APA’s Gilles Pilon and George Iny attended the Media Day of Montreal’s Salon de l’Auto, which ran from January 17-26, 2025. There was strange lack of reference to recent major events like the sudden interruptions of two government rebates for electric vehicles, and a pending trade war with the United States.
Dropping the federal and Quebec EV subsidies will hit some dealers hard. The federal government, which had planned to end its rebates at the end of March 2025, paused them in January. The APA learned that a Ford dealer in Quebec has 600 Mustang Mach E electric vehicles on order for the 2025 model year. In the absence of robust support, the automakers will have to step in with discounts for EVs to reach even a fraction of their projected sales volumes. At this time, Ford, Hyundai, Kia, Nissan, and Volkswagen have stepped up to replace the $5000 after-tax federal government rebate with an in-house price drop – other automakers are predicted to follow.
Although many manufacturers chose not to exhibit at last year’s show, attendance was 170,000. That’s 20,000 more than in 2023, which marked the return of the Salon after an interruption due to Covid-19. The attendance figure underscores the enduring popularity of Montreal’s old-school physical auto show, notwithstanding the automaker preference for vehicle launches at offsite locations featuring a limited number of journalists.
Among the brands that were back at the show, we saw Mercedes-Benz, Volvo, the Stellantis group (Alfa Romeo, Dodge, Fiat, Jeep and Ram), Mitsubishi and Volkswagen. Lucid and Polestar, two recent boutique EV brands, were new to the show.
Escape to nature
Kia’s Wkndr electric adventure vehicle
The ersatz “Back to Nature” theme also included pickup trucks from several manufacturers equipped with a tent over the box – GM’s display even featured a recorded forest soundtrack with chirping birds.
Electric vans are coming
On display were the Chevrolet Brightdrop EV Van ($108,000 base price) and a Mercedes-Benz Sprinter EV ($95,000 base price).
The Chevrolet BrightDrop battery electric van
The BrightDrop is a commercial delivery van based on GM’s Ultium platform. The short wheelbase version is sold as the 400, with the long wheelbase variant marketed as the 600. The standard battery pack can provide up the 263 kilometers of range, with the “Max” pack providing up to 437 kilometers of travel. The BrightDrop is built in Canada.
All-electric version of the Mercedes-Benz Sprinter van
Cadillac
The Optiq is Cadillac’s low-rider BEV crossover
The Optiq is built on GM’s Ultium BEV platform. The Optiq is 175 mm shorter, and has less ground clearance than its showroom mate, the Lyriq. All-wheel drive is provided by a dual-motor setup. Horsepower is rated at 300 horsepower with a maximum possible range of 486 kilometers. GM is taking orders for the car. Expect a slow launch and lots of bugs which have plagued GM’s recent EV introductions.
Built on the same component set at the Optiq, the Vistiq features more traditional crossover styling. The Vistiq shown was a pre-production model.
Hyundai
Restored 1,000,000 kilometer 2009 Hyundai Elantra painted in the same livery as Hyundai’s sporty N models
With 131,000 vehicles delivered in 2024, Hyundai is now the number two importer in Canada. Canada is the country in which Hyundai enjoys its best market penetration worldwide (!) And Quebec is the best market in Canada for Hyundai, accounting for 35 percent of Hyundai’s volume, of which an astonishing 50 percent were EVs in 2024. Quebec accounts for three-quarters of Hyundai’s EV sales, and Hyundai is now the number two EV retailer in Quebec, after Tesla.
Ioniq 9
The Hyundai Ioniq 9 three-row electric SUV made its Canadian debut at the Montreal show. Appearing this spring as a 2026 model, the Ioniq 9 is based on an improved version of the platform shared with other large Hyundai and Kia models. It’s a twin of the Kia EV9 that went on sale last year. The Ioniq 9 can accept an 800V charger, but that technology is not yet generally available in Canada. It can recharge from 10-to 80 percent in 24 minutes. The SUV will feature both the NACS (Tesla) and CCS charging ports with adapters for all networks. It is equipped with a 110 kWh battery, with over 500 kilometers of range under ideal conditions. Among the specifications provided: 422 horsepower and 516 lb-feet of torque. Acceleration will be very quick and towing capacity is rated at 5000 pounds. With a low CD of .269, the shape of the Ioniq 9 is very aerodynamic for an SUV. Cargo volume is 621L with all three rows up, and 1320L with the third-row seat folded. The rear suspension is auto-levelling on all versions. The Ioniq 9’s exterior continues the proliferation of little squares Hyundai call “pixels” that debuted on the Ioniq 5.
Kia K4
The arrestingly elegant Kia K4 replaces the Forte
The new K4 shares its platform with the Hyundai Elantra. Power stems from the same normally-aspirated 2L four and 1.6L turbo four used in the previous Forte. Unlike many cars in this segment, all-wheel drive is not available.
Jeep Wagoneer
The full electric version of the hyper-premium Jeep Wagoneer
The Wagoneer EV arrives this spring. The range of this all-wheel drive SUV is claimed to be 488 kilometers from its 100 kWh battery. The two motors combined deliver 600 horsepower and 617 lb-ft of torque. The S First Edition presented was priced at $91,805. The Wagoneer EV’s price range will likely leave no place for it in Canada. Stellantis, Jeep’s current owner, has lost touch with its clients who expect a lower price point for the Jeep and Ram brands.
Dodge Daytona Charger BEV
The new-generation, full-electric version of the Dodge Charger Daytona
The new-generation Dodge Daytona Charger debuts as a full-electric coupe; gasoline power and a four-door are in the pipeline. The electric variant features a 101.5 kWh battery pack and powers a 496 (R/T) or 670 (ScatPack) horsepower dual-motor, all-wheel drive system. On the conventional gas engine side, an H.O. version of the Hurricane 3L inline turbo six is rated at 550 horsepower in the new Dodge Daytona Charger. Chrysler’s popular, and iconic, Hemi V8 has been dropped.
Lucid Gravity
Massive, and massively expensive Lucid Gravity electric crossover
True to its name, the Lucid Gravity SUV is a heavy, three-row SUV positioned at the upper end of the market. Pricing in Canada starts at $113,500, even higher than that of the $98,600 Lucid Air sedan. Published reports, and a brief test drive by the APA’s road test director, Gilles Pilon, reveal the sedan to be a plush, refined vehicle that is superior to Tesla’s flagship sedan, the Model S. However, sales have been tepid, and without much more robust marketing the future of the brand is clouded.
Nissan Murano
A return to style. The 2025 Nissan Murano
The new Murano is relatively thorough update of the old platform, with the extroverted styling that is one of the model’s strong points. The fragile CVT transmission has been replaced by a conventional hydraulic eight-speed automatic which will likely be more durable. Unfortunately, Nissan’s V6 engine which was one of the strong points of the previous model has been replaced by a complex variable-displacement four-cylinder turbo which has been less than trouble-free. It puts out 241 hp on regular grade gasoline. Alexa voice assistance is new to the model.
With the new Murano, Nissan continues a renaissance that has changed its vehicles from retro-frumpy to genuinely stylish. The lines are clean and applied ornamentation is tasteful. Inside, the cabin is fronted by a dashboard surmounted by the wide and shallow display panel that is becoming a universal feature on new vehicles. Like the Ariya, climate controls are touch surfaces integrated into a faux woodgrain panel. The cabin looks plush for a vehicle in the Murano’s price range.
Volkswagen ID.Buzz
The all-electric Volkswagen ID.Buzz is stylish and versatile but frightfully expensive
The ID.Buzz first edition is a large family van that pays homage to the iconic air-cooled VW microbus of the 1960s. VW has been showing concept versions of the microbus, some of which appeared suitable for production, for more than a decade. This one is an actual production model, with three-row seating and handsome styling. But with a base price of $83,000, nostalgia and chic looks will not be enough to ensure it a significant presence in the Canadian market. The VW ID series of EVs have had very rocky starts, with crippling electronic problems and parts shortages. A prudent buyer will wait until next year before making the leap to the ID.Buzz.
Volvo and Polestar
The full-election version of the Volvo XC90 is called the EX90
The venerable Volvo XC90 was facelifted once again for 2025 and the update spawned a new all-electric version of the crossover sold as the EX90. Its 111 kWh battery pack powers a dual-motor all-wheel drive system rated at 510 horsepower, with a range up to 499 kilometers under ideal conditions.
Orders are now being taken for the Polestar 4
Polestar 4
The Polestar 4 is full BEV hatchback that is larger in all dimensions compared to Polestar’s established 2 model. Rear-drive and dual-motor all-wheel-drive variants are offered.
The Polestar 4 is 239 mm longer than the 2. Power is supplied by a 100 kWh battery pack The Long Range rear-wheel drive model is rated at 200 kW (272 HP), with a range of 482 kilometers. The dual-motor all-wheel drive variant is rated at 400 kW (544 HP), with a published range of 434 kilometers. Charge time is 30 minutes on a Level 3 charger to go from 10 to 80 percent.
The Polestar 4 displays long wheelbase and short overhang proportions. The side profile of this hatchback reveals very tall body sides punctuated by a small glazed area. The lower body features a deeply incised combination of lines that veer a bit toward vandalism. Rear seat riders will not have to worry about sunburned necks as there is NO rear window! Very radical. Inside, the driver faces a small tablet-style gauge package. The centre of the dash features a massive 15.4-inch free-standing screen that controls virtually all vehicle functions. The cabin relies more on form than applied ornamentation for its look and is quite fresh and modern. Seat upholstery is made from recycled plastic bottles. Nappa leather will be optional as well as a fixed glass panoramic roof. With a longer wheelbase than the 2, the 4 should be quite roomy. Two cargo areas, a substantial one at the rear and a small “frunk” at the front, are provided.
Subaru
Subaru sold 68,000 vehicles last year in Canada, a record. As with other brands, momentum was supported by unfilled orders from 2023 carried over into the first quarter of 2024; that masked the slowdown in consumer demand that is finally impacting the market. All Subaru models are available for 2025 but the supply will be tight.
Subaru’s decision not to offer the 2025 Solterra EV in Canada was a lucky move, likely made before the interruption of EV and plug-in hybrid rebates became public. Leftover 2024 Subaru Solterra EVs have an $8500 clearance discount from the manufacturer, which is about the same as the lost federal and provincial government rebates.
Montreal Urban Community Police Version of the Mustang Mach-E
Ford Mustang Mach-E customized by the Montreal police
Three Mustang Mach-E electric SUVs modified for police use were on display. Their suspensions are lowered and there is some custom body detailing. The police officer present explained that the cars are designed as attention-getters for outreach, mainly to young men, who are fans of customization and over-represented in speeding. They will be used at car meets to promote dialogue with the younger segment of the population, and during awareness campaigns to encourage responsible driving and reduce speeds in school zones. The vehicles will not be used for pursuit purposes. Last year, the Municipality of Laval, north of Montreal, bought 12 Mach-Es; the total cost with charging stations was around $1.5 million, a decision that attracted criticism afterwards.
According to the officer present, for police work, the economics strongly favour an EV over a gasoline vehicle. By way of comparison:
- A Ford Crown Victoria uses 40 liters of fuel a day idling and driving, representing approximately $60 a day.
- A Ford Explorer consumes 30-to-35 liters a day, costing $40-$50.
- An EV consumes 20-to-27 KW per day at a cost of about $3.
An EV has a clear advantage over gasoline vehicles when it comes to extensive idling, but there was no mention of more frequent breakdowns, longer time out-of-service for repairs, and the higher cost of repairs on the EVs currently available.