TORONTO – This year marks the 40th anniversary of the Canadian International AutoShow (CIAS) in Toronto, Ontario. To celebrate the anniversary the show combines the past, the best of the present and visions of the future. But before the doors open to the public for this celebratory year, the media get a preview of what is in store.
In keeping with the overall theme of the show, Dianne Craig, president and CEO, Ford of Canada, introduced the Lincoln press conference by highlighting the rich history of the brand. She then turned the focus to its rejuvenation and our commitment to reinventing the Lincoln Motor Company to move its proud legacy of luxury forward into the 21st century.
“Lincoln vehicles will be characterized by stunning design and executed with simple elegance,” said Craig. “This commitment to Lincoln is shared by our dealers as well, who are reinvigorating their dealerships across the country.”
Peter Jansen, manager, National Lincoln Sales, and Jamie Rae, manager, Lincoln Product Marketing, gave the crowd further insight into what we have planned for the brand in Canada.
Together with Lincoln dealers, the company is creating personalized experiences only Lincoln can deliver, experiences that will surprise and delight the new luxury clientele Lincoln Motor Company vehicles will attract. It was just one year ago at CIAS that Lincoln introduced the first of four new vehicles, and the new 2013 Lincoln MKZ moved seamlessly from last year’s concept to today’s reality, with vehicles starting to arrive in dealerships across Canada.
Which leads to Lincoln’s future and the unveiling of the Lincoln MKC Concept. This stunning concept is a hint at the next exciting chapter for Lincoln and signals the important role that a small, luxury utility will play in the lineup. The small luxury segment represents a real opportunity as it is the fastest-growing segment in the luxury market and no one has yet established long-term dominance in it.
The Canadian media are interested in the new direction of Lincoln and the reaction at the press conference certainly signals they’ll be keeping a very close eye on the Lincoln story.
Next up was the Ford press conference and Craig once again took to the stage.
“We’re so proud of our new products, our team and our dealers; the promise of Go Further means that and more,” said Craig. “To us, Go Further means delivering not only great vehicles but helping to create a better world and finally, building a strong business.”
After highlighting Ford of Canada’s sales leadership for three consecutive years, best-selling vehicle for three years (Ford F-Series) and the incredible 47-year truck leadership milestone for F-Series, Craig turned the stage over to Jack Palazzolo, vice president, Marketing, Ford of Canada, who unveiled three vehicles for the large media crowd.
The all-new Ford Transit and Transit Connect Wagon were the first vehicles to grace the stage. Built Ford Tough is bigger than trucks, and the Transit family is a big deal for Ford customers and a huge growth opportunity for the company. Drawing on Ford’s global expertise and building on decades of leadership, Ford is introducing a new generation of world-class vans for customers in Canada.
Shifting to the segment of the market where fuel economy is king, it was time to unveil a really exciting addition to the Ford lineup – the 2014 Ford Fiesta ST. This vehicle was a crowd pleaser. This feisty small car, with the performance-tuned version the 1.6-liter EcoBoost engine, combines impressive power with great driving dynamics. Nothing in this segment even comes close.
The rest of media day was abuzz with activity at the Ford and Lincoln stand, as executives and product experts talked to a range of media from TV, radio, print and social media.
The Canadian International AutoShow opened its doors to the public on Feb. 15 and runs through Feb. 24. The Ford and Lincoln stands are ready to go with dynamic products and engaging activities to excite everyone who hits the show floor.