News
September 07, 2025
GM president says pause on EV mandate is welcome, calls for consumer-focused policy
VANCOUVER - The president of GM Canada says the country's policies around electric vehicles need to be more reflective of consumer demand, rather than what he calls a "forced outcome" from federal mandates.
VANCOUVER - The push for electric vehicle (EV) adoption in Canada is hitting a speed bump, according to General Motors (GM) Canada President Marissa West. Speaking in Vancouver, West expressed her support for a potential pause on the federal government's current EV mandate, arguing for a policy shift that prioritizes consumer needs and preferences.
West believes that the current trajectory, driven by strict government mandates, risks creating a market that isn't sustainable in the long run. She emphasized the need for a more balanced approach, one that fosters genuine consumer demand for EVs rather than simply forcing their adoption through regulations. This "forced outcome," as she described the current policy, could potentially lead to unintended consequences, such as unsold inventory and consumer dissatisfaction.
The federal government's existing mandate aims to have all new vehicles sold in Canada be zero-emission by 2035. While GM has committed significant resources to EV development and production, West suggests the timeline and approach require re-evaluation. She argues that a successful transition to electric mobility hinges on factors beyond just availability, including affordability, charging infrastructure, and consumer education.
"We need to ensure that the transition to EVs is one that consumers embrace, not one that is imposed upon them," West stated. She highlighted the importance of addressing consumer concerns about range anxiety, charging availability in rural areas, and the upfront cost of EVs. Without addressing these concerns, she fears the current mandate could alienate potential buyers and ultimately slow down the overall adoption of electric vehicles.
Instead of solely focusing on mandates, West proposes a more holistic policy framework that includes incentives to make EVs more affordable, investments in robust charging infrastructure across the country, and public awareness campaigns to educate consumers about the benefits of electric vehicles. This, she believes, would create a more organic and sustainable demand for EVs, paving the way for a smoother and more successful transition to a zero-emission future. The discussion surrounding the EV mandate underscores the complex challenges involved in transitioning to a new automotive landscape and the need for ongoing dialogue between automakers, policymakers, and consumers.
West believes that the current trajectory, driven by strict government mandates, risks creating a market that isn't sustainable in the long run. She emphasized the need for a more balanced approach, one that fosters genuine consumer demand for EVs rather than simply forcing their adoption through regulations. This "forced outcome," as she described the current policy, could potentially lead to unintended consequences, such as unsold inventory and consumer dissatisfaction.
The federal government's existing mandate aims to have all new vehicles sold in Canada be zero-emission by 2035. While GM has committed significant resources to EV development and production, West suggests the timeline and approach require re-evaluation. She argues that a successful transition to electric mobility hinges on factors beyond just availability, including affordability, charging infrastructure, and consumer education.
"We need to ensure that the transition to EVs is one that consumers embrace, not one that is imposed upon them," West stated. She highlighted the importance of addressing consumer concerns about range anxiety, charging availability in rural areas, and the upfront cost of EVs. Without addressing these concerns, she fears the current mandate could alienate potential buyers and ultimately slow down the overall adoption of electric vehicles.
Instead of solely focusing on mandates, West proposes a more holistic policy framework that includes incentives to make EVs more affordable, investments in robust charging infrastructure across the country, and public awareness campaigns to educate consumers about the benefits of electric vehicles. This, she believes, would create a more organic and sustainable demand for EVs, paving the way for a smoother and more successful transition to a zero-emission future. The discussion surrounding the EV mandate underscores the complex challenges involved in transitioning to a new automotive landscape and the need for ongoing dialogue between automakers, policymakers, and consumers.
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