Affordability—Not Mandates—Will Decide What Happens Next
By Blair Qualey
British Columbia has spent more than a decade building Canada’s strongest record on electric-vehicle (EV) adoption, thanks to consistent policy, industry partnership, and, crucially, consumer incentives – but that leadership is now at risk. According to S&P Global Mobility, EVs fell to just 15.4% of new vehicle sales as of June 2025, down from nearly 25% in mid-2024. Heading into the crucial fall car-buying season, the message is clear: unless we act on affordability, BC’s hard-won momentum will slip away.
Our progress didn’t happen by accident. The CleanBC Go Electric Vehicle Rebate Program helped more than 109,000 British Columbians overcome higher upfront costs and make the switch since 2014. Those incentives built confidence, modernized dealerships, supported thousands of jobs—and cemented BC’s reputation as a national leader. Yet the provincial rebate program remains on pause.
It was largely based on this early success that our federal and provincial governments established ZEV Mandates. These BC quotas require that zero emission vehicle make up 26% of new sales by 2026, 90% by 2030, and 100% by 2035—were largely designed during a period of very strong EV market growth, when consumer enthusiasm and sales momentum were at their peak. But circumstances have changed dramatically: sales are softening, affordability is under pressure, and infrastructure remains uneven.
It’s also important to note that much of the initial EV growth was based on a wave of early adopters—enthusiastic consumers eager to be among the first to enter the world of electric driving. Today, we face a different challenge: reaching the more cautious buyers who are skeptical about range, charging availability, or overall affordability.
Winning over the mainstream market requires more than mandates; it demands practical solutions that address cost, convenience, and confidence.
Last week, the federal government made the prudent choice to pause its national ZEV mandate, acknowledging that rigid targets no longer match market realities. It was a responsible, pragmatic decision—and one we hope the BC government will align with.
Mandates alone cannot drive adoption. Households are balancing higher vehicle prices, rising interest rates, and broader cost-of-living pressures. Charging infrastructure still lags in rural and northern communities. And manufacturers are already adjusting production and reducing inventory to align with arbitrary quotas. We learned during the pandemic what happens when supply shrinks and choice narrows: prices rise, both for new and used vehicles.
None of this means we should lower our sights. Quite the opposite. BC now has an opportunity to lead again—by showing how a balanced, consumer-focused approach delivers results.
To keep EV adoption moving forward, the province must restore rebates, align mandate targets with market realities, and continue to expand charging infrastructure—ensuring EVs remain accessible, trusted, and mainstream for British Columbians.
The EV transition isn’t about hitting quotas on a spreadsheet; it’s about building a durable market that works for consumers, dealers, and manufacturers alike. British Columbia has always succeeded when vision is matched with practicality. If we move quickly—restore affordability, recalibrate timelines, and invest in infrastructure—BC can keep leading Canada’s shift to cleaner transportation. If we don’t, today’s warning signs could become tomorrow’s lost opportunity.
Blair Qualey is President & CEO of the New Car Dealers Association of BC. He can be reached at [email protected].
