GM Surpasses Tesla as Canada's Leading Electric Vehicle Manufacturer

In a surprising turn of events, General Motors has claimed the title of Canada's top electric vehicle seller, surpassing Tesla. GM achieved this feat during the last quarter of 2024 and the first quarter of 2025, driven by robust sales figures and strategic brand diversity. Meanwhile, Tesla experienced a significant decline in registrations, particularly in Quebec, influenced by changes in government incentives and public sentiment.
The shift in market dynamics can be attributed to both external factors such as policy changes and internal corporate strategies affecting consumer preferences.
GM’s Ascendancy in the Canadian EV Market
General Motors' rise to the top of Canada's electric vehicle sales is remarkable, given its diverse portfolio of brands. The company leveraged multiple brands selling EVs across the country, which contributed significantly to its success. In contrast, Tesla, with only four models available, struggled to maintain its dominance despite being a preferred choice among EV buyers previously.
During Q4 2024, GM sold approximately 15,000 EVs in Canada, followed by around 6,000 units in Q1 2025. This performance was bolstered by favorable market conditions and effective marketing strategies. GM's extensive range of vehicles catered to a broader audience, enhancing its appeal. Moreover, the termination of federal and regional incentive programs impacted all manufacturers equally but did not deter GM from achieving its milestone.
Tesla's Challenges Amidst Shifting Consumer Sentiment
Tesla faced considerable challenges in maintaining its position as the leading EV manufacturer in Canada. A sharp decline in registrations, especially in Quebec, highlighted the impact of changing consumer attitudes towards the brand. Statements made by Elon Musk about Canada further strained relations with potential buyers, exacerbating existing tensions due to trade disputes.
Data from SAAQ revealed a staggering 90% drop in Tesla registrations in Quebec between Q4 2024 and Q1 2025. Although nationwide statistics are yet to be released, these numbers indicate a broader trend of reduced interest in Tesla products. Furthermore, the discontinuation of rebate programs likely affected Tesla disproportionately compared to competitors like GM, who benefited from their multi-brand strategy. As a result, Canadians appear less inclined to purchase Teslas, presenting an opportunity for other manufacturers to gain market share.