The Mazda CX-70 is a plug-in hybrid SUV. That means you can charge it and drive on electricity sometimes, then it uses gas when the battery runs low. Here, Mazda lowered the price so it can get a government rebate.
A plug-in hybrid is a car that has both a battery and a gas engine. You can charge the battery from a plug, and then the car can run on electricity for some trips before switching to gas.
The Mazda CX-90 is a plug-in hybrid SUV. You can charge it to drive on electricity for a while, and it also uses gas when needed. Mazda lowered the price so buyers can qualify for a government rebate.
This is a government rebate that helps lower the price of certain electric or plug-in vehicles. Mazda lowered the sticker price so these models can qualify for the rebate.
Tesla is mentioned as having far fewer rebate claims this time than it did before. The host says it’s mainly because the cheaper Model 3 doesn’t qualify under the updated rules.
The Tesla Model 3 is an electric car (it runs on batteries instead of gas). The podcast is talking about a specific version that’s cheaper and built in China, and how it doesn’t qualify under new rules. That can change whether buyers get certain benefits and how the car is sold.
A retail event in auto sales is a coordinated sales push—often with promotions, inventory focus, and marketing—run through dealerships to drive customer traffic and purchases. The host credits Hyundai’s retail events (including “Hyundai Sunday”) for pushing sales in a softer industry.
Genesis is Hyundai’s luxury car brand. The podcast mentions that Genesis had its best-ever month in May, meaning it sold more vehicles than ever before. That’s a sign the brand is doing well in the market.
“Incentive spends” means promotional discounts or deals the company pays for to help you buy the car. The host is wondering if those deals in May helped sales.
The Hyundai Venue is a small, affordable Hyundai crossover. The host is pointing to it as proof that Hyundai is trying to keep at least one model priced for budget-minded Canadian buyers.
EVs are electric cars that run on electricity from a battery. The discussion is about how incentives and rules can make EVs more or less popular with Canadian buyers.
Rebates are discounts from the government that lower the price of an EV. If rebates change, it can make EVs suddenly more or less affordable for buyers.
Electrification means moving from gas engines to electric drivetrains. The speaker is talking about how EV adoption in Canada is changing and what Hyundai plans to do about it.
This means government rebates or discounts for buying certain vehicles can be introduced, changed, or removed. When they disappear, fewer people buy those cars, so the market can cool fast.
It’s a government rule meant to cut pollution that contributes to climate change. For cars, it usually means automakers have to make vehicles that produce less harmful exhaust.
These are government limits on what comes out of a car’s exhaust. If the rules get stricter, gas cars have to burn cleaner or be replaced by cleaner alternatives like EVs.
These are the traditional gas or diesel engines that power cars by burning fuel. The question is whether governments can keep selling them while still requiring less pollution from their exhaust.
A hydrogen fuel cell car makes electricity using hydrogen while you drive. It then uses that electricity to power the wheels, and it mainly produces water.
Product mix just means what kinds of cars a company chooses to sell. If customers want more electrified cars, the company has to have enough of those models available.
Customer experience is how it feels to buy and own a car with a brand—things like how the dealership treats you and how smooth the process is. Better experience usually means fewer headaches for buyers.
LIVE
Hi everyone and welcome to the June 5th, 2026 episode of the Automotive News Canada
podcast.
I'm your host Greg Lason, the digital and mobile editor at Automotive News Canada, coming
to you from just outside Windsor, Ontario, the automotive capital of Canada.
Today on the show I chat with Hyundai Auto Canada CEO Steve Flamande.
After record May sales, he's here to tell us how it happened, which promotions worked
and what's ahead.
He'll also talk Genesis, electrification, tariffs and more, but first a look at some
of the top Canadian automotive stories of the week.
Canadian auto parts supplier Linamar is moving into robotics.
The company has begun building collaborative robots known as Kobots.
They will be used in Linamar's own factories and the supplier is working toward eventually
assembling humanoid robots.
CEO Jim Jarrell says Linamar is applying the same manufacturing skills it uses to make
automotive components to building robotic arms, legs and actuators.
The company plans to deploy 50 Kobots this year and could begin selling them commercially
by the end of 2027.
In retail news, Mazda Canada has cut about $4,000 from the starting prices of its CX-70
and CX-90 plug-in hybrids SUVs.
The move makes both eligible for the federal government's revived electric vehicle rebate
program.
The cut drops the CX-70 PEV to $48,999 and the CX-90 PEV to $49,999 both before delivery.
Buyers can now qualify for up to $2,500 in federal incentives on the vehicles.
The two plug-in hybrids are currently Mazda's only vehicles eligible for the federal rebate
program.
And finally on the EV front, Canada's revived electric vehicle rebate program is showing
early signs of success.
Nearly 25,000 rebates worth about $122 million have been claimed since the electric vehicle
affordability program launched in February.
Toyota led all automakers with more than 7,200 claims followed by Chevrolet.
Tesla, which dominated the previous federal rebate program, managed just 270 claims.
That's because its lower priced Model 3, built in China, does not qualify under new rules.
And that's a look at some of the top Canadian automotive stories of the week.
You can find more on those and other stories at our website, automotivenews.ca.
And I'm now joined by Hyundai Auto Canada CEO Steve LeMonde.
Steve, thanks for joining me.
I appreciate it.
Hey Greg, very happy to be with you today.
Well, last time I spoke with you and your colleagues, you were on pace for a record May
sales. It is now June 2nd as we talk. Tell me about May sales.
What happened? What went right? And what were the final numbers?
Yeah, very, very strong May for us. So on the back of an exceptionally strong dealership
body with dealers fully engaged with incredible retail event like Hyundai Sunday and
other events across the country, really able to push against what is otherwise a fairly soft
industry. So bottom line is all-time record in May for us. First time ever we sold over 16,000
vehicles. We finished at 16,004. And that translates to approximately 8.7% market share,
which is again highest in our history. So in a softening industry, when you perform really well
on the retail side, tends to grow market share and we're really happy with that.
Also on the Genesis side was an all-time record in May with 870 vehicles sold.
So again, the momentum continues with Genesis. So very, very happy with the May performance.
And again, just circling back to Hyundai all-time record for a very key
nameplate. So all-time record for Tucson, for Venue, for Palisade, and on the Genesis side for both
GV70 and GV80. So May was great. Now we're on to June and looking for an all-time record again in
June. I want to ask the same question but about two different segments. I want to know first,
what does that say about the Canadian consumer right now? What are you finding that it is that
people want? And then I guess the other question is what does that say about Hyundai and what it
delivers? Yeah, I think it's a three-dimensional chest. We have the right products that consumers
are really enjoying it. So it's delivering from a product-attribute perspective. They're priced
to market. So from that standpoint, it's going well. But also connecting with customers not only
via the dealership, which as mentioned earlier, we have the strongest dealer body in the country,
but through some of our other initiatives, like using the NHL platform to connect with a broad
audience, the whole-pond wheels, which is a mechanism to be able to fight pediatric cancer
by donation for every vehicle that we sell. So all in all, that whole ecosystem allows
for propulsing the momentum of the brand, indexing well in the market, being well-received,
building upon what we have, and really continuing on the momentum. So again, the growth is fun. We
celebrate it. It's hard work, but it's work that needs to be done because we need to
to really meet the market demand that our customers are expecting from us. So we keep
redefining ourselves, being better, providing the best possible customer experience,
and we want to lead in that standpoint. If we do that, then the future will look bright.
You mentioned the NHL marketing aspect of it. Was there anything else in May? Were there specific
incentive spends? Were there specific deals on particular models? I just wonder what the rest
of the marketing looked like in May, and did it have an impact on the sales?
Yeah, so again, we had a couple retail events, one out west that we called Hyundai Fundays,
and in Ontario, which is the biggest profits in terms of volume potentially at Hyundai Sunday,
which is a retail event. So we opened our doors on Sunday with very targeted
incentives for key car lines. So again, doing something that's very targeted,
bringing people into conquest, as well as taking care of our existing customers, really enabled for
an opportunity that's a little bit unique. Obviously, we don't run it all the time,
and gave us the momentum that we needed in what is otherwise one of the most important
months of the year, volume wise. So again, helping the momentum side of things, and the
dealers really, really hit it out of the park and delivered on the numbers.
Yeah, you mentioned, you know, May and this record month and early in the season, and this is,
I mean, May is really the kickoff to the spring selling season. So I just wonder how you feel
looking ahead with this May behind you. I mean, how do you top it and what's ahead?
Yeah, first of all, happy it's the start of the warm season. I felt like it was never going to
happen. And the previous months were quite soft. I think people were hesitant to go car shopping
in as many as we saw in May. So the weather's turned, it's positive. May gave us a lot of
momentum and rest assured, June is going to be just as big. And having the right momentum,
having the wheels well greased and oiled of the retail machine to keep going and really
indexing well in June is what we prepared for. And we've launched now the June programs and
we're looking forward to another very successful month. Now again, the growth strategy remains
the same. We're not buying market share. We're not just going out with incentives for short
duration just to generate a number every month. We have a very strategic growth plan that over time
as the brand gets stronger, our customer experience continues to lead the market.
And again, we keep investing into the products that will translate into a continual
growth over time. So what we expect between now and the end of the year is a very measured
growth that sticks in the market. We're not buying market share. We want to do it on the back of
products, dealers, customer experience. And if we do that, it's going to be sustainable.
Hyundai has always been a mainstream brand, but we've seen it evolve and offer when you step up
to the Genesis luxury line and we've seen trim levels exceed expectations in that mainstream
brand. I just wonder with the evolution of Hyundai, I just wonder where affordability fits in the
brand now. Is it an issue? It seems to be an issue with every automaker. I just wonder how
you guys are handling the affordability issue as tariffs and gas prices and everything seems to
compound and hit the pocketbook for Canadian consumers. Yeah, again, we need to govern with
a steady hand. Hyundai will remain a very reachable brand. We want to be the brand for everybody.
And in fact, today, the Hyundai Venue is the most affordable new vehicle in the Canadian market.
So we want to be there for every customer needs along their journey. We all start buying
entry-level vehicles and then as our life and career progress, we move in and our needs change.
We move into bigger, larger vehicles. And so across the whole product range for Hyundai,
we will remain a brand that covers the whole market and its related needs. Now above
Hyundai in terms of luxury brand now, as you mentioned, Genesis is there for those customers
looking for luxury entries. So it really, really supplements the ecosystem that I mentioned earlier
and with the introduction of two very, very successful SUVs, being the GV70 and GV80,
able to grow the brand to levels I had never seen before. So again, all-time record in May
and we're going to continue and expect by the end of the year to sell around 9,000 vehicles. And
that comes from nothing from five to six years ago. So quite good progress.
Hyundai Canada has always been among the leaders in EV sales for a long time now.
Is the brand still on board with the EV revolution? Where do you see this going? We know rebates
were dialed back and they've returned and we'll get to that in a minute. But I just wonder what
the outlook is for electrification in Canada for the brand?
Absolutely. We're going to double down on EVs. We're going to continue investing in the EV portfolio
while the change in government regulations and incentives may have slowed down the broader
adoption. We're going to keep investing in the portfolio and be there for when the market comes
back. So our goal is very simple. In a market where EVs have reduced, we still want to grow our
share. We still want to be the preferred EV brand in the country. And by doing what is right in terms
of reinvesting in the product portfolio, we're going to be well positioned. So again, all the
consternation of government incentives being on, being off and tariffs across the border,
it's caused a lot of, I would say, churn in the market. But we were able to pivot and manage all
of this and do the right thing in terms of the manufacturing of the products, the location
where they come from, and to be able to serve the Kenyan market. So again, we think it's a
matter of time before it comes back. And of course, the federal government should be releasing the
details on the new greenhouse gas regulation anytime now that will give us a little bit more
clarity in terms of what needs to happen in terms of the adoption of EVs. And as we talked about
in the past, Greg, it's not just the products. We need the infrastructure to be in place as well.
So we're going to continue working with governments and other stakeholders to make sure that we have
fast charging network that's reliable and that's in all the right locations.
Is this new policy where there is the $5,000 rebate but there's also the new tailpipe
emissions restrictions? Is this a better method to get people to buy electric vehicles? And is it
better for your brand in that you can still sell internal combustion engines as long as you continue
to lower the tailpipe emissions? Is this the best fit in terms of policy?
I think the best fit is whatever is the most market-facing, market-friendly approach. I think
you can't just stuff certain things down the market's throat and think it's going to be fine. We
saw it in the past. The government's appetite for electrification was not aligned with the
market and it caused the need for a lot of incentives and was a little bit artificial. And
we saw when it was pulled back at the federal and provincial levels in Quebec, basically the
market went very, very flat very, very quickly. So I think building the right ecosystem in terms of
the charging infrastructure for us, the OEM, to keep developing the platform so that they charge
faster, they have longer range and the affordability side of the equation gets addressed
with scaling, I think that will form an environment that's much more conducive.
Now on the Hyundai side, we believe in electrification, we're doubling down, we're going
to keep investing, but we're also working on the portfolio to have the right propulsion system
for all people. So whether it's ICE, whether it's hybrid, whether it's plug-in hybrid,
whether it's ERAV, which we announced is coming in and out to distant future and even hydrogen fuel
cell. So we're lucky from the perspective that we have a very global footprint and able to
use all the tools in the toolbox to really meet the Canadian consumer demands
for now and also in the future. Let's get you out of here on this. I'm going to have you play
prognosticator or fortune teller and look into your crystal ball. You've got a record May now,
the weather has turned, but we have almost $2 a liter gas in some places. We don't have a USMCA
deal yet and some don't think we'll get one this year. What does the rest of 2026 hold for Hyundai
and the market as a whole? Greg, again, crystal balls, they're golden concept, they're not real
in reality, but we control what we can control. What we can control is our product mix, our pricing,
our connection with customers, the customer experience. If we do all the right thing and we
put the customer in the middle of every decision that we make, we're going to be just fine and
we've proven that over the last, I think it's 19 out of 20 months where we've had all-time records,
we just do the right thing. We're very systemic in terms of our growth approach and if you take
care of customers, give a really good experience with top of the line product, with the best dealer
body, the rest of the year is going to be just fine. At the corporate offices and at the dealer
level, everyone must be feeling pretty darn good about what it is they're selling and the success
you've had. What's the feeling like as a company, as a brand? We're feeling very good, we're proud,
but at the same time, we worry every day. We want to be leaders and is hard work. We
want the best digital experience for customers, we want the best in dealership experience,
we want the best product, we want to make sure we have the right content and to do that, you can't
rest. Every day, we talk about all these issues, every day we're focused, we're very, very engaged
with our dealer body, we want to reflect what the market wants and the way we run the business,
we want to listen to our customers and we learn along the way. We've made mistakes in the past,
everybody else and we acknowledge it and we learn from them and as we move forward, we want to make
sure we don't repeat them. That's why we're pretty bullish about the future. I think we've got a good
connection with the market and we're willing to adapt, be agile, to be nimble
and we're going to continue doing that. To answer your question, Greg, yes, we're very pumped about
the future, but we never forget how much hard work it is every single day to get there.
Good stuff, Steve. I always appreciate your time. Great chat. Join us anytime.
My pleasure. Thank you so much, Greg. Take care.
Thanks, Steve. I'd like to thank Steve for his time. If you'd like to be a guest on the show,
have a suggestion or simply want to comment, email me at glason at autonews.com. And remember,
you can listen to all our previous podcasts on Spotify, iTunes, Google Play, or on our website,
automotivenews.ca. Just scroll to the podcast hub in the middle of our home page. And don't
forget, you can follow Automotive News Canada on X, where we're at Auto News Canada. And you
can find me there too under at glason, A and C. Finally, look for us on LinkedIn. Just search
Automotive News Canada. That does it for this episode of the Automotive News Canada podcast.
We hope you'll join us next time. So long, everybody.
About this episode
Canadian auto headlines include Linamar’s move into collaborative robots and Mazda Canada cutting about $4,000 off CX-70 and CX-90 plug-in hybrid prices to qualify for the revived federal EV rebate. The hosts then review rebate uptake—nearly 25,000 claims worth about $122 million since February—and why Tesla’s Model 3 eligibility changed. Hyundai Canada’s Steve Flamand shares record May sales (16,004 vehicles), retail event momentum, and a strategy focused on product mix, pricing, customer experience, and “doubl[ing] down on EVs.”
Linamar’s cobot bet; Mazda’s price cuts; and $122M in EV rebates. Plus, Hyundai Auto Canada CEO Steve Flamand talks record May sales, promotions, Genesis, electrification, tariffs and more.
