Tuesday, September 28, 2021
News Toronto, Montreal Virtual Auto Shows Cancelled

Toronto, Montreal Virtual Auto Shows Cancelled

Digital shows not a hit for automakers

  • Automakers not interested in shared digital space

  • But they do want in-person when it’s possible again


Less than a month ago, we told you that Canada’s two biggest auto shows had planned to go virtual for 2021, but as with just about every plan made since last March, this one’s been cancelled. A new report says that the plans have been scrapped for a lack of automaker participation.

The report comes from Automotive News Canada, who spoke with the directors of the Canadian International Auto Show in Toronto and the Montreal International Auto Show. Jason Campbell, the director of the CIAS told AN that they were looking to hold a digital show from February 12-22, when the live show would have taken place. But that manufacturers wanted to focus on their own digital presentations rather than join a shared online format with other automakers.

Montreal show director Luis Pereira said that “quite a few” automakers decided not to participate in the revised format and that made the show no longer viable for the automakers who did express an interest.

Montreal show organisers are now looking at a combination of broadcast TV and webcast events to connect with their local audience, while CIAS said that no decisions have been made on any alternate formats.

Both shows said that they plan to return to in-person for 2022, as long as that’s possible by then. Campbell said that manufacturers are interested in coming back to an in-person show.

 

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