2008 Canadian International Auto Show

Over the past couple of years vehicle manufacturers around the globe have not just embraced green and environmental issues but are scrambling to outdo each other. The Canadian International Auto Show held in Toronto was no exception.

No sooner had the Automobile Journalists of Canada (AJAC) handed out its Car of the Year Awards to open the show when Natural Resources Canada took over the same stage for its ecoENERGY for Vehicle Awards. The ecoENERGY awards are part of the Government of Canada's $3.6 billion package to encourage Canadians to use energy more efficiently, boost renewable energy supplies, and develop cleaner energy technologies. Seven manufacturers were acknowledged for their fuel efficiency in 10 vehicle classes: Mercedes' smart car; BMW's Mini Cooper and Clubman; Honda's Civic Hybrid and Fit; the Prius and Yaris from Toyota; co-winners Ford Ranger and Mazda B2300; Ford's Escape Hybrid; the Mazda5; and Chevrolet's Express Cargo/GMC's Savana Cargo.

Most, if not all, major green announcements and concept car debuts had recently been made at shows in Detroit, Chicago, Los Angeles, Washington DC, Frankfurt, Geneva, and Tokyo. The Toyota Hybrid X (above) and Ferrari F430 Spider Biofuel concepts are just a few high profile examples that also were shown at the CIAS. Of all the manufacturers, it was General Motors of Canada's focus on the company's impressive array of innovative and readily available vehicles that encompass active fuel management, hybrid technology, FlexFuel capabilities, electric drivetrains, and fuel cell developments that set the "green standard" for the show.

It was evident that there is still much life left in the internal combustion engine and lightweight diesels as primary sources of motivation for years to come. These represented a very consistent theme throughout the media day announcements. Biofuels, of course, were often part of the discussion.

Auto shows often turn to special presentations as elements to stand out and the CIAS followed this strategy. A special "GTA in Motion" feature exhibit showcased ways that micro-cars, intelligent transportation, low speed vehicles, and single seat vehicles could work toward reducing traffic congestion and lessening environmental impact. Here, vehicles like Toyota's iREAL personal mobility vehicle, Mercedes-Benz' smart fortwo, and Mitsubishi's iCar were on display. Students from Humber School of Applied Technology Industrial Design also offered their ideas for vehicles that could integrate with the Greater Toronto Area transit plan for 2020 through innovative commuter models.

Perhaps the most interesting component of the show was held at the end of a busy, information-filled day - the 3rd Annual Canadian Automotive Summit, a joint presentation by the Globe and Mail newspaper and PricewaterhouseCoopers. Brazenly titled "The Brawl for All," it featured a solid two hours' worth of straight up interviews with automotive industry leaders in a faux boxing ring setting. Engineers, designers, CEOs, product planners, and marketing types were subjected to questions covering everything from battery developments, future powertrain evolution, and real feasibility for electric cars to the use of bio materials in vehicle components and weight reduction strategies.

"We were overwhelmed by the response and have now reached a whole different level of feedback to this summit," says Dean Mullet, "ringmaster" and National Leader, Automotive Industrial Products for PricewaterhouseCoopers. All told, an invited audience of over 700 individuals attended, drawn from an industry-wide supply and service chain that included original equipment manufacturers, parts makers, dealers, ad agencies, bankers, lawyers, and media.

It would appear that the automotive industry in Canada is walking a tightrope as it faces the challenges of rolling out more socially responsible vehicles while still maintaining style, performance, and affordability. Despite the debate surrounding the sustainability of the car business, very little mention was made of reducing vehicle size to reduce each vehicle's physical footprint in crowded urban environments, and that's something we hope will change at future shows.