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Luxury must become affordable to grow EV market, says AXL

New retail strategies from Canada’s first domestic EV brand, AXL, aim to increase the mass appeal of electric mobility. By Will Girling

Canada’s automotive industry produced 1.2 million vehicles in 2022, making it the fourteenth largest overall. The nation’s substantial mineral wealth, including deposits of lithium and nickel, are expected to give it an advantage as a manufacturing hub in the global shift to electric vehicles (EVs).

Automotive World Magazine – September 2023

Despite being an important production location for automakers like Stellantis, GM, Ford, and Toyota for many years, Canada lacked its own homegrown EV maker. That changed when Ontario-based AXL Electric Vehicles announced its Sharx-5 model in June 2023. “We started with a cause: to create a car with mass appeal, as many features as possible, and a design that will convince people to make the transition to EVs,” states Ali Eslami, Founder and Chief Executive.

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