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Zero Emission Vehicle Awareness Initiative

Natural Resources Canada’s Zero Emission Vehicle Awareness Initiative (ZEVAI) supports projects that aim to increase awareness of, knowledge of, and public confidence in zero-emission vehicles (ZEV) and public charging and refueling infrastructure. The ZEVAI helps fund outreach, education, and capacity-building activities, ultimately enabling greater adoption of ZEVs by Canadians in all regions of the country.

ZEVs are vehicles that do not produce polluting exhaust, including fully battery-electric, plug-in hybrid electric, and hydrogen fuel cell electric vehicles. Given that ZEVs are “fuelled” and maintained differently than conventional vehicles, Canadians are unfamiliar with how they work. They need proof that a ZEV can provide an equal or better driving experience and value when compared with a conventional internal combustion engine vehicle.

Nationwide surveys repeatedly show that this lack of awareness, knowledge, and public confidence is a key barrier to adoption of ZEVs on a wider scale. Therefore, addressing gaps in ZEV knowledge and experience for consumers and businesses is critical to supporting Canadians through the decision-making process for purchasing a ZEV.


In 2022, the Government of Canada issued a plan for reducing emissions: 2030 Emissions Reduction Plan: Canada’s Next Steps for Clean Air and a Strong Economy. In it, the Government reinforced its commitment to fight climate change, create jobs, and ensure that Canadians are global leaders in the transition to clean industries and technologies.

The plan is an ambitious and achievable sector-by-sector approach. With it, the Government aims to reach its new climate target of cutting emissions by 40 percent below 2005 levels by 2030 and to put us on track toward our goal of achieving net-zero emissions by 2050.

On-road transportation accounts for about 20 percent of Canada’s total greenhouse gas emissions. Reducing transportation emissions is critical to achieving the Government’s more ambitious climate change commitments and is consistent with the global shift toward ZEVs.

To meet that critical need, the Government has set a mandatory target for all new light-duty cars and passenger trucks sales to be ZEVs by 2035. In addition, the Government will develop a medium- and heavy-duty vehicle (MHDV) regulation to require that all MHDV sales be ZEVs by 2040 for a subset of vehicle types, based on feasibility.

The Government is investing an additional $3 billion to ensure Canada reaches these goals. To provide certainty about the path to getting there, the Government will pursue a combination of investments and regulations to help Canadians and industry in this transition.

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