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Auto Mayors lobby the federal government for auto policy changes

May 28, 2026   ·   0 Comments

By Brian Lockhart

With the automotive industry having a huge impact in the region, a group known as the Simcoe County Auto Mayors, led by New Tecumseth Mayor Richard Norcross, is appealing to the federal government for practical policy changes that support local manufacturing, protect jobs, and strengthen Canada’s long-term competitiveness.

The Auto Mayors met for a special meeting at New Tecumseth Council Chambers on Thursday, May 21, to sign a document called the Canada North Strong Initiative – a coordinated effort to strengthen Canada’s automotive sector, support Canadian-built vehicles, and reinforce long-term competitiveness in a rapidly evolving global market.

The municipalities all have a significant stake in the automotive industry through direct manufacturing, parts production, and transportation. The automotive industry provides jobs for thousands of residents in the region.

The initiative comes at a critical time for the industry, following recent developments impacting automotive investment, including Honda of Canada Manufacturing’s decision to halt its planned electric vehicle expansion project in Alliston.

While the decision not to proceed with the electric vehicle expansion came as a surprise, there is currently no impact on regular production at the Alliston plant.

However, the Auto Mayors want to ensure the automotive industry in the region remains strong.

“Moments like this reinforce just how important it is for Canada to remain competitive in a rapidly changing global market,” Mayor Norcross said. “We need to ensure that our policies reflect how the industry is evolving, so we can continue to support our workers, our communities and long-term investment here at home.”

The Canada North Strong Initiative, including the Canada North Vehicles concept, is intended to symbolize a unified Canadian automotive identity – one that reflects the strength, reliability, and performance of vehicles built for Canada’s diverse and demanding climate conditions.

The initiative aims to better position Canadian manufacturing capabilities both domestically and internationally, while advocating for policy alignment that reflects current market realities.

“The concept is simple: other countries have built clear identities around their vehicles – American muscle, German luxury – but Canada has not fully told its story,” said Mayor Norcross. “Canadian-built vehicles are designed to perform in some of the world’s harshest climates, making them exceptionally durable and reliable. Canada North Vehicles is about defining and promoting that Canadian identity. By working together, we can advocate for measures that strengthen manufacturing competitiveness and support local workers.”

The Auto Mayors are also calling for policy adjustments that better reflect the current automotive landscape, including recognition of hybrid technologies alongside electric vehicles, and measures that ensure fair competition for Canadian manufacturers in a global marketplace.

Through coordinated advocacy, the Simcoe Auto Mayors are working to support trade-impacted communities, strengthen consumer awareness, and secure Canada’s position as a leader in automotive innovation and production.

The Simcoe Auto Mayors include Richard Norcross (New Tecumseth), Jennifer Coughlin (Springwater Township), Scott Anderson (Adjala-Tosorontio), James Leduc (Bradford West Gwillimbury), Doug Measures (Clearview Township), Yvonne Hamlin (Collingwood), Sandie Macdonald (Essa), Lynn Dollin (Innisfil) and Doug Rawson (Penetanguishene).

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