Affordability is the number one impediment. Survey after survey, from both industry and government, confirms that's the biggest barrier. Recent data that we've just had a look at, from J.D. Power, which looks at transaction price, shows that there is a gap of $20,000 in the most popular segment, the compact SUV segment, between EV and ICE.
Canada's incentive is $5,000, and in our most populous province, Ontario, there is no incentive. Asking a middle-class family to increase their vehicle budget by $20,000 is highly unlikely in the current economic environment. We need a bigger incentive, first and foremost.