With over three billion trips last quarter, the sheer scale of Uber’s platform offers a powerful lens into how mobility is evolving — and valuable insights on scaling EV adoption in Canada and beyond

This article is Sponsor Content presented by Uber.

The EV revolution is nearing a critical inflection point.

This year, plug-in vehicles are expected to represent one in four new cars sold worldwide, a staggering leap from less than five per cent just a few years ago.

Despite this global momentum, major roadblocks still stand in the way of mass EV adoption, particularly limited charging access, high upfront costs and a lack of public familiarity with EVs. Few companies are better positioned to tackle all three than Uber.

“Uber is like a petri dish for society,” said Rebecca Tinucci, Uber’s global head of sustainability, during a recent talk at the EV & Charging Expo in Toronto.

“If we can find practical ways to get drivers to opt for electric vehicles and get our riders to opt for electric transportation, then there’s a lot of learnings there that we can basically transfer to the general population and spur adoption forward more quickly… If we can electrify Uber, we can electrify the world.”

It’s not just a bold claim; it’s backed by data. One in four riders take their first EV trip through the Uber app. In Canada, drivers on the platform are switching to EVs six times faster than the general population. Behind this momentum is a strategy focused on making EVs more accessible, affordable and appealing for drivers and riders alike.

Demand, supply, awareness

Tinucci describes Uber’s strategy as a “flywheel” that targets three key priorities: creating rider demand for EV trips, boosting EV supply among drivers, and increasing awareness and education.

Demand starts with rider-facing options like Uber Green and Comfort Electric, which allow riders to specifically choose an EV or hybrid for their trip. These rides not only reduce emissions, they improve overall rider satisfaction. “We see higher tips, better reviews, and smoother experiences in EV rides,” said Tinucci.

On the supply side, Uber is investing heavily to make EVs an economical choice for drivers. In Canada, EV drivers can earn an additional $4,000 this year through zero-emission incentives. Uber is also developing new tools, from AI-driven digital mentors to in-app hubs, that help drivers understand the benefits of EV ownership.

“Many of our drivers take home more money by driving an EV,” Tinucci noted. “For high-mileage drivers, the total cost of ownership often tips in favour of electric.”

Cracking the charging challenge

While incentives are a strong start, charging infrastructure remains a critical barrier. Half of Uber drivers charge at least once a day, but unlike many EV owners, most don’t have access to home charging. They rely on public charging networks, which vary in cost, reliability and convenience.

Uber has introduced features like battery-aware ride matching (which avoids assigning rides to a driver that can’t complete on their current charge) and charging maps within the app to help drivers navigate charging limitations. Still, Tinucci admits, “We need to do more, especially for drivers living in multi-family housing or charging deserts.”

The “holy grail,” she says, is reliable overnight charging at multi-unit dwellings. But until that becomes widespread, Uber is pushing for smarter, more strategic investment in public fast charging, particularly in areas where many drivers live and work.

Tinucci sees strong potential for win-win partnerships with charging operators. Given their daily charging needs, rideshare drivers are a valuable customer base for CPOs, offering the reliable, built-in demand needed to justify new infrastructure.

Partnerships that move the needle

Uber has set the ambitious target to become a zero-emission platform by 2040, which can’t be achieved in a vacuum. Tinucci emphasized the need for “never-seen-before partnerships” across sectors, including with automakers, infrastructure providers, nonprofit educators and all levels of government.

She points to real-world examples where smart policy and product availability creates rapid adoption. In London, EV adoption among ride-hail drivers skyrocketed after the city introduced congestion zone exemptions for electric vehicles. Meanwhile, in Latin America, adoption surged as more affordable EV models entered the market. “Access to low-cost EVs is critical,” Tinucci said. “It’s a tipping point when price parity is reached.”

The road ahead

Looking ahead, Tinucci is optimistic. Autonomous vehicles, she pointed out, are already being built on electric platforms and their expansion will naturally accelerate EV adoption.

Uber’s transition to a fully electric platform will require continued collaboration and investment, especially in underserved communities. “This is not something we can do alone,” Tinucci said. “We need coordinated action to make EVs work for drivers, for cities, and for the future.”

As the electrification flywheel picks up speed, Uber’s model is proving that scalable, inclusive change isn’t just possible — it’s already in motion.

To learn more about Uber’s global sustainability commitments, visit https://www.uber.com/ca/en/about/sustainability/.