Invest WindsorEssex joins APMA at CES to unveil Canada’s first zero-emission concept vehicle

Invest WindsorEssex/Media Release

LAS VEGAS, NEV. (Jan. 5, 2023) – Invest WindsorEssex (IWE) showcased the Windsor-Essex region on a global stage at the international Consumer Electronics Show (CES) in Las Vegas. CES is one of the largest tech events in the world providing a platform to experience breakthrough technologies, global innovations and connect with subject matter experts.

The goal for this regional participation at CES is to build awareness of Windsor-Essex as a premier location for mobility innovation and to showcase the technological advancements and programming available to companies looking to partner, invest and expand into Canada’s Automobility Capital.

As part of IWE’s conference agenda the team joined the Automotive Parts Manufacturers’ Association (APMA) for the unveiling of APMA’s Project Arrow: Canada’s first zero-emission concept vehicle. This project is a great example of an all-Canadian effort to design, engineer and build the next-generation vehicle and is the largest commercial vehicle collaboration in Canadian automotive history.

IWE is proud to be recognized as the official eXtended Reality Partner for Project Arrow, having brought the virtual design to life using the Invest WindsorEssex Virtual Reality (VR) CAVE: Canada’s largest publicly accessible VR CAVE designed for the development and testing of automotive technologies.

The IWE VR CAVE simulation team worked with the Project Arrow team from inception to assist with the overall layout and design of the prototype, supporting the vehicle architecture definition, packaging of the battery, powertrain, and other key components.

For the concept vehicle unveiling at this year’s CES, the IWE team took on the extended reality work to develop a custom application to showcase and celebrate all the participating companies and their contributions to the vehicle.

Windsor-Essex companies have also contributed to Project Arrow including YQG Technologies who worked with IWE’s Business Retention and Expansion team to develop an online portal to process and track procurement. The portal tracked company submissions to the project, identified components that were most compatible and highlighted shortages in the procurement process. Additionally, local mobility company, Ettractive, is playing a very large part in the development of the vehicle as a key integration partner for the software and controls of the vehicle systems.

With a rich history in the design and production of the automobile and a highly-skilled workforce, it is no surprise that the Windsor-Essex automobility ecosystem has been a critical contributor to Project Arrow. The IWE team has worked alongside the project development since APMA launched this monumental national initiative. IWE is very proud of the virtual simulation work and contributions made to this ground-breaking project and looks forward to continuing to promote and support APMA with their efforts.


“CES attracts global industry leaders in cutting-edge technology and provides the perfect opportunity to showcase the innovation and breakthrough developments taking place in Windsor-Essex. This year, Invest WindsorEssex is proud to have joined APMA as the Official eXtended Reality Partner for Project Arrow, further showcasing our region as the Automobility Capital of Canada and a leader in next-generation vehicle production.” – Stephen MacKenzie, President and Chief Executive Officer, Invest WindsorEssex

“The team at the Automobility and Innovation Centre (AIC) is very proud of the support provided and work conducted on Project Arrow. Every activity undertaken by our team has been done to ensure that we help to tell the story of this monumental effort. From the early days of the CAD model, to scanning the replica of the Avro Arrow aircraft, to creating the custom extended reality application for the CES show, we have been there to help. Being at CES 2023 for the official unveiling of the vehicle is the culmination of the amazing work that has taken place by everyone involved and we are happy to celebrate this historic milestone with the many other partners led by the APMA.” – Ed Dawson, Senior Manager, Automobility and Innovation, Invest WindsorEssex

“The IWE contribution to Project Arrow was critical in bringing the original idea to life through extended reality and in providing additional leadership to ensure innovative local technology found itself on the concept prototype buildout. We could not have done this without them.” – Flavio Volpe, President, Automotive Parts Manufacturers’ Association

About Invest WindsorEssex (IWE) – Invest WindsorEssex is the lead economic development agency for the Windsor-Essex region. The focus of the organization is to develop and execute strategies to retain, expand, attract and help new businesses start-up in the Windsor-Essex region. Invest WindsorEssex is led by a board of distinguished community leaders. A team of professional staff provides assistance with location and investment decisions by working one-on-one with businesses to facilitate the process of starting, growing or locating a business in Windsor-Essex.

Media Contact

Gina Meret-Dybenko
Director, Marketing and Communications
Invest WindsorEssex
Mobile: 519-791-6223