On February 25, the Focus21 team visited the 2024 Toronto International Auto Show and is excited to share the most interesting vehicles and tech startups that made a lasting impression on us.
From February 16 to 25, the 2024 Toronto International Auto Show took place, featuring a vast array of vehicle manufacturers of all shapes and sizes. The event also showcased booths from tech startups, highlighting not just automobiles but also technology.
Due to heavy workloads on custom software development and digital marketing projects, as well as a variety of initiatives the Focus21 team is involved in, we were only able to attend the 2024 Toronto International Auto Show on its last day, February 25.
We selected 10 interesting vehicles and tech startups that stood out the most. A couple of developers considered acquiring new electric vehicles, our digital marketing expert showed interest in the digital transformation of classic cars, and our CEO is looking to expand their fleet with another Tesla.
This project particularly caught the attention of our digital marketing specialist. It's about the tech startup ARC (official website), which specializes in the digital transformation of classic vehicles—turning conventional cars into electric vehicles.
At the 2024 Toronto International Auto Show, the company presented a fully restored 1974 Ford Bronco in sea foam green, with a light interior and a convertible top. However, the most interesting aspect was its electric powertrain, which is what actually powers the vehicle.
We could not overlook the prototype of the first fully Canadian manufactured electric car, Project Arrow (official website), currently being developed by the Automotive Parts Manufacturers' Association (APMA). We had an in-depth discussion about it at the Collision event in Toronto in 2023 (read here).
The organization aims to showcase its technical innovations to North America and the world, proving its capability to manufacture electric vehicles domestically. This is particularly important today, as the automotive industry undergoes rapid changes.
Observing the Tesla Cybertruck, its exterior design immediately captures attention, distinct from any other electric vehicle on the market. It looks and feels exceptionally futuristic, thanks to its angular shapes and the materials used in its construction.
Unfortunately, as with many other vehicles showcased, access to its interior was not available, preventing a complete experience of its essence. Nonetheless, its exterior alone is as unique as possible, a bold move by Tesla and personally by Elon Musk.
The Corvette, driven by Margot Robbie's character in the Barbie movie (2023), unexpectedly drew a lot of attention at the exhibition. Surely, such a vibrant vehicle would attract a lot of attention on public roads, but for now, it is showcased only at similar events.
At the 2024 Toronto International Auto Show, many were eager to sit inside the GMC HUMMER EV, previously inaccessible at similar events for months. Inside, this incredibly attractive electric vehicle feels great, instantly making one yearn for summer and the nearest beach.
The vehicle's interior is made from practical synthetic materials that are clearly water-resistant, suggesting it is designed for typical countryside use. It is perfectly suited for the Muskoka area, 2–3 hours north of Toronto.
Surprisingly, not everyone at Focus21 knew that Lamborghini's history actually began with agricultural tractors. Initially, the company focused on them before making a dramatic pivot to ultra-modern sports cars.
Like many other manufacturers and despite its absolute traditionalism, Rolls-Royce is keen to keep pace with the times. Hence, it demonstrates a complete readiness to transition to luxury electric vehicles, marking a significant step for the company.
On one hand, this move portrays the company as maximally modern and even innovative. On the other hand, it remains 100% true to its unmatched style, inevitably attracting attention. The Rolls-Royce Spectre symbolizes the epochal threshold we are currently crossing.
Among other things, the exhibition featured a replica of Batman from Christopher Nolan's The Dark Knight, which immediately caught our team's attention and motivated us to rewatch the entire trilogy (2005–2012) once again. The quality of this particular specimen did not impress, but it was enough to trigger a wave of nostalgia.
Vehicles like the Pagani Huayra Roadster attract attention precisely because of their exclusivity. There are very few of them on the public roads — even in Toronto, it's very rare to encounter such a vehicle in traffic. It represents the pinnacle of engineering thought that one aspires to reach.
After visiting the 2024 Toronto International Auto Show and discussing automotive trends while walking around the city, all members of the Focus21 team agreed that the RAM 1500 REV, with sales starting at the end of 2024, is the main litmus test for the total digitization of vehicles.
If even the overtly rugged and muscle pickups, which have always surprised with their number of cylinders, high fuel consumption, and incredible internal combustion engine power, are switching to electric traction, it only means that reversing this process is now impossible.
Our company is a space where ideas flourish and transform into reality.
