Initiative aims to address ‘key barriers’ to EV adoption for Canadian consumers, business and governments

Natural Resources Canada (NRCan) has launched a call for proposals, seeking applicants to educate Canadians on electric vehicles and charging infrastructure. 

The proposal, called Education and Awareness Project Funding – Electric Vehicle Test Drives and Charging Education, is aimed to provide funding for projects that will “address key barriers to mass adoption of electric vehicles (EVs).” These would relate specifically to electric vehicles (including ownership and operation), charging, and charging infrastructure across the country, according to the NRCan website. The deadline to submit proposals is February 19.

About $1.5 million is earmarked for this round of funding. NRCan contributions are capped at $100,000 for for-profit organizations and $200,000 for not-for-profit organizations.

Two areas of focus

The initiative is divided into two areas of focus: the first, EV test drives and experiential charging education, involves more of a physical experience with electric vehicles and charging infrastructure, and is aimed at general consumers and commercial drivers.

The second –  resources and education for enablers – supports educational projects aimed at “corporate decision-makers, large employers, fleet managers, municipal planners/governments, EV salespeople, utilities, schoolteachers and first responders.” All projects must either serve all of Canada, or focus on underserved regions of the country, which would include “the Territories, Prairie Provinces, Atlantic Canada, rural areas or marginalized or racialized urban communities.”

Projects and limitations

Examples of possible projects could be test-drive events; mobile showcases; interactive educational activities for policy makers on aspects such as purchasing and permitting; and outreach campaigns. There are also limitations: technician training programs, online-only projects for the general public, and vehicle projects without an element of charging, among other ideas, will not be considered. 

According to Thierry Spiess, the Deputy Director, On-Road Transportation Programs for NRCan, this initiative represents a continuation, not a shift, of a key pillar in the federal approach to promoting EV adoption. “The Government of Canada has consistently recognized that increasing EV uptake requires addressing three fundamental barriers: affordability, charging anxiety, and awareness and education,” he told Electric Autonomy in an email. “NRCan’s education and awareness efforts are focused specifically on closing information and education gaps, which remains critical to sustaining and accelerating EV adoption in Canada. This is why this initiative was launched back in 2019 and has since funded over 130 projects nationwide.”

Successful projects are anticipated to start in the spring and end no later than September 30, 2027. NRCan funding must be fully expended by March 31, 2027. For more information on the project and to apply, visit the NRCan website. 

Editor’s note: This article has been updated to clarify that the caps apply to NRCan contributions rather than total project costs.