Simcoe County Auto Mayors Take Action with “Canada North Strong”
NEW TECUMSETH, ON – In alignment with the federal government’s National Automotive Strategy, the Simcoe County Auto Mayors are advancing 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 initiative comes at a critical time for the industry, following recent developments impacting automotive investment, including Honda’s decision to halt its planned electric vehicle expansion project in Alliston.
While there is no impact to current operations, the decision underscores the importance of responsive and practical policies to ensure Canada remains an attractive destination for future investment.
“Moments like this reinforce just how important it is for Canada to remain competitive in a rapidly changing global market,” said Mayor Richard Norcross. “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 Simcoe Auto Mayors, founded by New Tecumseth Mayor Richard Norcross, have issued a joint call to federal and provincial governments to implement practical recognition tools—such as a voluntary national branding identifier—that original equipment manufacturers and suppliers can use to promote Canadian-built vehicles.
“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. 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,” said Mayor Norcross. “By working together, we can advocate for measures that strengthen manufacturing competitiveness and support local workers.”
The 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.
The initiative responds to ongoing challenges in the sector, including global competition, shifting consumer demand, and the absence of a clearly defined national brand identity for Canadian vehicle manufacturing. 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 Canada North Strong Initiative represents a unified regional commitment to protecting jobs, supporting industry partners, and building a resilient and competitive automotive sector for future generations.
For more information on the Simcoe Auto Mayors, visit newtecumseth.ca/AutoMayors
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Julia Jackson
Manager, Corporate Communications
Town of New Tecumseth
705-435-3900
communications@newtecumseth.ca
