Canadian Auto Show Gets Two International Debuts

On a continent of big players like the North American International Auto Show in Detroit, Chicago International Auto Show and others, it’s hard for a comparatively small-market event like the Vancouver International Auto Show in
Canada to get noticed? The Los Angeles Auto Show, in a much larger market, was struggling for viability on the international scene until it moved from early January, just before the Detroit show, to late November this year, and in the same way, the Vancouver show has enjoyed recent success by making the event later in the year, allowing access to new models and concepts that would otherwise be introduced at a more major show.

Still more focused on retail than media, the 87th annual Vancouver auto show nevertheless has attracted some big debuts, and more international and big U.S. media than ever before. The show, which opened Saturday, March 31st and will run until Sunday, April 8th, has more than 560 new makes and models on display, targeting consumers interested in the latest and greatest vehicles on the market, concept cars, tuner vehicles and automotive accessories. Truly, despite an arena setting that makes anything inside, including some of the large displays erected by the manufacturers, seem small, Western Canada’s largest auto show has it all.

While many vehicles have already been premiered at other auto shows this season, Vancouver is host to two North American car premieres. Most notably are the 2008 Volkswagen Touareg and 2008 Volkswagen Jetta Wagon. The Jetta Wagon is particularly important to both the Canadian and U.S. markets as it is one of the few compact-sized wagons still offered for sale, while the Touareg sports a new face that’s in line with Volkswagen’s new corporate image. When asked why the Jetta Wagonis making its debut in Vancouver, Shiraz Jessa, Operations and Technical Specialist for Volkswagen/Audi Canada commented, “The main reason is we have a rule to say that when we premiere a car we want to make sure the car is available within three months for sale. The timing has to be there so that once we show the car it is readily available for sale.” True, but what about the much larger New York show taking place this week, which would also fit the bill? Aren’t there even more U.S. and Canadian  journalists in the Big Apple that would be interested in covering these two models? The reasoning remains a mystery.

On another note, a limited edition 2007 Triple White New Beetle Convertible made its Canadian unveiling at the VIAS. Patrick Saint-Pierre, Volkswagen Canada’s Public Relations Manager said, “Only 100 vehicles will be built so it’s a very limited Edition.” Incomparison to the “normal” New Beetle Convertible, it comes equipped with an automatic transmission, satellite radio, has 17-inch wheels, an all-white leather interior and tonneau cover, and of course, it has a triple white exterior which harks back to the days of the old VW Cabrio and old VW Beetle convertibles. Unfortunately, the “Triple White” spell is broken with the roof, which is still made from black cloth.

Other Canadian unveilings included the 2008 BMW 5-Series, which has been subtly restyled and features a new engine lineup, the Alpina (BMW) B7, a 500-hp 7-Series, the Ford Taurus X (a.k.a. Freestyle) and the highly awaited Saturn Astra. Western Canadian unveilings included the Mercedes-Benz CL-Class, Subaru’s 2008 Outback XT, Legacy GT Wagon and Legacy 2.5GT spec.B Sedan, Lexus’ opulent LS 600h hybrid, Toyota’s Tundra, including the extended-cab CrewMax model, and Ford’s redesigned Focus.

Of course, this show and Vancouver itself are dwarfed by the NYIAS and New York City respectively, but nevertheless it’s interesting that a major player like Volkswagen would choose to debut two important models, mid-cycle upgrade and modified body style or not, in a market of only 2+ million; an expensive process that involves flying in media from around the U.S. and putting them up in expensive hotels. This may be a trend worth watching.