Following our recent visit to the Beijing Auto Show, our team had the opportunity to engage closely with both OEMs and Canadian dealer groups. The experience provided valuable insights into how global automotive players are thinking about the Canadian market and, importantly, how Canadian dealers are assessing the opportunity.

Dealer sentiment has been very encouraging, with strong interest in the product and a willingness to engage thoughtfully on market entry. There is a clear appreciation for the competitiveness of the product, particularly in terms of technology, pricing, and the flexibility offered by a multi-powertrain strategy spanning EV, PHEV, and hybrid platforms.

At the same time, dealers are approaching investment decisions thoughtfully. While interest is real, the pace and scale of commitment are being influenced by broader considerations around market structure and long-term visibility. In that context, clarity—particularly around the operating environment and framework for entry—remains an important factor in shaping confidence.

Across conversations, a consistent theme emerged: success in Canada may depend less on initial product excitement and more on operational readiness. Dealers consistently emphasized several key areas that will be important to address as part of a successful market entry:

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  A parts-first mindset, ensuring service capability is fully established before or in parallel with retail scale

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  Robust warranty, recall, and governance frameworks aligned with Canadian expectations

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  Technician training and compliance readiness, including bilingual (French/English) requirements and validation of software and systems for the Canadian environment

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  A disciplined approach to network development, with clear and sustainable dealer economics allowing business owners to plan for large investments into their people and facilities

In aggregate, dealer perspectives point toward a preference for thoughtfully paced entry supported by strong operational foundations and long-term alignment.

Insights from the trip continue to inform dealer perspectives. While the path to entry into Canada is evolving, a few themes are standing out:

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  The regulatory and certification landscape is still developing, which naturally introduces a degree of consideration at the dealer level

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  Current frameworks—such as EV-related measures—are often viewed as transitional, with an expectation that they will continue to evolve over time

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  There is a growing recognition that deeper investment in the Canadian market (whether through supply chains, partnerships, or local presence) may become increasingly important to long-term success

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  Entry strategies that incorporate local partnerships or joint ventures are generally seen as more aligned with how the market may develop, particularly when considering long-term access and alignment with broader stakeholder expectations

These are not viewed as barriers but rather as important context that informs how dealers think about timing, scale, and partner selection.

From a dealer perspective, the structure of market entry will be critical. There is strong interest in multi-powertrain approaches, with hybrid and PHEV platforms viewed as important enablers for near-term adoption. At the same time, dealers are mindful of the risks associated with multiple new brands entering simultaneously without established after-sales infrastructure.

To build confidence, OEMs will be expected to demonstrate:

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  A fully established parts supply chain prior to launch

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  A credible, well-sequenced go-to-market strategy

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  A sustainable service and warranty support model

Ultimately, dealers are not resistant to new entrants. They’re focused on ensuring that expansion is done in a way that supports long-term network stability and customer experience.

One of the most consistent messages from dealers is that their willingness to invest is closely tied to the level of visibility they have into the market environment. Rather than focusing on any single factor, dealers look at the broader landscape, including:

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  How frameworks such as quotas and tariffs may evolve over time

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  The longer-term implications of trade agreements like CUSMA

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  The trajectory of connected vehicle and data-related considerations

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  The broader coordination between federal and provincial approaches

Importantly, dealers are comfortable underwriting commercial risk, but they require a reasonable degree of clarity when making decisions that involve long-term commitments such as real estate, hiring, and infrastructure. There is also a clear preference for phased, orderly market entry, which allows both OEMs and dealer networks to scale responsibly and avoid mistakes made in other jurisdictions.

As momentum continues to build, sustained, collaborative engagement will be a key enabler in translating strong early interest into successful, long-term participation in the Canadian market.