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Canada Lures Automakers with New EV Incentive Program

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  Published in Automotive and Transportation on Saturday, January 17th 2026 at 15:16 GMT by The Globe and Mail

Ottawa, ON - January 17th, 2026 - In a bold strategic shift, the Canadian government has unveiled a new incentive program designed to aggressively attract foreign automakers to establish electric vehicle (EV) production facilities within Canada. The program, announced today, offers significant preferential treatment to companies willing to build EVs on Canadian soil, potentially bypassing stringent requirements currently in place for consumer incentives.

The move signals a clear commitment by Ottawa to solidify Canada's role in the rapidly evolving global electric vehicle supply chain and address the significant transformation facing the Canadian auto sector. Traditionally, to qualify for the full $5,000 consumer incentive, vehicles must adhere to strict criteria including North American production and a minimum percentage of Canadian content. Under the new program, these rules will be relaxed, allowing foreign automakers who commit to Canadian production to potentially qualify for the full incentive despite not meeting all the standard conditions.

"The goal is to incentivize investment and job creation," explained a senior government source, speaking under condition of anonymity. "We're recognizing the global landscape and the need to attract manufacturing here. Flexibility in our regulations is a key tool to achieve that."

Targeting Major Automakers

Currently, negotiations are underway with several prominent global automakers including Volkswagen, Stellantis, and Toyota. Government officials express optimism about announcing several new facility deals in the near future. These potential investments represent a substantial economic opportunity for Canada, promising to generate skilled jobs and stimulate economic growth beyond the automotive industry itself, benefiting suppliers and related service sectors.

The government's proactive approach isn't solely about attracting foreign investment. It's also a response to the broader global race to secure a dominant position in the EV market. As nations worldwide prioritize electrification, Canada aims to move beyond being a consumer market and evolve into a key manufacturing hub.

Industry Response & Potential Concerns

The Canadian Automotive Manufacturers' Association (CAMA) has reacted positively, albeit with a note of caution. Flavio Volpe, president of CAMA, acknowledged the move as "a good start," while emphasizing the importance of ensuring that Canadian-owned automakers are not disadvantaged. This concern highlights a potential point of contention: ensuring a level playing field and preventing the preferential treatment for foreign companies from undermining the competitiveness of domestic manufacturers. A delicate balance is required to foster growth for all participants in the Canadian auto sector.

"We need to ensure that Canadian companies aren't left behind," Volpe stated. This sentiment underscores the need for ongoing support and targeted programs to help Canadian auto manufacturers adapt to the electric vehicle transition and remain competitive.

Broader Support Measures Under Consideration

Beyond the incentive program, the government is actively exploring additional measures to bolster the Canadian auto sector's resilience and long-term viability. These include investments in research and development (R&D) focused on EV technologies and battery innovation, alongside further expansion of Canada's charging infrastructure network. These measures are crucial for creating a supportive ecosystem for EV adoption and manufacturing.

The program represents a significant strategic gamble for the Canadian government, positioning the country as a key player in the global EV revolution. The success of this initiative will hinge on its ability to attract significant foreign investment, create sustainable jobs, and ultimately, ensure a thriving and competitive Canadian auto industry for years to come. The coming months will be critical in determining whether these ambitious goals are realized, with anticipated announcements regarding deals with major automakers eagerly awaited by industry observers and the Canadian public.