NCDA shares its EV roadmap to success at NADA
March 21, 2022
Blair Qualey, President and CEO of the New Car Dealers Association of BC, attended the 2022 NADA Show to discuss the roadmap that allowed the province to successfully position itself as a leader in electric vehicle (EV) sales.
Qualey addressed dealer association executives from across North America who were attending the Automotive Trade Association Executives EV Summit at the annual NADA convention. The meeting was held on March 9 in Las Vegas, Nevada.
“What I told them is that, more than a decade ago, the idea that EVs would make a dent in British Columbia’s new vehicle market was unthinkable,” said Qualey. “But the province’s Clean BC Go Electric Vehicle Rebate Program has proven incredibly successful, growing from a little more than 500 vehicle purchase rebate transactions for EVs in 2013, to more than 18,000 in 2021.”
He said the province experienced the highest number of rebates processes in the history of the program last year—despite the impacts of the COVID-19 pandemic, including supply chain challenges. “Our continued success is largely due to our strategic approach,” said Qualey, adding that this approach is based on three pillars: point-of-purchase rebates; access to EV charging stations in places where consumers live, work, and play; and ongoing education and awareness around the benefits of EV ownership.
Furthermore, he said the level of partnership and collaboration created with the automotive industry, government, and utility companies (including EV charging
station suppliers and energy producers), continues to be a key aspect in attaining that success.
“There are also some very important lessons learned that can’t be overstated,” said Qualey. “For example, we learned how important it is to have vehicle rebates offered at the dealership, and specifically at the point-of-sale, to simplify the process and alleviate any concerns or delays in receiving the rebate.”
They also learned that consumers need the opportunity to drive an EV so they can better understand the unique experience it offers.
“Providing opportunities that encourage consumers to drive EVs is one of the best ways to boost sales,” said Qualey. “As an example, the Vancouver International Auto Show included EV test drives as a core component of the event. This, along with other opportunities across the province, helped consumers understand the benefits of EVs and helped spark demand.”
With the province aims to have 90 per cent of all new light-duty vehicle sales be zero-emission vehicles (ZEVs) by 2030, and 100 per cent by 2035, Qualey expects the pace of EV adoption to increase significantly within BC. The completion of the Electric Highway by 2024, and the addition of 10,000 public EV charging stations by 2030, should also help boost EV adoption in BC.
“The course we have charted creates a path for continued success along with numerous benefits, all of which is good for the government, good for business and dealers, and also good for the environment,” said Qualey.