicles have to offer.
This emotional connection is not just about aesthetics. It builds trust and brand loyalty, ultimately influencing purchasing decisions.
On the flipside, automotive brands and manufacturers utilize these events to showcase their newest models, along with cutting-edge technologies and sustainability initiatives.
Interactive events like Camp Jeep, EV test track, and expert talks present at this year’s event allow consumers to learn about the latest advancements in vehicles, autonomous driving, and connected car features.
This helps foster a more informed and engaged car-buying public, benefiting both consumers and manufacturers alike.
The CIAS is crucial for Canadian dealerships and local businesses. Hosting 44 brands under one roof, the show generates substantial economic activity, creating jobs and growing the local economy.
Canadian motorsports star James Hinchcliffe with 'The Grand Tour' star Richard Hammond. Photo credit: Akhil Dalvi
It’s also an opportunity for dealerships to connect directly with potential customers, showcase their unique offerings, and build relationships within the community.
This localized aspect fosters a sense of community engagement and strengthens the overall automotive ecosystem in Canada.
Organizing and attending on-site shows is expensive but the economic benefits generated, brand awareness, customer engagement, and industry education they provide, make them a worthwhile investment.
British motoring presenter and journalist Richard Hammond, attending the event, told me he thinks the same.
The automotive world is evolving towards a green electric future but the heritage of old classic cars remains. Photo credit: Akhil Dalvi
“I don’t think it’s remotely surprising that in an increasingly digitized world, there’s a huge appetite for the very analog and visceral experience of meeting up together,” said Hammond.
“Events like this are important as they bring manufacturers and big partners along with them back out of the woodwork. It’s a big spend for people to be at any of it but it’s worth it because that real physical link, real communication, looking people in the eye to talk about the passion we share. I think that’s critical and we’re going to see more of it.” he said.
I hope he’s right.