Jason Campbell, GM of the Canadian International Auto Show, discusses a recent survey revealing public sentiment towards the auto industry and electric vehicles (EVs). With 77% of respondents advocating for government protection of the auto sector, Campbell highlights a disconnect between support for EV incentives and consumer hesitance towards electric vehicles. He notes that while interest in EVs remains, many consumers prefer gas-powered options and express concerns over charging infrastructure. The insights will shape the theme of the 2026 auto show, emphasizing consumer choice across various powertrains.
GM pressured over CAMI; trades when ‘appropriate’ | Leading Women Roundtables. Plus, Canadian International AutoShow General Manager Jason Campbell talks electric vehicles, consumer choice, and about the 2026 show.
"As we all are. So let's shift gears a bit. When asked about their next vehicle, respondents said that EVs did not make a big dent on their consideration list."
An EV is a car that runs on electric power instead of gasoline, so it doesn’t give off exhaust fumes.
Electric Vehicle (EV) refers to a car powered entirely by electricity stored in batteries, producing no tailpipe emissions.
"But I think at 21% basically of our consumers saying that their likely next product would fall within that EV mandate type of vehicle, that certainly over represents what the general sales are showing at the moment."
An EV mandate is a rule that says car makers must sell a certain number of electric cars to meet environmental goals.
An EV mandate refers to government regulations requiring a certain percentage of new vehicle sales to be electric or low‑emission vehicles.
"We have a lot of our consumers that came to the show to try out new EV products on our indoor test track and they're still a huge interest in this technology."
An indoor test track is a closed area inside a building where cars can be driven and tested safely, no matter the weather outside.
An indoor test track is a controlled, enclosed facility where vehicles can be tested for performance and safety without weather interference.
"And I think a lot of people see the benefits of having the rebates returned. It's not a vast majority, but certainly a majority want to see the rebates returned."
A rebate is a money‑back offer from the government that lowers how much you pay for an electric car. It’s like a discount to help people buy greener cars.
Government rebates are financial incentives that reduce the purchase price of electric vehicles, encouraging more buyers to consider them.
Charging options are the places where you can plug in an electric car to recharge its battery. They include home outlets, fast public chargers, and sometimes special wireless chargers.
Charging options refer to the availability and variety of electric vehicle charging stations, including home chargers, public fast chargers, and wireless systems.
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JD Power dot com slash awards. Hi everyone and welcome to the November 28th 2025 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 we hear from Canadian International Auto Show General Manager Jason Campbell. He recently spoke to Automotive News Canada publisher Tim Demopolis. Jason
is here to talk about the findings in a new survey that pulled previous attendees of the Toronto Auto Show. It looks at the respondents views on the auto industry as a whole and their attitudes toward electric vehicles. Jason also talks about how the results of that survey might affect the product mix at and the theme of the 2026 Canadian International Auto Show.
47% of our respondents said that they felt that their most likely next vehicle would be gas. But first to look at some of the top Canadian automotive stories of the week. General Motors has not yet submitted to the government of Canada a plan for next steps at its idled Cammy assembly plant in Ingersoll, Ontario.
The automaker on October 21st ended production of its bright drop electric vans there, citing demand was lower than anticipated. Two days later, industry minister Melanie Jolie told the automaker she expected quote a full update within 15 days. That hasn't happened.
A source familiar with the matter and who spoke only on background told Automotive News Canada it was impossible for the automaker to detail plans for an idle plant within a two week window.
Especially amid the ongoing trade war with the United States and the investment uncertainty that shows the source also said the short order request may Jolie looked out of touch with the industry automakers often take years to determine product plans and allocations.
Jolie would only say that she remains in talks with the automaker GM has repeatedly said it is looking for a way to continue using the plant, which employs about 1200 auto workers.
In trade news, Prime Minister Mark Carney says Canada will resume trade discussions with the United States quote when it's appropriate US president Donald Trump last month suspended the talks over an anti tariff advertisement issued by Ontario's provincial government says carney.
I don't have a burning issue to speak with the president about right now when America wants to come back and have the discussions on the trade side will have those discussions.
Finally, an executive news Automotive News Canada this week hosted its annual leading women round tables.
It's a series of panel discussions about women in the North American auto industry and where opportunities and barriers arise.
This year's discussion tackles insights on leadership mentorship and building the future.
They also look at how women are transforming the future of automotive retail and finance.
You can watch both round tables on our website and that's a look at some of the top Canadian automotive stories of the week coming up.
We hear from Canadian international auto show general manager Jason Campbell.
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Welcome back to the automotive news Canada podcast. I'm your host Greg Grayson. We now hear a conversation between automotive news Canada publisher Tim DeMopolis and Canadian international auto show general manager Jason Campbell.
So Jason, you just commissioned a survey that shows that a large majority of respondents believe the federal government should prioritize protecting Canada's auto industry in the next two years.
What is the strong level of agreement tell you about public sentiment for the industry and is Ottawa doing enough to protect it?
Well, I guess the results shouldn't be that surprising because I mean we live here in Ontario the heart of the auto sector and a lot of our consumers that are coming to the show are obviously from this market and they see the extreme challenges being placed upon it by current events.
We had 77% say they agreed the federal government should prioritize protection of the out of industry because a lot of us in the province rely on jobs, the high paying jobs that are the auto sector brings to us.
You know one in 20 retail jobs in the province is provided by the MVRO dealers and so it's a big factor in our economy.
We didn't ask our survey panel if they felt that enough was being done to protect it. So I don't want to speculate with regards to their opinions, but we see this reforming the importance of any initiative to safeguard the auto sector by any level of government.
And for certain our panel of respondents are concerned about their jobs, their neighbor's jobs and the health of the automotive sector of the economy.
As we all are. So let's shift gears a bit. When asked about their next vehicle, respondents said that EVs did not make a big dent on their consideration list. So tell us about those numbers and how should auto makers and policy makers respond?
Well, we had 47% of our respondents said that they felt that their most likely next vehicle would be gas 30% said hybrid.
11% said plug in hybrid or PHEV and 10% said battery electric. It's just a 1.5% listed diesel.
But I think at 21% basically of our consumers saying that their likely next product would fall within that EV mandate type of vehicle, that certainly over represents what the general sales are showing at the moment.
I think, you know, a year ago, you know, we were looking at 14, 15, 16% sales volumes for EV products, obviously since the dropping of the EV debates, that number has gone down significantly more so here in Ontario, but Ontario consumers that come to the show are certainly interested in this side of things.
We have a lot of our consumers that came to the show to try out new EV products on our indoor test track and they're still a huge interest in this technology and this these models which are coming to our show and they are certainly some of the most coveted new vehicles being introduced on the market.
And this is where all the latest and greatest gets shown at the show. So, you know, I think we still have a hungry base looking for those types of vehicles and manufacturers that are coming to the show.
We're really demanding us to maintain and enhance our EV offerings through the EV test track, which, which we did discuss with them as to their desire to maintain that.
Everyone came back saying, no, no, it's a key part of our selling tool. Let's keep part of our program at the other show. We want to see it maintained.
Your survey also showed there is a high degree of agreement to bring back EV rebate incentives with even a higher support among women.
What do you think is driving this disconnect between the support for incentives and kind of up and down demand for electric vehicles?
I think in general, people in the province want to see EVs flourish. They want to see more people taking up that option. I think the main question is, should people be forced into it?
And that's where I think there is the, there is the argument say, look, I don't want to be forced to do it, but I see the benefits for the environment. I see the products themselves being great products.
I mean, they're better performance vehicles. They've got lower center gravity, better handling, obviously cost less to run.
And so there's a great deal of support to see that flourish. And so you saw a huge decline in the sales once the government got rid of the rebates.
And I think a lot of people see the benefits of having the rebates returned. It's not a vast majority, but certainly a majority want to see the rebates returned.
Because that will help drive sales and help the environmental effort. The main question is, you know, do our consumers want to see the EV mandate brought in to the extent where it's being limited to no gas powered vehicles being available after 2035.
That's where we see a large majority saying, no, we don't buy into that, that vision.
Okay, so what else do you think is holding back consumers from going electric beyond EV lacquer rebates and not liking mandates or anything else you think that's.
Well, I think there's still there's still a perception among a group of buyers, large group of buyers that there needs to be more charging options.
The widespread EV charging points need to be grown considerably to make people that are living in the further flung regions of the province consider it as consider it as a viable option for their lifestyle.
And, you know, day to day, yes, any of you will get you everywhere you need to go. And day to day driving options will allow you to, if you've got a charging option available to you will allow you to be very happy with the product cost less to run.
But for those people that have regular long distance travel to do, there is the perception that they need to see more charging options available around the province and faster charging options and reliable charging options for them to take that option.
And I don't think the myth of I don't think it's a myth that there is still a degree of people concerned about range anxiety that's still a thing that needs to be addressed.
Okay, now the poll also suggests and also the market realities suggest that consumer choice across multiple power trains remains a top priority.
So how did this insight shape the theme for the 2026 auto show and what is it signal for the industry?
Well, I think that our theme driven by choice really reflects the latest perception that we see from from our consumers that they do want to have choice available over the past, let's say three years there's obviously been a huge focus on this side of the business.
EVs are theme in the 2024 show was all about revolution, which was really the revolution of the industry.
But even by the time we got to the show in 2024, there was some folks saying, I really, I want to have choice, I don't want to be forced into this.
We see it day to day in when we're sending out our consumer eblasts to our market, if there's a particular big focus on EVs, we do see some pushback from our consumer and say, hey, you know, I want to have the options out there, but you know, don't tell me this is what I have to do.
And so that choice is a big part of our theme of the show, we know that there's going to be a huge number of products that are available, there's over 120 EV products available on the market that'll be on show this year.
And I think that's great amongst the 700 plus vehicles that we'll have on display at the show, but that choice is a big part of what we are theming the show around, it's important for consumers, and I think it's important for government to understand that this is what the consumers perceptions are, we've shared the research that we've done here both with our exhibiting manufacturers which are coming to the show, but also with the industry bodies that are right now in discussion.
With the federal government of what should the EV focus, what government support should there be for this sector going forward, because it's important for government to understand this is what the carbine public are telling us and they should hear that direct from the horse's mouth.
I'd like to thank Jason for his time and Tim for conducting the interview.
If you'd like to be a guest on the show, have a suggestion or simply want to comment, email me at glasonatautonews.com.
And remember you can listen to all our previous podcasts on Spotify, iTunes, Google Play, or on our website, automotivenews.ca to scroll to the podcast hub in the middle of our homepage.
And don't forget you can follow automotive news Canada on X, where we are at auto news Canada.
And you can find me there too, under at glasonanc.
And finally, you can look for us on LinkedIn to 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.
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