Salon International de Auto

What Salon International de Auto does

The Salon International de l'Auto de Montréal (Montreal Auto Show / SIAM) is an annual automotive trade show and consumer exhibition founded in 1914 by the Corporation des concessionnaires d'automobiles de Montréal (CCAM). It operates as the largest auto show in Quebec, held over 10 days at the Palais des congrès de Montréal, and is currently led by Executive Vice-President Denis Dessureault. The 81st edition (January 16–25, 2026) attracted over 170,000 visitors, featured 30+ automotive brands with 400 vehicles on display (43% electrified), and delivered 2,206 electric vehicle test drives in collaboration with CAA-Québec and PowerQ.

The show's product surface centers on a multi-zone consumer experience, including the St-Hubert Family Zone, Performance Zone, Overlanding Zone, AJAC 12 Best Vehicles showcase, and the Avant-Première Bénéfice charity gala. Supporting technology is conventional: an official mobile application providing vehicle barcode scanning, digital floor plans, interactive point-based gamification, and online ticketing — there is no disclosed AI/ML capability. Distribution is regional, primarily through the official website and on-site box office at the Palais des congrès, with pricing set in CAD (general admission $20, students/seniors $17, children 6–12 $10, family package $50).

Revenue is generated through four streams: general admission ticket sales (pay-as-you-go unit pricing), exhibitor booth fees paid by automotive manufacturers, multi-tier sponsorship (presenting sponsor iA Assurance auto et habitation), and the Avant-Première Bénéfice charity gala. The company is a privately held subsidiary of CCAM with no venture capital funding, no public ticker, and no public revenue disclosure. A 2024 acquisition of the Salon du véhicule électrique de Montréal (SVEM) consolidated EV-focused exhibition activities, and a 2025 visual identity refresh signaled modernization of the brand.

Name

Salon International de Auto

Legal name

Salon de l'Auto de Montréal

Website

https://salonautomontreal.com

Company type

Private

Founded year

1914

Operating status

Operating

Headcount range

11–50 employees

Short description

The Salon International de l'Auto de Montréal is an annual 10-day automotive exhibition founded in 1914 by CCAM, serving Quebec consumers and 30+ automotive OEM brands at the Palais des congrès de Montréal through vehicle displays, EV test drives, themed zones, and a charity gala.

Ownership category

akta.pro rank

Product category

Auto Show / Automotive Exhibition Services

NAICS

Convention and Trade Show Organizers (56192)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

General Consumer Expos & Trade Shows (MPAGAFAA)

akta.pro secondary industry

Exhibition & Trade Show Management (Conference-Adjacent) (THAHACAF)

Keywords

• Automotive exhibition
• Consumer auto show
• Vehicle showcase event
• Automotive event management
• EV test drive events

Headquarters

HQ city

Saint Laurent

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. General Admission Tickets: Ticket sales for the 10-day automotive exhibition event. General admission $20 CAD (taxes included), with reduced rates for students, seniors, and children.
2. Exhibitor Fees: Fees charged to automotive manufacturers and brands to exhibit vehicles and operate display booths at the show. Over 30 brands confirmed for 2026 edition.
3. Sponsorship: Presenting sponsorship (iA Assurance auto et habitation) and additional partnership arrangements with automotive, financial, and hospitality brands.
4. Avant-Première Bénéfice (Charity Preview Gala): Record $812,000 raised for five hospital foundations through the annual charity preview event.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

The organization produces the annual Montreal Auto Show (Salon International de l'Auto de Montréal), a 10-day in-person automotive exhibition held each January at the Palais des congrès de Montréal. The core deliverable combines consumer admission tickets (from $20 CAD), exhibition booth space for more than 30 automotive brands across roughly 400 vehicles, and an integrated set of experiential zones (EV test drives, Performance, Family, Overlanding) plus a charity preview gala. It functions primarily as an event-management and exhibition-services business, monetizing consumer attendance, manufacturer participation, and corporate sponsorship.

Product overview

The Salon de l'Auto de Montréal is a major automotive exhibition event (not a software product). It operates as a single unified event featuring multiple experiential zones and activities including the main auto show with over 30 vehicle brands, the Avant-Première Bénéfice charity gala, Electric Vehicle Test Drives, Zone Performance, Zone Famille St-Hubert, Zone Plein Air Overlanding, AJAC Best Vehicles Display, a Mobile Application for event navigation, Online Ticket Sales, and Blood Drive partnerships. The event takes place at the Palais des congrès de Montréal with tickets starting at $20 for general admission.

Differentiator

Problem solved

Functional benefit

Products and services

• Salon de l'Auto de Montréal (Annual Auto Show Event) A 10-day annual in-person automotive exhibition held each January at the Palais des congrès de Montréal, showcasing more than 30 vehicle brands with approximately 400 vehicles on display (43% electrified). The event is the core consumer product offered by the organization, with paid admission and is targeted at general consumers, car enthusiasts, families, and electric vehicle intenders in Quebec.
• Avant-Première Bénéfice (Charity Preview Gala) A separately ticketed charity preview event held the evening before the public auto show opens, featuring industry and media attendance. The 2026 edition raised a record $812,000 distributed among five Quebec hospital foundations, and is offered as a standalone fundraising event distinct from the public auto show.
• Official Montreal Auto Show Mobile Application A standalone official mobile application for the Montreal Auto Show, available on iOS and Android, enabling visitors to scan vehicle barcodes/QR codes for detailed information, navigate interactive digital floor plans, receive real-time notifications, and participate in point-accumulation activities for prizes.
• Exhibitor Booth Space at the Montreal Auto Show A B2B offering that sells exhibition booth space at the annual Montreal Auto Show to automotive manufacturers and brands, enabling them to display vehicles, execute Canadian/North American premieres, and engage consumers in Quebec. The 2026 edition featured over 30 exhibiting brands and 400 vehicles on display.

Quantifiable outcome

• 170,000+ visitors per edition
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• iA Assurance auto et habitationflagshipGTM or Marketing PartnerPresenting sponsor of the 2026 Montreal Auto Show. iA Financial Group provides major sponsorship support for the annual event, with their logo prominently featured in event branding and communications.
• CAA-QuébeccoreStrategic or Co-development PartnerCollaboration with CAA-Québec for electric vehicle test drives. CAA-Quebec provides automotive expertise and roadside assistance credibility to the test drive program.
• PowerQcoreStrategic or Co-development PartnerPartner in electric vehicle test drive organization and execution at the auto show.
• AJAC (Automobile Journalists Association of Canada)coreStrategic or Co-development PartnerAJAC presents the 12 Best Vehicles in Canada awards at the Montreal Auto Show during Media Day, providing automotive journalism credibility and awards recognition.
• St-HubertminorGTM or Marketing PartnerSponsor of the St-Hubert Family Zone with activities including mini electric cars for children, face painting, and family-friendly entertainment.
• Monster EnergyminorGTM or Marketing PartnerSponsorship of the Performance Zone featuring modified/tuning vehicles, appealing to automotive enthusiasts.
• Héma-QuébecminorOthersBlood drive partnership during the auto show. Héma-Québec conducts on-site blood donations during the event, promoting community health.
• Journal de MontréalminorGTM or Marketing PartnerMedia partner providing coverage and promotion of the auto show event.
• CarrxpertminorGTM or Marketing PartnerAutomotive dealer network partner for the show.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• SEMA Show: Major automotive aftermarket trade show in Las Vegas. Comparable as a large-scale industry exhibition featuring automotive brands, but skews B2B/aftermarket rather than SIAM's consumer-focused model.
• Geneva International Motor Show: Historically one of the world's most prestigious auto shows. Comparable as a major OEM exhibition event but operates at an international luxury/premium scale well above SIAM's regional consumer positioning.
• Mondial de l'Automobile (Paris Motor Show): Major international auto show historically held in Paris. Comparable in format and consumer/OEM exhibition model but operates at a significantly larger international scale than SIAM's regional Quebec focus.

Direct peers

• Chicago Auto Show: The largest auto show in North America by attendance, held at McCormick Place. Comparable in scale, format, and consumer-exhibition model to SIAM, with similar exhibitor and ticketed-attendance revenue streams.
• Salon du véhicule électrique de Montréal (SVEM): EV-focused Montreal auto show acquired by SIAM in January 2024. Previously a direct competitor in the Greater Montreal EV exhibition niche; now consolidated under SIAM, but historically a comparable peer in scope and geography.
• Los Angeles Auto Show: Annual consumer auto show held at the LA Convention Center. Comparable as a major North American consumer auto show with significant OEM participation, EV showcases, and themed consumer experiences.
• New York International Auto Show: Major annual consumer auto show held at the Jacob Javits Center in New York. Comparable in scale, OEM participation, and consumer/experiential positioning; competes for North American auto show attention and OEM marketing budgets.
• Canadian International AutoShow (Toronto): Canada's other major consumer auto show, held annually in Toronto. Directly comparable as a large-scale, consumer-facing Canadian auto exhibition featuring OEM premieres, test drives, and themed zones; competes with SIAM for national brand attention and exhibitor marketing budgets.
• Detroit Auto Show (NAIAS / Detroit Auto Dealers Association): One of North America's longest-running consumer auto shows operated by a regional dealer association. Directly comparable as a major US consumer auto show featuring OEM premieres, charity previews, and themed experiential zones.

Regional players

• Montreal Comiccon / Comiccon de Montréal: Major consumer fan convention held annually in Montreal. Comparable as a large-scale, themed consumer exhibition event in the same city and venue ecosystem (Palais des congrès), with similar ticketing, sponsorship, and experiential zone models.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/salonautomtl

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Salon International de Auto