Automotive News Canada - January 2024 - 4

4
* JANUARY 2024
Dealers to ensure
Stellantis presence
at Toronto auto show
At least seven brands,
including Ford and
Lincoln, are returning to
CIAS, but Honda and VW
will again be no-shows
By GRACE MACALUSO
MANAGING EDITOR
STELLANTIS IS PULLING OUT OF
auto shows in Canada, citing the " challenging
automotive market in North
America. "
The automaker is withdrawing
corporate support to preserve
" business fundamentals " as it
" optimizes its marketing strategy
relating to auto shows, " the automaker
said in a Jan. 3 statement
to Automotive News Canada.
" To be as efficient as possible
in our media spend, we are
encouraging our dealers to evaluate
participation in auto shows
on a case-by-case basis, while prioritizing
opportunities for consumers
to experience our vehicles
first-hand, " the company said.
Stellantis' " Toronto-area dealers
have agreed to fund all display
and activation costs pertaining
to the " Canadian International AutoShow
(CIAS) in Toronto, the automaker said.
Stellantis' brands as well as the Camp
Jeep off-road test track will be returning to
CIAS, which runs Feb. 16-25 at the Metro
Toronto Convention Centre, CIAS General
Manager Jason Campbell told Automotive
News Canada.
The Camp Jeep off-road exhibit drew
26,000 people at the 2023 event, he added.
" It really stole the show. "
RETURNING FOR 2024
Campbell said at least seven brands
that did not display at CIAS in 2023 are
returning this year as the industry continues
its post-pandemic recovery.
They are Ford, Lincoln, Volvo,
Polestar, Porsche, Infiniti and Genesis.
" There's also six other brands that we
are set to [unveil] closer to the start of our
major ticket sales period, which
is end of January, " he said.
Honda and Volkswagen, however,
will be no-shows for a second
consecutive year.
Campbell:
Expects CIAS
attendance
numbers to
mirror those of
the 2023 show.
FILE PHOTO
" Honda continually looks to
effectively market our brands to
achieve our evolving business
goals, while managing activities
that require significant resources
and financial commitments, "
company spokesman John
Bordignon said in an email to
Automotive News Canada.
" This [ongoing] process
includes examining our auto
show involvement and marketing,
sponsorship and advertising
activities that we feel best
suit the needs of consumers and our business. "
CIAS
reopened its doors in 2023 after
the COVID-19 pandemic forced its cancellation
in 2021 and 2022. The 2023 show
featured 20 brands, one global vehicle
Toronto dealers are footing the bill for the Stellantis display and Camp Jeep test
track at CIAS in February. PHOTO: STELLANTIS
debut, a North American debut and nine
Canadian debuts, along with more than 75
all-electric vehicles.
The 2024 show will be " going back to its
pre-pandemic size because of the additional
brands " that will be staging exhibits,
said Campbell.
Campbell said he expects attendance
numbers to match last year's tally of
350,214, which was the third-highest total
in the event's 50-year history. That was up
17 per cent over 2020's total of 334,194.
CIAS will also see the return of experiential
features, such as the EV test
track, but this time around it will be
both an indoor and outdoor exhibit, said
Campbell, adding that it drew more than
6,000 people at the 2023 show.
" I'm anticipating we'll have over 10,000
people taking electric vehicles for test
drives over the course of the 10 days of the
show, " he said.
'CASE-BY-CASE BASIS' IN THE U.S.
In the United States, Stellantis is pulling
out of the Chicago Auto Show Feb. 10-19 as
it reevaluates its approach to such events
but still plans to have its popular Camp
Jeep exhibit at the New York show this
spring.
Stellantis, normally a staple at auto
shows around the country, said it is
assessing its presence at U.S. events on a
" case-by-case basis. "
Stellantis did not attend CES, which
ran Jan. 9-12 in Las Vegas. The company
announced plans late last year to eliminate
production shifts at two U.S. assembly
plants, potentially laying off up to 3,500
workers because it needs to build fewer
SUVs to meet stricter emissions standards.
At
its third-quarter financial results
conference call, the automaker said it
would continue to cut costs to mitigate
the impact of a six-week campaign of coordinated
strikes by the UAW last fall. The
work stoppage ended after the union won
record salary increases for workers at the
Detroit Three automakers. Canadian auto
workers at the Detroit Three also secured
unprecedented gains during 2023 contract
talks. - ANC
With files from Vince Bond Jr.
of Automotive News
Regional shows adjust to downsized automaker presence
EV test tracks take centre
stage at Vancouver and
Calgary shows in March
By HARRY PEGG
CALGARY CORRESPONDENT
STELLANTIS' WITHDRAWAL FROM
Canada's auto show circuit won't deter
regional events from forging ahead, organizers
said.
Eric Nicholl, executive director of the
Vancouver auto show, said his staff has
been preparing for the possibility since
last summer when " it was hinted that
they might not be here " for the March
20-24 show.
" We understood [Stellantis] would
potentially not be here and built our floor
plan covering whether they were in or
out.
" We're engaging with a handful of
Vancouver dealers, " he said, adding that
there will be " smaller dealer-led displays,
but excellent participation in our test
drive events. "
FOCUS ON ELECTRIFICATION
Stellantis is leaving it up to its dealers
to determine whether to participate in
auto shows across the country.
While the Vancouver show is a mix of
Vancouver auto show organizers are planning around the absence of Stellantis'
participation at their event. PHOTO: FACEBOOK
internal combustion and electrified vehicles,
the public will be driving EVs or
plug-in hybrids.
Nicholl said the 24 spots available for
the indoor-to-outdoor test route are filled
and the 18 additional outdoor spots are
nearly full. " Right now, we will have
nearly 40 vehicles for the public to experience. "
He
said the return of Ford and Lincoln
adds to entries from General Motors
(Chevrolet, Buick, Cadillac), Toyota,
Lexus, Tesla, Mitsubishi, VinFast and
Polestar.
The show, he added, is " very grateful
for the support from the Dilawri Auto
Group, which has really come to the
table " with vehicles from Lamborghini,
Porsche, Aston Martin, Mercedes-Benz,
Audi and Volvo.
STELLANTIS DEALERS 'ALL-IN' IN CALGARY
Jim Gillespie, executive manager of
the Calgary Auto Show, has been planning
for months to deal with downsized
automaker participation and said dealer
support for the show has been " terrific. "
Stellantis
dealers, he said, " are allin. "
Brands
in the show, which runs
March 7-10, include Volkswagen,
Nissan, Toyota, Lexus, Ford, Chevrolet,
Hyundai, Mitsubishi, Chrysler, Kia,
Buick, GMC, Subaru, Jaguar, Land
Rover, Volvo, Genesis and Audi.
Gillespie said there will be a healthy
display of exotic and luxury vehicles
from Ferrari, Maserati, Aston Martin,
Lotus, Bentley, Rolls-Royce, Porsche,
Alfa Romeo and Lamborghini.
The Calgary show will also include a
hefty helping of EVs, he said.
Representatives of the Montreal and
Edmonton shows were unavailable for
comment. However the Montreal website
indicates the event continues with
a 10-day run starting Jan. 19.
Edmonton's site touts a four-day
show, now called Auto Experience, running
from April 4-7. It also features an
EV test-drive circuit. - ANC
Automotive News Canada - January 2024

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