The triumph of EV sales over widespread doubt and disinformation
By: Daniel Breton, President & CEO of Electric Mobility Canada
July 4, 2024 

Despite the persistent cloud of fear, uncertainty, and doubt (FUD) hovering over the zero emissions vehicle (ZEV) market, ZEV sales continue to increase, indicating a significant shift in consumer attitudes and market dynamics. This trend reflects not just a change in technology but a broader transformation in how we think about transportation, sustainability and the future of our planet. 

Although the electric mobility industry isn’t new to criticism, it seems that in the last couple of years, some naysayers have circulated an ever-growing myriad of myths, half-truths and misinformation about ZEVs. They have claimed that ZEVs are too expensive, their batteries don’t last, the charging infrastructure is inadequate, and their environmental benefits are overstated. However, the reality on the ground paints a starkly different picture, one of growing consumer confidence and technological advancement that refutes these baseless claims. 

The rising Canadian sales figures are the most compelling evidence against the FUD surrounding ZEVs. In a span of just seven years, ZEV sales have increased fourteenfold. According to the latest StatsCan numbers, from Q1 2017 to Q1 2024, ZEV sales in Canada have grown from 0.8% to 11.3%. Notably, an increase of 31% between Q1 2023 and Q1 2024 boldly debunks the “ZEV sales are slowing down” poppycock circulating the web.  This also represents an absolute increase of 53% compared to Q1 2023 from 30,555 sales (Q1 2023) to 46,744 sales (Q1 2024). At this rate, Canada is easily on its way to 20% ZEV sales before the end of 2026 – a target set forth by the Federal EV Availability Standard. Automakers, both legacy and new entrants, are investing billions in ZEV technology, signaling their belief in a future dominated by electric transportation. 

Additionally, the cost argument against ZEVs is rapidly becoming obsolete. While early models were indeed pricey, the cost of ZEVs has been steadily decreasing. There are over 50 models available in Canada that are priced below the average new car price. Advances in battery technology and economies of scale in production have contributed to this trend.  

The rise in ZEV sales year over year, despite the concerted efforts of cynics, underscores a fundamental change in our transportation landscape. The persistent misinformation campaigns cannot overshadow the clear advantages and growing popularity of zero emissions vehicles. As technology continues to advance and the infrastructure improves, the adoption of ZEVs will only accelerate, driving us towards a cleaner, more sustainable future. The data speaks for itself: the electric revolution is not just coming; it is already here.