How Volkswagen’s $7B battery plant may top to extra Canadian gross sales

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Volkswagen Staff’s $7 billion funding in Canadian battery mobile manufacturing approach it’s now not business-as-usual for the German automaker’s manufacturers in Canada.

Gross sales expansion is each an aspiration and an expectation as the corporate builds its first vital production footprint within the nation, mentioned Pierre Boutin, CEO of Volkswagen Staff Canada.

“We don’t make these investments to have the status quo,” he instructed Automobile Information Canada. “We need to pick up volume and we believe also with the electric-vehicle lineup we have that we have an edge on many of our competitors, so we can grow faster than most.”

The German automaker, which was once lambasted for its environmental report lower than a decade in the past following the so-called dieselgate emissions dishonest scandal, is now using briefly into zero-emission automobile and battery mobile manufacturing.

For the Canadian crew, Boutin mentioned, the arriving of Volkswagen battery subsidiary PowerCo will heap on added drive, however “we’re up for the challenge.”

“We’re going to prove what can be done here in Canada so that further investment can be looked at in the future, so that we continue to grow.”

VW Canada was once indirectly concerned within the team’s choice to web page its inaugural North American battery mobile plant in St. Thomas, nevertheless it did safeguard early on that Canada was once thought to be, Boutin mentioned.

In a similar fashion, as PowerCo prepares to split farmland at the 370-acre web page halfway between Toronto and Windsor upcoming pace, its Canadian gross sales and advertising arm will play games a minimum position. PowerCo will function within the nation as its personal entity, in step with VW Canada spokesman Thomas Tetzlaff.

However the German automaker’s layout of EV investments in North The usa, which additionally come with retooling at its Chattanooga, Tenn., meeting plant over the hour a number of years and the not too long ago introduced Scout Motors plant in Blythewood, S.C., are designed partially to energise the corporate’s gross sales in Canada and the US, Boutin mentioned.


Volkswagen is the marketplace chief in Europe and a eminent logo in China, so “the biggest opportunity for our company is North America,” he mentioned. “We’re investing because we want to grow.”

Volkswagen Staff was once the second-largest automaker by means of quantity globally latter pace, nevertheless it positioned 7th in Canada amongst full-line automotive corporations, in step with the Automobile Information Analysis & Information Middle in Detroit. Throughout its solid of manufacturers, led by means of Volkswagen and Audi, the corporate bought 85,859 automobiles in 2022, accounting for five.7 in line with cent of the full Canadian marketplace. In pre-pandemic 2019, the crowd held a 5.8 in line with cent marketplace percentage in Canada, promoting 112,537 automobiles.

The unutilized Canadian production presence is bound to up the corporate’s profile around the nation, and must top to better gross sales, in step with native Volkswagen broker Michael Dalglish.

“I think it signals a new era for Volkswagen in Canada and North America, and luckily, here, I’m on the doorstep,” mentioned Dalglish, the broker essential of Dalmar Motors and Audi London.

Dalmar Motors, now in its moment week, opened in London, Ont. in 1953, a couple of months upcoming the primary Volkswagen automobiles arrived in Canada.

Next a number of years of relocation paintings, Dalglish opened the doorways at a unutilized 43,000-square-foot (4,000 square-metre) dealership on the southwest finish of the town only a few weeks in the past. The unutilized bind is lower than 20 kilometres from the deliberate St. Thomas mobile plant, a cut power throughout a handful of farm-lined nation roads.

Dalglish mentioned he expanded on the unutilized location “with growth in mind,” in spite of a blackmail from VW Canada that the relocated dealership was once higher than wanted for the gross sales quantity it recently has. Between the corporate’s after EV lineup and the good thing about native battery manufacturing, Dalglish has negligible uncertainty the residue carrier bays and floorspace he invested in will probably be crammed out in cut form.   


“There have been, over the years, promises of great volumes and going to the next level. The difference this time is Volkswagen’s put the money where their promises were.”

To what stage the Canadian battery plant will translate to better gross sales is tricky to estimate, Dalglish mentioned, however he’s fascinated about its doable to power logo consciousness, and the added consideration paid to the Canadian marketplace by means of zenith corporate brass in Wolfsburg, Germany.

If alternative automakers with native production footprints are any indication of gross sales doable, Volkswagen may to find itself including to its quantity. Of the six top-selling automakers in Canada, all however one manufacture automobiles within the nation.

Life Volkswagen will probably be development batteries now not automobiles, the unutilized mobile plant must decrease prices for the costliest feature in Volkswagen’s hour EVs, Boutin mentioned.

About 40 in line with cent of the price of an EV is the battery, and since batteries will now be produced in Canada, they may be able to be bought to Canadian shoppers with out added forex fluctuations, that have normally favoured the American greenback and Euro, he added.

“This provides us with an additional competitive edge.”

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