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Sponsorship and Visibility Opportunities

15 – 24 JANUARY 2027 ·

PALAIS DES CONGRÈS DE MONTRÉAL

Q U E B E C ,

E V

C O U N T R Y

Quebec drives electric.

Quebec's appetite for electrification was built over two decades. The Show opened its green technology showcase, “On Route towards a greener future," in 2005, then pioneered Canada's first multi-brand outdoor EV test drives in 2013 with CAA-Québec and the Circuit électrique — 1,691 drives across 8 models. Today it runs nearly 30: a receptive market, eager to adopt incoming brands.

30.9%

Of new vehicle registrations in Quebec were zero-emission in 2024 — the highest in Canada

2013

Canada's first multi-brand outdoor EV test drives — 8 models and 1,691 drives, now nearly 30 models

1/3

Of Canada's public charging stations are in Quebec — 5,013 as of October 2025

80%

ZEV share of new sales Quebec targets by 2035, from 26% in 2026

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Montreal Auto Show: a market-entry accelerator Presence at MAS gives brands entering the Canadian market direct access to high-intent shoppers who are actively discovering and adding new brands to their consideration list.

57%

2.5x

51%

75%

+1.7x

in the purchase funnel within 24 months

more likely to buy within the next year

of 24-month intenders added a brand

attend to see new models and brands

consideration uplift for exhibitors

Includes 35% active shoppers within 12 months

Compared with the general population

Consideration is changed at the show

A natural environment for brand discovery

Exhibitors outperform average brand uplift

How the show supports a Canadian launch Discover

Introduce your brand to shoppers looking for new options

Experience Let visitors sit in, compare and understand the product

Source: 2026 MAS Visitor Experience Survey Report, Clarify Group Inc., 19 March 2026.

Consider

Convert

Earn a place on the shortlist before dealer visits

Capture qualified leads for dealer followup

DECISION ASK Secure a strategic brand presence at MAS 2027

W H Y

A T T E N D A N C E

P A Y S

"Out of sight, out of mind" is measurable. The show rewrites the shopping shortlist in real time. New brands on the floor earn consideration in weeks, not years; brands that sit it out hand that ground to the competitors who showed up.

51%

Of shoppers added a new brand to their shortlist at the show

1.7X

More consideration for brands on the show floor

-1.3X

Consideration lost by absent brands

58%

Research a model online after the show

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The audience you reach. Data measured independently after the 2026 edition by automotive research firm Clarify Group: survey of 2,712 verified visitors, third consecutive year of the study.

Average age of visitors — 1 in 2 is under 45

38%

Household income of $150,000 or more

3.3

Average group size — 50% come with children

1.9

Vehicles per household — 2.3 in households of $150,000+

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D E M O G R A P H Y

Not just traffic. Buyers. TV, radio and billboards sell you reach. We sell you buyers: every person who walks past your brand at the show is actively shopping for a vehicle, wallet open, decision still up for grabs.

57%

Plan to buy or lease within 24 months

35%

Will buy in the next 12 months

2.5X

More likely to buy this year than the general population (14%)

79%

Buyers within 12 months say the show guided their decision

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Six results we deliver

Each asset in this proposition is designed to advance one of these six business outcomes for a brand entering the Canadian market Buyers, not impressions

Enter the shortlist

57% are on the market within 24 months – 2.5 times the general population

51% of visitors add a new brand to their shortlist at the show

Get 3.5 hours of attention

Convert in place

Visitors stay 3 hours and 30 minutes and sit in 9.5 vehicles – no media buy can match that

42% of on-site test drivers leave more likely to buy that brand

Generate amplification

Build local goodwill

72.5% talk about the show afterward – 61% in person, and 32% of under-30s on Instagram

The gala donated more than $12 million to five hospital foundations

L A U N C H

P A C K A G E S

F O R

N E W - T O - C A N A D A

B R A N D S

Start your Canadian launch with the right gear.

TIER 1 – CHARITY PREVIEW GALA (VIP NIGHT) COLLABORATOR Show-wide presence, your brand front and centre at the VIP Gala before 4,000+ dealers, OEM executives and media. It is the fastest introduction to the Quebec network your dealers will ever get.

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TIER 2 – THEMED ZONE PRESENTER

TIER 3 – HIGH-IMPACT BRANDING

Own Performance, EV Test Drives, Family or Overlanding. Your name goes on the attraction visitors remember — up to 47.5% recall — plus on-site activation, media support and category exclusivity in the zone.

Be unmissable on the way in escalator and staircase wraps, Viger Hall floor graphics and elevator branding. Every one of the 170,000 visitors walks past. Available à la carte, from published rates.

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Tier 1 - Charity Preview Gala (VIP Night)

The Mission

$12M+ raised

The experience

What you get

The Gala supports 5 hospital foundations: Sacré-Cœur, LaSalle, the Montreal Heart Institute, Pierre-Boucher and the Montreal Geriatric Institute

Since 2005, the Gala has donated more than $12 million to hospital foundations. 2026 edition: $812,000

Event from 6:30 p.m. to 10:30 p.m. Culinary stations, cocktails, live DJs on 3 levels, silent auction and VIP gift bag

Your brand front and centre before a room of more than 4,000+ dealers, OEM executives, media representatives and public figures

Tier 2 - Themed Zone Presenter Four themed zones, each with measured reach and its own audience. Choose the one that fits – or take them all. Performance Zone

EV Test Drives

The loudest room at the Show, and the one visitors still talk about on the way home.

Hands on the wheel, foot on the pedal — where curiosity turns into intent to buy.

Family Zone

Overlanding Zone

Where families slow down, stay longer and shop the next vehicle together.

The newest zone on the floor — and already the strongest debut the Show has seen.

Z O N E

P E R F O R M A N C E

Every zone is measured. Attraction recall and visitor ratings from the 2026 Visitor Experience Study – so you can choose the zone that fits your audience instead of guessing.

47.5%

Performance Zone recall — rated 4.0/5

39.5%

Overlanding Zone recall in its first year — rated 4.1/5

22%

Family Zone recall — rated 4.1/5, groups of 3.3

42%

Of EV test drivers are more likely to buy this brand

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V I S I B I L I T Y

Be seen across downtown Montreal before visitors even arrive.

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A landmark address downtown.

Since 1983, the Palais des congrès has been Montreal's stage for major events, drawing about one million visitors a year behind its multicoloured glass façade. For ten days in January, it belongs to the Auto Show — and to your brand.

508,756

Sq. ft. of event space, including one of Canada's largest column-free halls

Floors, with 113 multipurpose rooms and venues under one roof

16,000

Hotel rooms within a 10-minute walk, about 4,000 of them linked by the underground network

Visitors a year, in the Quartier international, steps from Old Montreal and the Place-d'Armes metro

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Corner of Viger & St-Urbain. Upscale outdoor location at one of the busiest corners of downtown – visible day and night for motorists and pedestrians.

I N V E S T M E N T

ON REQUEST Exclusive placement · Throughout the Show

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Viger Street footbridge. An iconic canvas spanning Viger Street – a high-impact wrap that transforms the Palais' walkway into your stage.

I N V E S T M E N T

ON REQUEST Custom quote · Limited availability

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Inside the Palais — at every step of the visitor journey. High-impact signage along the Show's route and in the Palais' common areas – in front of visitors during the 3.5 hours they spend on site, plus 17,000+ daily passers-by.

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The starting point. D A I L Y

T R A F F I C

17,000+ Passers-by per day

Premium signage in the ticketing and retail lobbies — a guaranteed first impression.

AVAILABLE UPON REQUEST

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Escalator and stairs. High-impact escalator and stairway wraps in your branding – impossible to miss, turning every step into a brand impression as visitors rise toward Viger Hall.

I N V E S T M E N T

Starting at $9,253

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Floor stickers. Floor graphics in your branding, placed in key high-traffic areas – impossible to miss, turning every step into a brand impression.

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$2,465 per sticker

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Escalators, Level 2. Escalator wraps in your branding — an unmissable location, the last touchpoint before the show floor.

I N V E S T M E N T

$7,005

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Staircase wraps. Stairs in your branding greet every visitor on arrival — a high-impact location, the last touchpoint before the show floor.

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$14,720

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Promotional space and lifts.

VIGER HALL PROMO AREA

BRAND THE LIFT, OWN THE JOURNEY

Open promotional space on Level 2 – perfect for product activation, demos, and brand experiences.

Branding on the elevator doors seen every time visitors call the elevator and wait on each level - repeated exposure at a natural pause point.

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FULL-WRAP ELEVATOR BRANDING · $1,800 EA OR $6,500 FOR 4 J A N U A R Y

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Your brand at the heart of the action.

LEVEL 5 — MAIN FLOOR

LEVEL 5 — CORRIDOR

LEVEL 5 — WALL DISPLAY

LEVEL 7 — CORRIDOR

The central stage where the themed zones and the Show's main attractions converge.

Branded transition corridor linking the Show's themed experiences.

Placed on the wall in the heart of the exhibition floor.

Captive signage in the corridor between zones.

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Additional indoor visibility spaces.

AVAILABLE UPON REQUEST

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Additional outdoor visibility spaces.

AVAILABLE UPON REQUEST

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M E D I A

V I S I B I L I T Y

Showcase your brand across our digital and editorial media. BIG-BOX BANNERS Premium advertising placements on salonautomontreal.com – cited by 28% of visitors as how they discovered the Show, ahead of television and radio.

EDITORIAL FEATURES Branded content embedded in our editorial articles.

FRIENDS-OF- THE-SHOW NEWSLETTER Reach 50,000 subscribers directly in their inbox.

DEALER NETWORK PUSH Targeted send to 1,700 dealership managers across more than 250 MADC dealerships. DID YOU KNOW: THE MONTREAL AUTO SHOW HAS AN OFFICIAL MOBILE APP — 35,000+ DOWNLOADS AT LAUNCH Visitors scan vehicles, earn rewards and receive alerts — a direct digital channel into every visitor's pocket. 11 000 + active users with thousands downloads every edition. M O N T R E A L

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How we prove results Each partnership concludes with a full report, not just a thank-you note Reach estimation

Brand lift measurement

Estimated impressions by location, based on traffic and dwell time

Your questions are added to the official visitor experience study

Consideration Tracking

Activation indicators

Where your brand sits in the consideration set before and after the Show

Booth traffic, demonstrations, registrations, test drives and leads generated by your space

Digital performance

Post-Show Review

Results from banners, newsletters and editorial articles on our channels

A working session within 60 days to analyse the results and plan for next year

LET'S BUILD SOMETHING ICONIC. Premium zones and locations allocated on a first-come, first-served basis — category exclusivity available upon request. Let's build the launch package for your Canadian debut.

CRISTINA ALMEIDA

BECOME A COLLABORATOR OR THEMED ZONE PRESENTER

DIRECTOR, LEARNING DEVELOPMENT & SPECIAL PROJECTS

514-907-6868 C.ALMEIDA@CCAM.QC.CA

2335 rue Guénette, Saint-Laurent, QC H4R 2E9

M O N T R E A L

A U T OM SO HNOT W R E ·A L 8 A2 UN TD O E SD HI TO IWO N·

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