Canadian International Auto Show 2009
Toronto Showcases New Models, Electric Vehicles & Race Cars
Feb 12, 2009
Show organizers for the Canadian International Auto Show (CIAS) in Toronto from February 13-22, 2009 expected attendance to exceed 300,000 visitors. This would match levels in 2008.
That number turned out to be a bold prediction given struggling automotive sales in the automobile industry. According to Canadian Driver online magazine, actual attendance in Toronto for the 2009 auto show was 253,384. This represents about a 16% drop from the 2008 show.
Attendance at January’s 2009 North American International Auto Show in Detroit was 650,517 -- down more than 11% from the prior year.
Covering over 850,000 square feet, the CIAS is both North America’s largest internationally sanctioned auto show and the largest consumer show of any kind in Canada in both size and attendance.
Venues for 2009 CIAS
Toronto’s auto show is spread over 3 venues in close proximity. The North and South buildings of the Metro Toronto Convention Centre are connected, which enables attendees to browse a total of 4 floors worth of exhibits without having to go outside. Home to the Toronto Blue Jays, the Rogers Centre will also present some of the more than 1,000 cars and trucks on display during the show.
Free shuttle buses run continuously between the outside entrances to these 3 locations, which will be home to over 150 exhibitors. These include car makers, financial services, newspapers and the Canadian Armed Forces.
Set up for CIAS
About 400 Canadian International Auto Show workers toiled for over 2 weeks to:
- Unload 275 tractor-trailers of display materials
- Transport 100 trailers holding vehicles for the show
- Install 48,063 square meters (517,350 square feet) of carpeting
- Apply 2,000 meters (1.24 miles) of hardwall
- Set up almost 1,300 directional and informational signs.
Estimated value of show exhibits is US$48 million, plus another $24 million for vehicles. Some classic cars like the 25 historic Corvettes are considered priceless.
New Vehicle Models on Display
Aggressively trying to stimulate stalled sales caused by the world economic slowdown, car makers are struggling to market unique new features by bundling them with attractive consumer sales incentives. Among the vehicle launches at this year’s show are the:
- 2010 Volkswagen Golf VI with ACC Automatic Distance Control with its laser-based cruise control that maintains a set distance to the vehicle ahead
- 2010 Chrysler Town & Country EV which uses battery power to drive up to 64 kilometers (39.8 miles) and 640 kilometers (398 miles) with the help of its gas motor
- 2010 Lexus HS 250h is a luxury hybrid model representing Lexus’ most fuel-efficient vehicle.
According to Canadian Driver magazine, Nissan will world premiere its NV2500 Concept “onsite construction office” commercial vehicle to be marketed in 2010. The NV2500 Concept includes a wall-less mobile workspace design with a computer workstation, fold-down conference table, numerous storage compartments, cargo/tool tie-down racks, nearly six feet of interior height and an awning-style side panel that opens to create a standing outside workshop table.
Concept Cars Preview Future Vehicle Designs
The focus for most concept cars at this year’s show is on lowering fuel input and emission output. For example, the BMW Concept 7 Series ActiveHybrid reduces fuel consumption and emissions by 15% versus a similar car running on a combustion engine only.
In comparison, the Honda FC Sport A is a lightweight hydrogen-powered sports car that features fuel cell technology, a powerful electric motor and zero-emissions. Japan’s Mitsubishi i MiEV electric vehicle has a 330-volt lithium-ion battery system that powers a 47 kilowatt electric motor.
The 5-passenger Subaru G4e (Green for environment) electric car can travel about 200 kilometers with one lithium-ion battery charge. A battery can be fully charged in about 8 hours or 80% quick charged in just 15 minutes from a home AC power source.
Special Vehicle Exhibits This Year
The 2009 Canadian International Auto Show offers more than vehicles for sale. There are leisure-vehicle displays for all-terrain vehicles, boats, motorcycles, scooters and snow machines. In the NASCAR pavilion on lower level 800 of the MTCC South Building, enthusiasts can change race car tires, drive a race car simulator or watch a Daytona 500 race broadcast.
Cruise Nationals will select a Grand Champion plus gold, silver and bronze medallists from among 10 hot rod and muscle car display finalists.
Attendees at the Rogers Centre venue can see a fashion show, a martial arts exhibition or visit vendors who will be selling car parts, memorabilia and model cars. These include miniature replicas of world-class Audi R8 and Nissan GT-R sports supercars.
Show Needs to Stimulate Auto Sales Turnaround
At its core, the Canadian International Auto Show is a consumer sales and marketing event. Attendance in excess of 300,000 may signal interest in automotive products but not necessary translate into future sales. What really is needed from the show is a commitment by attendees to start spending again on new vehicles and automotive products.
Innovative technologies like electric cars powered by fuel cells offer exciting prospects in reducing carbon emissions. However, many North American drivers consider these new products as immature. It may take years before a significant number of consumers buy into this new breed of automobiles.
Besides, new spending on the latest and greatest vehicles will only really happen when more people are confident about finding and keeping their jobs.
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