The 38th annual Georgian College Auto Show opened last weekend with industry leaders, government representatives, dealers, manufacturers and community partners gathering to celebrate what has become Canada’s largest student-run outdoor automotive event.
But while the opening ceremonies featured remarks from automotive executives, college leaders and elected officials, the spotlight ultimately belonged to the approximately 150 students who spent the past 10 months planning, organizing and delivering a commercial-scale automotive show that attracts thousands of visitors and more than 20 brands and industry partners each year.
Held in a large outdoor area behind Georgian College’s Automotive Business School of Canada (ABSC) in Barrie, this year’s show carried the theme Beyond the Wheel, reflecting both the evolution of the automotive industry and the broader educational experience students gain through the event.
“This show represents more than what is parked on the lot,” said Amanda Caldeira, director of marketing and media relations and one of five student directors leading the 2026 show team. “It’s about the people, the learning, the stories, and the experiences beyond the vehicles.”
Caldeira told attendees that the show is built entirely by students, who spend months coordinating manufacturers, sponsors, logistics, marketing, customer experiences and event operations.
“There have been early mornings, late nights, group chats that never stop buzzing, weather checks that may or may not have caused us stress, and a lot of moments where we had to figure things out together,” she said. “The Georgian College Auto Show is not something that students just attend. It’s something that students build.”
Leading this year’s event alongside Caldeira were fellow student directors Isaac Jesseau (director, sponsorship and performance), Makayla Lawless (director, student experience), Caleb Seguin (director, customer experience), and Stefan Nestoroski (director, site management and logistics).
Jason Dale, Executive Director of the Automotive Business School of Canada, noted that the event remains a unique learning opportunity because students are responsible for virtually every aspect of its operation.
“The Georgian College Auto Show is a 100 per cent student-led event and the largest outdoor new car show in Canada,” said Dale. “Putting on this show is a learning experience unlike any other. It’s an opportunity for students to apply the skills they have learned in the classroom while connecting with industry leaders and potential employers.”
Among those addressing the crowd during the opening ceremony were Tim Reuss, President and CEO of the Canadian Automobile Dealers Association (CADA), Trevor Longley, President and CEO of Stellantis Canada, Kevin Weaver, President and CEO of Georgian College, as well as local elected officials and community leaders.
Reuss praised both the students and the industry’s ongoing support for the event.
“The students are passionate about the innovative and evolving technologies in the industry today,” he said, pointing to the wide range of vehicles and technologies on display throughout the show grounds. He also encouraged students to connect with dealers attending the event, noting that many are actively recruiting talent.
Longley offered a more personal perspective, telling attendees that visits to the Georgian College Auto Show as a young automotive enthusiast helped shape his own career path.
“There’s a special thing about this event when you think about the next generation,” said Longley. “Georgian is a pipeline of development into the industry that’s going to change the future and direct the future of where this industry and the country are going to go.”
He urged students to remain curious, build relationships and embrace change as the automotive industry continues to evolve.
Another example of the students’ work came during Auto Show AFTER DARK, the VIP preview evening sponsored by WEINS Auto Group. The event transformed the show grounds into a networking venue where students hosted dealers, OEM executives, suppliers, alumni and other industry guests before the public opening.
