Accelerate Auto Expands Canadian International AutoShow Student Activation with First-Ever Case Study Competition
TORONTO, ON — March 2026 — Accelerate Auto welcomed more than 50 Toronto District School Board (TDSB) students to the Canadian International AutoShow for the 2026 edition of A Day at the AutoShow with Accelerate Auto, an annual student activation designed to introduce young people to career opportunities across Canada’s automotive industry.
Now in its latest evolution, the program expanded beyond industry awareness to incorporate a first-ever automotive business case study competition, developed in partnership with Georgian College’s Automotive Business School of Canada (ABSC).
Students participated in hands-on business challenges across key automotive functions including branding, customer engagement, marketing, sales, social media management, partnerships, and new model pricing. The competition concluded with team presentations judged by industry professionals from Georgian College ABSC, taq Automotive Intelligence, BMO, Nissan Canada, Ontario Tech University, and Quantuity Analytics.
“This year we’re shifting away from just awareness and getting excited about the sector, and more toward skill development,” said Shannon Miller, Executive Director of Accelerate Auto. “Students are now able to build their business skills as they relate directly to the automotive sector. The goal is increasing job-readiness and post-secondary readiness from the high school level.”
Seven student teams participated in the competition, presenting their recommendations to a panel of judges drawn from industry and post-secondary partners.
A key feature of this year’s program was a structured mentorship component, with students from Georgian College’s Automotive Business School of Canada participating as coaches through the school’s Draft Day program. ABSC students worked directly with high school teams, offering guidance and feedback while developing their own leadership and mentorship skills.
“It was the first opportunity to get our students here with the Accelerate Auto students to help mentor them,” said Jason Dale, Executive Director of the Automotive Business School of Canada. “It was a fantastic experience and there was a lot more engagement this year for both our students and the high school students.”
In addition to the competition, students toured the Canadian International AutoShow exhibits, gaining first-hand exposure to the technologies, brands, and innovations shaping the future of the sector.
The initiative reflects Accelerate Auto’s broader mission to build stronger and more diverse talent pipelines within Canada’s automotive ecosystem. By connecting secondary students with post-secondary mentors and industry professionals, the program highlights educational pathways while strengthening workforce readiness in a rapidly evolving sector.
The winning teams received additional AutoShow tickets and access to a special activation experience in partnership with taq Automotive Intelligence, which also supported the event through judging and student engagement.
Event Partners
The 2026 program was delivered through collaboration between several industry and education partners, including:
Georgian College – Automotive Business School of Canada
Toronto District School Board
Motor Vehicle Retailers of Ontario (MVRO)
taq Automotive Intelligence
BMO
Nissan Canada
Ontario Tech University
Quantuity Analytics
Together, the partners supported programming, mentorship, and judging for the case study competition.
About Accelerate Auto
Accelerate Auto is a not-for-profit organization dedicated to increasing Black representation across Canada’s automotive industry. Through initiatives focused on awareness, development, mentorship, and community, Accelerate Auto connects talent with industry opportunities while supporting professional growth and workforce development across the sector.
For more information, visitwww.accelerateauto.ca
Media Contact
Shannon Miller
Executive Director
Accelerate Auto
shannon.miller@accelerateauto.ca