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Zero Emission Vehicle Awareness Initiative – Light-duty stream

Status: The Call for Proposals focusing on light-duty zero-emission vehicles and technologies and micro-mobility solutions is now closed and proposals are being reviewed.

On-road transportation accounts for about 20 percent of Canada’s total greenhouse gas (GHG) emissions. Reducing transportation emissions is critical to achieving the Government’s ambitious climate change commitments and is consistent with the global shift toward zero-emission vehicles (ZEV).

To accelerate the path to net zero, the Government of Canada has set a mandatory target for all new light-duty cars and passenger truck sales to be ZEVs by 2035. However, nationwide surveys consistently show that a lack of awareness, knowledge and public confidence in ZEVs is a key barrier to adoption on a wider scale. Addressing gaps in ZEV knowledge and experience for consumers and businesses is therefore critical to supporting Canadians through the decision-making process to purchasing a ZEV.

A unique opportunity to educate Canadians

The Zero Emission Vehicles Awareness Initiative (ZEVAI) funds new and innovative projects that aim to address awareness and knowledge gaps among Canadians on light-duty ZEVs and ZEV technologies, including battery electric (BEV), plug-in hybrid (PHEV) and hydrogen fuel cell electric vehicles. This stream is also open to battery-powered micro-mobility solutions (i.e., small, lightweight vehicles operating at low speeds, including scooters, e-bikes, and cargo e-bikes). Please see the medium and heavy-duty page for information on that stream.

We recognize the unique opportunities that zero emission vehicle awareness can present for Indigenous businesses and communities and encourage Indigenous participation on all projects. Natural Resources Canada wants to ensure that our current and future processes include measures to enable and encourage greater Indigenous participation.

There will be an additional Indigenous stream of the Zero Emission Vehicle Awareness Initiative available for Indigenous owned/led projects.

Successful applicants

Successful project information will be available upon signing of contribution agreements.

Explore past successful projects

Explore the types of eligible projects

NRCan will provide funding for new and innovative ZEV awareness and education activities that are to take place in Canada and that raise awareness or educate the public about zero-emission light duty and micro-mobility solutions, including BEV, PHEV, hydrogen fuel cell vehicles, and related infrastructure.

Proposed projects could include, but are not limited to:

  • Developing and implementing novel targeted outreach and awareness campaigns
  • Creating new web-based resources or information portals
  • Demonstrating the potential of ZEVs and showcasing vehicles through test drive and trial programs, mobile showcases, ambassador or mentorship programs, and other programs, including in underserved areas
  • Undertaking actions to increase knowledge and visibility of EV charging infrastructure and technologies for personal vehicles and micro-mobility solutions
  • Undertaking actions to increase workplace charging awareness among employees across multiple companies
  • Increasing knowledge of EV charging options and technologies among potential end-users such as commercial fleets
  • Developing curriculum, training material, or best practices guides and educational tools for targeted audiences or for all Canadians

NRCan will not fund repeat or extended projects (same deliverables, audience, location) that were previously undertaken by the organization. Annual events held by organizations are not eligible for NRCan funding.

Why is this important?

In 2022, the Government of Canada issued a plan for reducing emissions: 2030 Emissions Reductions Plan: Canada’s Next Steps for Clean Air and a Strong Economy. In it, the Government reinforced its commitment to fight climate change, create jobs, and ensure that Canadians are global leaders in the transition to clean industries and technologies.

The plan is an ambitious and achievable sector-by-sector approach through which the Government aims to reach its new climate target of cutting emissions by 40 per cent below 2005 levels by 2030, putting us on track toward our goal of achieving net-zero emissions by 2050.

Additional information about the Initiative

  • How much support could my organization receive from the Zero Emission Vehicle Awareness Initiative?

    This funding will be delivered through cost-shared, non-repayable contributions for eligible projects via contribution agreements with successful applicants.

    Financial support for projects is based on the total amount of funds available for ZEVAI. The table below shows the maximum percentage payable by NRCan of total project costs for each applicant type.

      For-Profit Organizations Not-for-Profit Organizations and Governments Indigenous Organizations *
    Maximum amount payable by NRCan

    Up to 50% of total project costs

    Up to 75% of total project costs

    Up to 75% of total project costs

    * Indigenous organizations, registered Indigenous businesses or communities, including not-for-profit and for-profit organizations, are those that can demonstrate greater than 50% Indigenous controlled ownership. Note that Indigenous organizations are also invited to apply for funding under ZEVAI’s separate Indigenous stream. Please contact for details.

  • Can support be stacked with other financial incentives?

    It is possible for other source of funding—for example, a provincial incentive—to contribute to total project costs. Total funding from all levels of government (e.g., federal, provincial/territorial and/or municipal) cannot exceed 75% of the total project costs, unless the proponent is an Indigenous owned business or community, not-for-profit organization, a provincial, territorial or municipal government or their department or agency, in which case the stacking limit is 100% of project costs.

  • Can projects commence prior to signing a contribution agreement with NRCan?

    Successful applicants can start their Projects upon receipt of the Letter of Conditional Approval from NRCan. However, expenses incurred prior to the signing of a contribution agreement by Canada are incurred at the Proponents own risk. While such expenses may count towards total project costs, they are not eligible for NRCan reimbursement.

  • Will there be another call for proposals in the future?

    Yes. While the exact timing has not yet been determined, NRCan is planning to launch a future call for proposals and will notify the public ahead of time.

  • Service standards

    Our goal is to achieve our service standards a minimum of 80% of the time under normal circumstances:

    • Respond to general inquiries made to our email address within 5 business days
    • Review the completeness of your application and reply within 3 business days
    • Assess your application and send you an approval or a rejection notification letter within 100 days of the end the CFP deadline
    • Send you a draft contribution agreement for review within 30 business days of issuing the Letter of Conditional Approval (if applicable)
    • Review your payment claim within 15 business days
    • Send you a payment within 30 business days of receipt of a duly completed and documented payment claim

Contact us

Any questions or inquiries regarding the ZEVAI must be sent by email to:

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