ASW Conversations: How these automakers see the future of the Canadian auto market

Consumers may not be rushing to electric vehicles as fast as once predicted, but automakers say incentives, personalization and choice will shape how Canadians buy and keep their cars in the years ahead.

At the 2026 Canadian International AutoShow in Toronto, executives from Volvo Canada, Ford and Stellantis described a market where policy, price and personal taste are all pulling in different directions.

For Volvo Canada, government support remains central to getting more electric vehicles on the road.

“It’s pretty clear to us that there needs to be government involvement in order to push electrification, whether it’s incentives or charging infrastructure or just general awareness, you need all of that,” said Matt Girgis, managing director of Volvo Car Canada.

He noted that when rebates disappeared, consumer demand “kind of weans off,” and while their return is welcome, the industry still needs details on how they will work and who will qualify. New Chinese EV entrants, he added, are unlikely to cause “a very big, immediate disruption,” but will spark curiosity and more attention on electrification.

Ford is leaning into how long people now hold onto their vehicles.

“I think what we’re seeing, certainly, is the ability to personalize,” said Said Deep from Ford, pointing to factory-backed performance and appearance upgrades installed at the dealer, but covered by warranty. Customers who could not afford certain options at purchase can come back later for superchargers, lift kits or software power boosts.

“People are keeping their cars,” he said, so Ford is looking at “how do we keep that relationship with a customer so they can continue loving their car and still feel fresh for them?”

At Stellantis, the focus is on offering as many paths as possible, from hybrids to full EVs to diesel and HEMI power.

“I think the choice is important because people just, they’re so specific with their purchases now, and there’s just so much competition out there that you really have to your audience,” said Brad Horn.

He said earlier expectations for a rapid, all‑EV future have eased, replaced by a more mixed market where legislation and consumer taste are still catching up to each other.

We’ll share the full discussions with each automaker in a future episode. You can click the banner above or pick your platform of choice below to hear this discussion. You can also access the full Auto Service World Conversations library for every episode.

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