Hard to imagine Windsor not building cars — but some leaders say that future isn’t far off

What will Windsor’s future identify look like? Some think it may shift from an auto focus. CTV Windsor’s Sanjay Maru has the scoop.

Windsor-Essex has long been defined by its auto sector — a reputation built over generations. But as manufacturing evolves, some local leaders say it’s time to consider what the region looks like if that identity begins to shift.

Instead, they argue Windsor’s advantage lies in something less visible than assembly lines — a workforce shaped over generations that can adapt as industries evolve.

The idea surfaced in the wake of the State of the City address given by Windsor Mayor Drew Dilkens last week, where much of the focus was on familiar themes: Major investments, population growth and the city’s long-term “game plan.”

But comments from business and workforce leaders pointed to a deeper question about what comes next for a region long defined by autos.

“We have a skill set in Windsor-Essex that is not matched by many places around the world,” said Ryan Donally, head of the Windsor Essex Chamber of Commerce.

“Do I think that we’re building cars 30 years down the road? Maybe, maybe not. Do I think we’re building AI robots? Maybe, maybe not. Maybe it’s humanoids.”

According to Donally, the region’s strength is not tied to a single product, but to its ability to make things — whatever those things may be.

“When you’ve got the capabilities to produce products and goods better than a lot of other places, Windsor will always be a viable opportunity, and we’ll always have a strong economy,” he said.

That “long” view aligns with how Dilkens framed Windsor’s trajectory.

In his speech, the mayor said the city is in the midst of a transition from a “big small city” to a “small big city” — a shift driven by population growth, new investment and large-scale development plans like the Sandwich South lands, where thousands of homes are expected.

For Justin Falconer, CEO of Workforce WindsorEssex, the change isn’t about leaving manufacturing behind.

“First of all, we don’t want to replace manufacturing. I think what we want to do is continue to evolve it,” Falconer said.

“Windsor-Essex has always been a place that build. What we’re really talking about is maybe changing what we build.”

That evolution, he said, will be shaped by technology — particularly automation — and a shift toward more complex, hybrid roles that combine traditional trades with digital skills.

“With more automation, you’re going to have higher skill requirements, and you’re also going to have fewer repetitive roles,” Falconer said.

The trade off, he suggested, is that while some jobs may disappear, others will emerge — often requiring more specialized training.

Some employers, he said, are already moving in that direction.

“I think what employers are doing is they’re trying to diversify within manufacturing, so not necessarily diversifying away from manufacturing,” Falconer said, pointing to sectors like battery production, energy systems, and advanced automation as areas of growth — industries that build on Windsor-Essex’s existing strengths while expanding its reach.

About one in four people in Windsor-Essex work in the manufacturing sector, according to Workforce WindsorEssex.

“I think 50 years from now, we’re going to be manufacturing completely different things than we’re doing today,” Falconer said.

“Can we make homes in factories? What other things can we make in manufacturing facilities that wasn’t possible before with the advent of technology?”

Part of what makes that transition possible, he said, is cultural as much as economic.

“We’ve been doing manufacturing for so long. It’s in our DNA,” Falconer said.

“Everyone knows someone who works at Stellantis. Everyone knows somebody who works in Oldcastle.”

That experience — and the emphasis on precision and quality that comes with it — has been passed down across generations, even as the products themselves have changed.

“Those foundational skills … are what we sometimes take for granted,” Falconer said.

“But they’re what position us for the future.”

Donally struck a similar note, suggesting Windsor-Essex’s prospects should be measured not by whether it builds the same things, but by whether it continues to adapt.

“I think we’re going to be able to launch a very successful next five, 10, 20 years of Windsor-Essex economy,” he said.