ASW Conversations: Pressing issues in the eyes of automakers

Automakers are leaning into choice as Canadians juggle EVs, affordability and uncertainty.

At the 2026 Canadian International AutoShow in Toronto, three major automakers said the future of the car market will be defined less by one big bet on electrification and more by giving Canadians as much choice as possible.

In separate discussions with Auto Service World Conversations, Volvo, Ford and Stellantis all described a more cautious EV landscape shaped by incentives, affordability worries and shifting consumer moods.

Volvo has already slowed its all‑electric timeline. Managing director Matt Girgis said the brand revised its 2030 ambition to 90 per cent “recharge” — vehicles with plugs, including plug‑in hybrids — after EV uptake lagged expectations.

“We thought electrification would go faster than it is, so we’re recognizing that,” he said, adding that plug‑in hybrids now act as “a good bridge to electrification.”

For Girgis, government support remains key. “There needs to be government involvement in order to push electrification, whether it’s incentives or charging infrastructure or just general awareness.”

He further framed Volvo’s approach as meeting customers where they are.

“You want a fully electric car, you want a plug-in hybrid, or you want a gas car, we have all the options for you.”

Ford is taking a similar line, stretching from high‑performance Mustangs to entry‑level trucks and more accessible EV trims.

“We’re the only player in that segment. Our competition’s left. We have been there for more than 60 years. Selling Mustangs never left, and we’re still here,” said Said Deep, pointing to new Mustang variants aimed at buyers who want performance but can’t afford a V8.

“We want to offer that wide spectrum of price for our customers.”

And Ford is looking to keep more owners in its own ecosystem by expanding factory-backed options that once belonged almost entirely to the aftermarket, As buyers face higher prices and keep vehicles longer, Deep explained that Ford wants to give them more ways to personalize over time — without leaving the dealer network.

“How do we allow people to personalize and customize their car after they’ve left and purchased it for a while?” Deep said. “You’re going to see us offer more and more packages, where, say, you buy a Mustang and you want to go faster. We’re going to sell you that supercharger from the factory, a dealer can install it, and it’s still under warranty.”

He framed the strategy as a direct answer to customers who once would have turned to independent shops and aftermarket brands for performance and appearance upgrades.

“For a long time, it was aftermarket doing that,” Deep said. “We’re doing it now already, but we’re going to continue to grow that part of the business.”

Deep said the goal is to keep the vehicle “fresh” for owners over a longer life cycle, while keeping the relationship — and the revenue — with Ford and its dealers.

“How do we help them upgrade the car?” he asked. “Normally, they would go to an aftermarket and do that. We’re going to offer that. You’re going to see a lot more of that for our customers: How can they personalize their vehicle long after they’ve owned it or purchased it?”

On the commercial side, Kevy Stephen said Ford Pro is now more than just offering vehicles.

“We want to offer a solution to our customers and be part of their overall ecosystem,” he said, highlighting mobile service vans and over‑the‑air updates that keep work vehicles on the road.

There’s a new reality when dealing with customers today, noted Stellantis’ Brad Horn.

“There’s not a one-size-fits-all solution,” he said.

With everything from hybrids to diesel HD trucks and Canadian‑built EVs on the stand, Horn said “affordability is huge, and it’s a massive push for us this year” as consumers stretch their budgets and scrutinize every purchase.

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