As U.S. tariffs roil the auto industry, Toronto’s Canadian International AutoShow opens this Friday on a note of optimism after Ottawa unveiled its new automotive strategy, which incentivizes electric vehicle (EV) sales.
Canada’s biggest auto show has never been shy about promoting electric vehicles, and this year’s event, which runs Feb. 13-22 at the Metro Toronto Convention Centre, lets visitors drive more than 50 EV models on its indoor and outdoor test tracks.
The federal government’s plan will make it more viable for motorists to go electric, by replacing the previous mandate that set rigid EV sales targets in 2030 and 2035 with fresh EV buyer incentives and more investments in charging infrastructure and auto manufacturing.
The strategy was welcomed by automakers, dealers and environmental groups alike, characterized by Rick Smith, president of the Canadian Climate Institute, as “a positive step toward a more affordable future powered by clean electricity.”
It will help advance Canada in a world where one in four cars sold globally is electric, and signals Canada’s divergence from America’s “Drill, baby, drill” energy policy.
At its core, the Toronto show promotes cars and trucks that consumers can buy right now.
“Despite the challenges that manufacturers are finding in the EV space, there’s still a big demand to showcase their cars for consumers,” said Jason Campbell, general manager of the show.
Campbell noted that more than 40 automobile brands will be present, including Land Rover as part of the Grand Touring Automobiles dealer display. Conspicuous by their absence are Honda/Acura, Mazda, Mitsubishi and Volkswagen.
The 10-day show is intended to kindle buyer interest in automobiles and enthuse the market, Campbell said. A survey of auto show visitors revealed they’re 2.9 times more likely than the average consumer to acquire a new vehicle within the next year.
“We’re all about selling cars here,” Campbell said. “We show the entire automotive marketplace with 130 brands and companies that include manufacturers, importers, dealers and parts makers that together employ more than 500,000 Canadians.”
Despite the tariff chaos, Canadians purchased 1.9 million new vehicles in 2025 — the best sales year since pre-pandemic 2019 and the sixth best year on record, according to Andrew King, managing partner of DesRosiers Automotive Consultants.
“Car sales in 2026 will depend on the CUSMA trade renegotiations, which are highly unpredictable,” King said. “If negotiations proceed reasonably, we may see some sales growth. Still, consumers are cautious right now.”
With affordability being top of mind for buyers, Campbell said it’s up to automakers to demonstrate how they deliver value for their customers, noting that sticker prices at the show start in the low $20,000 range and extend up to $200,000 and beyond.
“Transaction prices have not gone up with the imposition of tariffs,” King pointed out.
George Iny, president of the Automobile Protection Association consumer group, suggested car buyers have been somewhat complicit in the affordability crisis by readily swallowing the large price increases that followed the tumult of the pandemic.
“A shopper today will discover that negotiated discounts are nominal or non-existent,” Iny said. “It’s nearly impossible to buy many new vehicles at the retail sticker price without mandatory options and added fees.”
Relief may come with new automotive brands, thanks to the resumption of Chinese imports with a fairly low 6.1 per cent tariff, although vehicle numbers will be capped at 49,000 units annually to start. Previously these were Tesla and Polestar EVs, but Canadians are anxiously awaiting affordable EVs from Chinese automakers such as BYD and Geely.
“We’ve been talking about the possibility of having Chinese brands coming into the show for a couple of years now,” Campbell said, “Maybe we’ll see Chinese automakers exhibiting as early as 2027,” even if their dealer networks take four or five years to set up in Canada.
“We’re an agnostic showcase. We display what people want to see,” he added.
The show is by no means focused on EVs. Fans of gasoline-powered cars and trucks, concept vehicles, classic autos, exotics and motorsport racers will have plenty to see.
Featured is the show’s biggest supercar collection in years — valued at $100 million — including the McLaren W1, P1 and F1 sports cars, along with Ferrari and Pagani models among others.
Motorsports are getting a special focus with the Honda Indy race moving to Markham this summer and Canadian Tire Motorsport Park (formerly Mosport) marking its 65th anniversary. Formula One, the world’s most popular motorsport, is highlighted with the unveiling of new F1 race cars by Audi and Cadillac.
The Canadian International AutoShow will take place Feb. 13 to 22 at the Metro Toronto Convention Centre, 255 Front St. West. Adult admission $28; family pass $60. Details and discounts at autoshow.ca
