Electric Vehicles for Climate, a Green Economy, or Independence? Comparing Policy Discourse in Newspapers Across Three Canadian Provinces

In efforts to increase the uptake of plug-in electric vehicles (PEVs), many regions rely on demand-focused policies such as purchase incentives. Fewer regions also implement strong supply-focused policies such as a zero-emissions vehicle (ZEV) sales mandate. We explore policy discourse regarding implementation of different PEV policies, using as case studies the Canadian provinces of British Columbia (BC), Ontario, and Québec—the latter of which was the first to implement a ZEV mandate. Using a selection of 984 newspaper articles printed in 2008–2018, we analyze statements from governments, industry, and other actors about PEV technology and policy via content and discourse analysis. In all case studies, provincial governments framed PEVs as mixed private-public goods, and framed PEV policy as needed to achieve climate goals, while improving the functional limitations such as price and performance. Otherwise, policy discourses differed widely. BC's discourse included broad support for purchase incentives, while Ontario's discourse was mired in political controversy regarding the economic impacts of all climate policies. Québec was the only case study that demonstrated open support for supply-focused PEV policy by government and advocacy groups, namely the ZEV mandate. The government-led storyline uniquely emphasized two societal goals in the province: climate mitigation and economic independence. Across cases, the successful implementation of PEV policy is associated with storylines that emphasize high priority societal issues, along with an absence of convincing political or industrial opposition. This policy discourse approach can shed light on why policymakers in different regions gravitate towards different policy approaches.