Canadian International AutoShow a hit with women
Posted Feb 17th 2011 2:30AM
The 2011 Canadian International Auto Show (CIAS) opens its doors to the public this week, and with thousands of auto buffs expected to show up, don't be surprised if you find more women than men in the crowd.
Jaime Lea Foss, marketing specialist for the show, says a huge female presence at the event isn't as uncommon as some might think.
"I've been with the show for a couple of years," says Foss. "So I know the show as a consumer and as specialist – and women love it just as much as men."
The number of female drivers is growing rapidly, so it's not surprising that last year more than 90,000 women attended the show -- with even more expected this year.
'Every year there are more and more women... and I love it," Foss says.
The annual 10-day affair in downtown Toronto features cars and trucks from around the world. Show-goers can expect to see the hottest new models, concepts and technology, but unique to this year is the abundance of free, family-friendly programs.
A professionally-staffed daycare, free keepsake photographs, discount prices for families ($40 for two kids and two adults is a steal) and a host of activities for kids are just some of the highlights.
Surprised by all the women-friendly events? Don't be. Over the years, women (and not just local moms) have been a strong presence at auto shows like the CIAS and its popular counterpart in Detroit.
Women are a driving force -- pun intended -- in the multi-million dollar auto industry and show organizers are slowly starting to wise up to this fact. They're pumping dollars into getting the ladies as close to the cars as possible. Several studies have found that women act alone or take part in approximately 80 per cent of all car purchases.
"Women want to know what type of vehicle it is, what it's going to look like, how she'll get the children to school – there are so many different elements to purchasing a vehicle," Foss explains. "Women are an important part of the car-buying decision too."
The Auto Show runs from February 18 – 27 at the Metro Toronto Convention Centre at 255 Front Street West. For more information, visit the Canadian International AutoShow website.