Trade uncertainty, vehicle affordability, artificial intelligence and the arrival of more Chinese automotive brands dominated conversations at the 2026 Automotive Conference & Expo (ACE) in Niagara Falls. But for all the challenges facing Canadian dealers, the mood was far from defeatist.
The two-day gathering combined global perspectives from former Ontario premier Bob Rae and China-based strategist Tom Van Dillen with practical workshops, a busy tradeshow and plenty of networking. Organizers reported stronger attendance and unprecedented demand for exhibit space, while exhibitors praised the quality of conversations with dealers.
Held October 15–16 at Fallsview Casino Resort, the event, presented by the Motor Vehicle Retailers of Ontario (MVRO) and Consolidated Dealers, attracted 750-plus attendees. The sold-out tradeshow featured more than 85 exhibitors, reflecting the growing scale of the event. Thursday featured a full day of keynote presentations, followed by a Friday program of practical workshops aimed at helping dealers improve their businesses.
Todd Bourgon, MVRO’s CEO, said the turnout and demand from suppliers were encouraging, particularly given the broader economic climate.
“Attendance is up. We’ve never had more demand for space in the trade show,” said Bourgon in an interview with Canadian auto dealer. He said organizers had expanded the exhibit area into the hallway and still had a waiting list of about 14 prospective exhibitors.
Bourgon said the event’s focus remains distinctly Canadian.
“This event will always be about Canadian content, what works in Canada, what doesn’t work in Canada, what’s legal in Canada,” said Bourgon.
That focus was reflected in the conference program, which sought to balance big-picture discussions about the future of the industry with practical ideas dealers could apply in their stores.
One of the most eye-opening presentations came from Tom Van Dillen, Managing Partner of Greenkern, who has lived and worked in Beijing for more than 25 years.
Rather than focusing exclusively on Chinese automakers, Van Dillen examined the industrial strategy, government policies, intense competition and culture of innovation that have helped China become a global technology and manufacturing powerhouse.
He described China’s transition from “made in China to designed in China,” with long-term government planning providing direction for investment in electric vehicles, renewable energy and other strategic sectors.
Van Dillen also explained how Chinese businesses have evolved from adapting Western technologies to developing their own innovations, some of which are now being copied or adopted internationally.
The automotive industry is following a similar trajectory, he argued, with Chinese manufacturers rapidly advancing in battery technology, software, manufacturing and product development.
For Canadian dealers, the implications extend well beyond the initial quota of Chinese-made EVs permitted into the country. Van Dillen pointed to China’s enormous vehicle manufacturing capacity and the pressure on domestic manufacturers to develop export markets as evidence that its global automotive ambitions are unlikely to diminish.
He also described innovations in battery swapping, mobility services and autonomous transportation that could eventually influence how vehicles are marketed, sold and used elsewhere.
Rae, Canada’s former ambassador to the United Nations, approached the industry’s challenges from a geopolitical perspective.
During a wide-ranging fireside chat with journalist Petrina Gentile, Rae discussed the disruption caused by U.S. trade policy, the rise of China and the increasingly unpredictable international environment.
“I don’t think they’re being rewritten. I think the rules are being ignored and wiped out and we don’t know what the new rules are,” said Rae, referring to the traditional rules governing international trade.
Rae urged Canadian automotive businesses to continue making the case to their American counterparts that tariffs damage the highly integrated North American automotive industry.
He said a negotiated agreement between Canada and the United States remained possible, but Canadian businesses and industry associations needed to build support among American manufacturers, dealers and business leaders by demonstrating that cooperation serves their interests as well.
Rae also emphasized the importance of maintaining Canada’s manufacturing base while adapting to competition from Chinese automakers.
For dealers concerned about retaining customers as new brands enter the market, Rae offered a straightforward piece of advice: “Stay close to your customers.”
He warned against assuming that longstanding customers will automatically remain loyal and encouraged dealers to focus on relationships, value, product quality and innovation.
Those themes provided a bridge to the more operational presentations, including a session by Brandon Roy of NCM Associates.
Roy’s presentation, The NCM Dealer Playbook: 20 Monday Morning Moves That Drive Performance, focused on practical approaches to improving dealership operations, leadership and accountability.
The emphasis was on the everyday management practices that can improve dealership performance, even when broader economic and market conditions remain uncertain.
Artificial intelligence was another recurring theme throughout ACE.
Mathew “Growdy” Growden challenged dealerships to stop waiting for their manufacturers to prescribe an AI strategy and start experimenting with applications that address everyday business problems.
His Thursday presentation focused on improving existing processes, such as sales lead follow-up and after-hours customer inquiries, rather than adopting technology simply because it is new.
Growden urged dealers to develop internal expertise, seek outside guidance where necessary and approach AI as a tool to support employees rather than automatically replace them.
Russell “Russ Flips Whips” Richardson brought a different perspective to digital technology, sharing how social media videos helped him build a following and increase vehicle sales.
Drawing on his experience as a Lincoln salesperson, Richardson encouraged dealers to use entertaining and informative content to answer consumer questions, build trust and connect with prospective buyers before they arrive at the dealership.
The keynote program also included a presentation by Kolby Garrison, a blind NASCAR enthusiast, who offered a different perspective on how touch, sound and emotion shape the automotive experience.
His presentation highlighted the importance of accessibility and human connection in an industry increasingly focused on technological change.
Friday’s workshop program shifted the emphasis toward dealership operations, with sessions addressing AI-assisted advertising analysis, customer retention, collision repair, workforce management, security and fraud prevention.
Representatives from the Canadian Automobile Dealers Association (CADA) used the event to share insights from its latest Workforce Study and discuss how stronger leadership and management practices can help dealerships address staffing challenges.
CADA also took the opportunity to meet with members of its newly formed Canadian Truck Dealers (CTD) division.
CADA President and CEO Tim Reuss, CTD Executive Director Kevin Disher and CADA Chief Economist Charles Bernard outlined the association’s renewed focus on representing the specific interests of heavy-truck dealers.
They highlighted an early advocacy success involving differences between Canadian and U.S. heavy-truck emissions regulations that had threatened to disrupt imports of 2027 model-year trucks. CADA’s intervention helped secure federal assurances that provided manufacturers with greater certainty and a pathway toward reopening their Canadian order books.
Other sessions addressed the growing security risks facing dealerships.
In a workshop on modern auto crime, two Peel Regional Police detectives warned dealers about fraudulent financing, potential criminal involvement by dealership employees and weaknesses in physical lot security.
The session underscored the importance of internal controls, employee screening, closer communication with lenders and practical measures to protect valuable inventory.
The busy tradeshow floor provided another important dimension to ACE.
Suppliers showcased a wide variety of products and services, including AI-powered customer engagement systems, dealership management platforms, inventory sourcing tools, F&I solutions and equipment designed to improve fixed operations.
In interviews with Canadian auto dealer, exhibitors expressed satisfaction with show attendance and the quality of their conversations with dealers.
Several reported that retailers were becoming more selective in their technology investments, asking tougher questions about return on investment, integration with existing systems and measurable productivity improvements.
The Women Driven Awards celebrated the accomplishments of women making a difference in the automotive industry, while a special sponsor-recognition event on the evening before the conference acknowledged the organizations helping make ACE possible.
Held at Fallsview Casino Resort’s exclusive 21 Club, the event featured a cocktail reception followed by a formal dinner recognizing five major sponsors who had committed to supporting ACE for another three years.
Bourgon thanked representatives from CARFAX Canada, Sym-Tech Dealer Services, RBC, iA Financial Group and CADA, presenting each organization with a commemorative plaque recognizing its contribution.
Addressing guests, Bourgon emphasized that the continued support of these sponsors was essential to the success of ACE. Their financial commitments, he said, helped organizers attract the calibre of speakers and deliver the quality of programming that have become hallmarks of the event.
He also applauded the organizations for renewing their commitments for another three years, providing the financial stability and confidence needed to continue building and developing ACE.
Beyond the formal sessions, networking remained a major part of the conference experience.
The popular exhibitor passport program encouraged attendees to visit supplier booths and collect stamps for a chance to win prizes, while celebrity appearances and informal gatherings helped keep the atmosphere lively.
The social side of ACE culminated in Thursday night’s kickoff party at Margaritaville, where Andrew Johns performed a Classic Elton tribute, backed by a full band, horn section and backup singers.
For dealers navigating an increasingly complicated business environment, there was no shortage of things to think about — or ideas to take back to their dealerships.
