By John Semley

With all the high gloss, flashy staging, and permeating waft of new car smell, the 2010 Canadian International AutoShow gives no sense that the automobile industry may be in crisis. From its sleek veneers to its CEOs-as-showroom-pitchmen, the CIAS projects the image of an industry very much in control. Bracketing mentions of collective bargaining, blockades, mass recalls, and the slashing of union benefits, the 2010 AutoShow spins the industry’s recent stumblings using hazy post-Obama rhetoric of hope and optimism.
Responding to growing concerns regarding environmental sustainability, “green” seems to be the prevailing theme of the 2010 CIAS. Yesterday, as the CIAS rather routinely unveiled its annual offerings to a gaggle of media outlets at the Metro Toronto Convention Centre, reps speaking on behalf of everyone from General Motors Canada to Audi and Kia focused on issues of fuel efficiency, emissions reduction, and the assured faith that their new models would put the auto industry back on its feet.

It can be difficult to separate the wheat of genuine hopefulness from the chaff of over-confident marketing rhetoric at events like this, but there seemed enough to be reasonably (if cautiously) optimistic about. GM announced that their retails sales in January increased by an impressive 44%, exceeding industry standards, and that operations at their Oshawa flex plant would expand by the fourth quarter of 2010, which would see about seven hundred employees back at work. GM also undraped the Chevrolet Volt, their anticipated electric model, touted as a “true game-changer,” and “the only electric vehicle that won’t leave you stranded after your battery charge is deleted.” (Then again, the same GM rep called Buicks “understated and elegant,” so take all that with a grain of salt.)
Hyundai also had a big announcement in the form of its Blue Drive, the long-awaited plug-in hybrid technology that debuted at the North American International Auto Show in Detroit last month. Adding some razzle to the Blue Drive’s dazzle, the Korean automaker also showcased its newly minted “fluidic sculpture” design philosophy. The “distinctive, dynamic, design language” informed everything from the redesign of the Sonata to a new model boasting DeLorean-inspired gullwing doors.
In the convention centre’s north building, Ford had a pronounced presence, boasting what is easily the largest pavilion at this year’s AutoShow. And while their presentation was marked by much pomp and circumstance (and a free buffet lunch), the auto pioneer trotted out mostly revamps of existing models. The Oakville-built Edge, according to Ford Canada President and CEO David Mondragon, has fuel economy that matches or exceeds any comparable competition in its class, and the new Focus models look pretty cool (maybe even cool enough to nip all the “Ford Joke-us” puns), but otherwise it was business as usual. The Lincoln MKS (also manufactured in Oakville) was all varnish, the signature feature being a new-fangled, iPad-inspired touch screen (“No more clumsy knobs!”) that is bound to further distract drivers. Ford also boasted some of the best puffed-up promotional jargon, with Mondragon celebrating Ford’s showrooms as the “freshest in the industry” and declaring that nobody makes Trucks “more tougher” than Ford.
But of course the real highlights of any good AutoShow are the luxury vehicles and cutting-edge concepts. And though the focus on sustainability has pushed many of the gas-guzzlers, futurist art-cars, and would-be Bond-mobiles to the outer edges of the convention centre, there are still plenty of higher-end autos to satisfy more serious motorheads.
German manufacturer Audi revealed its new R8 and R8 Spyder models, which had president and CEO of Audi Canada Martin Sander note that “efficiency and sportiness are not mutually exclusive.” With a V10 engine and 500 horses under its hood, the Spyder is especially impressive, able to reach top speeds of 313 kilometres an hour (you know, in case you ever need to drive to Sudbury in an hour and fifteen minutes). Sander also noted the convertible Spyder embodied “the intense joy of open-top driving,” but it’s hard to imagine any mid-lifer being able to maintain the integrity of their toupee when they’re rocketing down the Autobahn at 300 km/h. The refined sleek of the Spyder was reflected in Audi’s compulsory car models—waif-thin, raven-haired European women who are a far cry from the busty blondes you’re used to seeing on the mudflaps of an eighteen-wheeler. What’s German for “Do you come with the car?”
Not to be outdone, Mercedes-Benz showed off its SLS AMG, another gullwinged sportscar able to reach top speeds of 317 km/h. Sure it’s totally impractical, but given their relative horsepower, a Spyder/AMG race would make a pretty compelling climax to the next Jason Statham movie. Other luxury lines like Ferrari, Maserati, and Lamborghini had a fairly limited presence, dwarfed by the neighbouring Ford and Honda exhibitions. But then again, with cars like those, it’s the whole “Oh who, me? Yeah, just the most expensive car in the universe, no big deal” appeal that makes them so desirable.
Apart from all the new models and talk about fuel economy and hybrid engines, the 2010 CIAS offers up all kinds of automotive goodies. There’s an installation of classic cars courtesy of the Canadian Motorsport Hall of Fame, a tribute to legendary American racer and designer Carroll Shelby, and an exhibition of eco-conscious cars presented by Transport Canada. There’s lots of interesting stuff to see (the mind reels at the mere logistics of getting all these vehicles in and out of the convention centre), and beneath all the hype, the whole event is basically a consumer playground for anyone harbouring an inner Andretti (or Tim Allen). A very expensive, very purdy, playground.
The 2010 Canadian International AutoShow kicks off today and runs until February 21 at the Metro Toronto Convention Centre. Adult passes are $20 for a single day, or $30 for any two days. For tickets and more info, check out their website.
Photos by Miles Storey/Torontoist.