Revving into the Future | AI Takes the Wheel at the Montreal International Auto Show
Accelerating into Tomorrow: Artificial Intelligence Steers the Course at the Montreal International Auto Show (MIAS)
The Montreal International Auto Show, a beacon of innovation in the automotive world, is taking a giant leap into the future for its 79th edition. In a groundbreaking move, MIAS, in collaboration with the visionary creative agency Récréation, is harnessing the power of artificial intelligence (AI) to craft a 2024 advertising campaign like no other. This year’s theme? Futuristic vehicle designs that not only dazzle the eye but also underscore the transformative impact of AI on automotive technology.
As a car expert and enthusiast, I can attest that the influence of AI is reshaping the automotive landscape, especially in design, safety, and the overall driving experience. The MIAS organizing committee’s decision to integrate AI in their advertising strategy highlights the technology’s vital role in shaping the cars of tomorrow. Luis Pereira, the Executive Director of MIAS, encapsulates this sentiment perfectly, stating, “Our event is a testament to the future of automobiles. We’re not just showcasing cars; we’re showcasing the future.”
The creative process, powered by Récréation’s use of the Midjourney tool, has resulted in a fleet of concept vehicles that are nothing short of sci-fi masterpieces. These cars, with their chrome finishes and vibrant turquoise and orange lighting, are not just hypothetical models; they are a peek into the not-so-distant automotive future.
Antoine Goulet, the Artistic Director at Récréation, puts it aptly: “Predicting the future of automobiles is no easy feat, but in this challenge, we found our muse. AI, in our creative process, is a tool that amplifies human imagination, not replaces it.”
The 2024 Advertising Campaign: A Nod to Advanced Mobility
The campaign’s slogans, “What drives you?”, “What charges you up?”, and “What fuels your passion?” are not just catchy phrases; they’re a call to action for both combustion and electric vehicle enthusiasts. They invite attendees to explore their personal connection with the automotive world and preview the exciting models and technologies on display at MIAS.
A Historic Celebration and a Glimpse into the Future
This year’s MIAS is more than just a showcase of futuristic concepts; it’s a celebration of Montreal’s rich 125-year history with automobiles. The show promises to be the largest yet, marking the return of industry giants like Ford, Lincoln, Genesis, Infiniti, Mitsubishi, Volkswagen, and McLaren. A highlight for collectors and aficionados alike will be Luc Poirier’s exhibition of 30 Ferraris, a breathtaking journey from 1971 to the present day, showcasing over fifty million dollars worth of automotive excellence.
The 2024 MIAS will feature novel attractions across three levels, dedicated areas for leisure and motorsports vehicles, an autosports zone exhibiting exceptional cars and modified motorcycles, and a special focus on muscle cars and race cars. This year, MIAS isn’t just a car show; it’s a comprehensive celebration of automotive history, present innovations, and a glimpse into the future of mobility.
As a journalist deeply entrenched in the automotive world, I see the 2024 MIAS as a pivotal event, blending the historical essence of automobiles with the boundless possibilities of future technology. It’s more than just a showcase; it’s a testament to the enduring spirit and ever-evolving innovation of the automotive industry.
Discover all new features of the new mobile application, learn about the auto brands present and plan your visit at www.salonautomontreal.com/en/
Schedule & tickets
January 19-27, 2024: 10:00 a.m. to 9:00 p.m.
January 28, 2024: 10:00 a.m. to 6:00 p.m.
Buy your tickets here. If you missed last year’s auto show, here’s a recap of the best of 2023!
