Nissan is going all in with Canadian auto shows in 2023—going against the current of some manufacturers who have chosen not to do so—and with an interesting marketing plan to launch its new products.
Nissan has committed to the Montreal International Auto Show January 2-29, the Canadian International AutoShow February 17-26 and the Quebec International Auto Show March 1-30. The Canadian auto shows are returning after COVID-19 fully cancelled the last two.
“At Nissan, we still believe in the auto show formula obviously, by the commitments we’ve made,” said Canadian President Steve Milette in an interview with Canadian auto dealer. “It’s a way for us to bring the products to the people, so they can touch and feel.”
Nissan has done a complete refresh of its lineup with an A-to-Z lineup of new vehicles. The A represents the Ariya battery-electric crossover and the Z is for the Z sports car. There will also be some other products—the new Rogue Crossover and the redesigned Frontier midsize Frontier pickup. The Ariya Surfwagon Concept will also be on display.
“We have a very fresh portfolio and we just want to display it to Canadians in Montreal, Toronto and Quebec City,” said Milette. “For us, it’s a formula that still works. We’re making the bet there will still be high-traffic areas coming through these auto shows. They are not necessarily shoppers today, but certainly it’s a good way for them to see our product and to witness what this brand has transformed to over the last few years.”
The Montreal show will feature an appearance by French Canadian actress Karine Vanasse, who is a Nissan brand ambassador, and 2022 Nissan Sentra Cup champion Valerie Limoges, a fellow French Canadian who earlier this year became the first female racer to clinch an all-category in a Canadian road racing championship.
“She plays an important role within the Sentra Cup, but I think she plays an even more important role from all things (Diversity, Equity and Inclusion),” said Milette. “She can share her experiences and how she can influence other women to do non-traditional things with their careers. Our team brainstormed on ideas to activate auto shows and Valerie is a super-accessible individual. She takes part in many of our events. She felt it was a good idea. I think it was good for both parties.”
Milette said it’s still to be decided whether or not Nissan will do a similar activation for the Toronto and Quebec shows.
Interest in the return of the Canadian International AutoShow (CIAS), which is celebrating its 50th anniversary in 2023, is drawing its best-ever early ticket record. Since the CIAS kicked off its ticket drive on December 1, more than 15,600 tickets have been sold, which is an increase of 227 per cent from 2020. “It’s a great start,” said CIAS General Manager Jason Campbell. “We’re looking forward to another great show. People want to come back, and they are showing it with their eagerness to buy tickets.”
