A new automaker is looking to bring a splash of French panache to Canada’s EV market.
Driving the news: French automaker Alpine will “probably” launch its North American expansion in Canada, the CEO confirmed to Automotive News Europe. The Renault-owned brand would sell its EV models, including a hatchback, a sports coupe, and, potentially, an SUV.
- The brand originally eyed the U.S. as its gateway to the North American market, with a launch set for 2026 or 2027, but tariffs on foreign-made cars dashed these plans.
- Since Renault revived Alpine in 2018, the brand has been a hit across Europe and secured its cool factor after taking over Renault’s Formula One team in 2021.
Why it matters: The ooh la la of French automaking has been absent in Canada for decades. Peugeot left in 1991, and Renault hasn’t sold vehicles here since 1988, aside from a weird micro-EV called the Twizy it tried to sell in 2016 (though that thing was barely a car).
- Alpine’s CEO figures the company can reach ~80% of the Canadian market by placing retailers in Toronto, Ottawa, Calgary, and Montréal — a city that’s quite familiar with Renault.
Bottom line: EV demand is waning, with zero-emission vehicles accounting for just 9.7% of new registrations in Canada last quarter, down from 18.9% the quarter before. Opening up the Canadian market to more brands could be one way to restore interest.—QH