On March 14, 2025, Toyota hosted a Ladies Day event at the Calgary International Auto and Truck Show at the BMO Centre. It is an annual event which brings together female car enthusiasts, sleek sports cars and representation, giving Calgarians something more than just beautiful cars to look at.
In recognition of International Women’s Day, Toyota also gifted female attendees a rose, a lunchbox filled with skincare products and 50 per cent off admission tickets.
“The gift bags are extremely popular, with many years having run out just after dinner hour,” said Jim Gillespie, executive manager of the Calgary Motor Dealers Association.
This event is Toyota’s way of celebrating women in the driver’s seat, recognizing the growing role and importance of women buying cars.
“I believe ladies will be taking on more significant roles in the industry moving forward,” said Gillespie, noting that women now have a larger say in vehicle purchases.
Volkswagen Sales & Leasing Consultant, Chiara Gunhold, says that this event helps connect female car enthusiasts while challenging old ideas.
“Interests don’t have genders, just because people like cars, it doesn’t necessarily mean it’s a male-dominated field anymore. That’s such an old idea,” said Gunhold.