The “carrot” has been taken away, while the “stick” remains firmly in place
By Blair Qualey
September 9th will mark International EV Day — traditionally a time to celebrate progress. But this year, British Columbia stands at a crossroads. After 15 years of leadership in electric vehicle (EV) adoption, the province’s flagship CleanBC Go Electric Vehicle Rebate Program — widely regarded as one of the most effective clean transportation initiatives in North America — remains on pause and under review.
This program was a turning point. It transformed EVs from a niche product into a mainstream choice. Since 2014, more than 109,000 rebates have been processed, including a record 25,000 in 2024 alone. Those incentives built consumer confidence, modernized dealerships, supported thousands of jobs, and established BC as Canada’s per-capita leader in zero-emission vehicle (ZEV) adoption.
When the New Car Dealers Association of BC first took on the administration of the rebate program 15 years ago, success was anything but certain. EVs were costly, supply was inconsistent, and charging stations were scarce. Many consumers were hesitant, and even dealers were unsure how EVs would fit into their businesses.
Through consistent investment, sound policy, and industry commitment, BC overcame those barriers. Point-of-sale rebates made EVs affordable. Governments and utilities expanded charging networks, giving drivers the confidence to travel across the province. Education campaigns, test-drive events, and EV Day at the Legislature helped demystify the technology. What began as a bold experiment became a North American success story.
That is why the program’s pause raises serious concern. Each time incentives have lapsed in the past, EV sales dropped sharply and immediately — and history is repeating itself. According to S&P Global Mobility, EV sales in BC fell to 15.4% as of June 2025, down sharply from nearly 25% in mid-2024. This represents not just a dip in numbers, but a setback for consumer confidence and for BC’s reputation as a leader in clean transportation.
At the same time, the BC government has left its Zero Emission Vehicle Mandate Law unchanged. The policy requires that 26% of all new 2026 model year light duty vehicles sold— and 90% of 2030 model year vehicles — be ZEVs, with automakers facing $20,000 penalties per vehicle for missing targets. Already, some manufacturers are restricting their allocations of gas-powered vehicles to BC in order to comply — unintentionally limiting consumer choice and creating market distortions and higher prices for new and used vehicles.
The challenge is clear: dealers remain bound by aggressive mandate quotas, even as consumer demand weakens. To put it another way: the “carrot” of rebates has been taken away, while the “stick” of mandates and penalties remains firmly in place. This is not a recipe for long-term success.
International EV Day should remind us of how far we have come. British Columbia can take pride in leading Canada, and much of North America for many years, in embracing a cleaner transportation future. But pride must be matched with practical policy.
The outcome of the CleanBC program review — paired with a realistic recalibration of the ZEV mandate — will determine whether BC continues to lead, or risks stalling just as momentum is building. The solution is within reach: restore consumer incentives to keep EVs affordable, align mandates with real-world demand, and ensure that BC’s leadership in clean transportation remains not just a point of pride, but a point of progress.
Fifteen years ago, government, industry, and consumers dared to imagine a cleaner, more sustainable transportation system. That vision became reality. The next step is clear: let’s not undo years of hard-won progress — let’s keep charging ahead.
Blair Qualey is President and CEO of the New Car Dealers Association of BC. He can be reached at [email protected]
