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When Ontario Premier Doug Ford cancelled the province’s incentives for consumers who bought electric vehicles in July, executives at Toyota Canada weren’t upset.

“I wasn’t a big fan of the incentives,” vice-president of corporate strategy Stephen Beatty said in an interview with the Financial Post.

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“If you build up consumer demand solely based on how many thousands of dollars the government can give you to encourage you to buy a car, that to me doesn’t sound like a terribly sustainable business model.”

Toyota has argued that a one-size-fits-all approach focusing on the sale of zero-emission vehicles — particularly on the sale of electric cars — misses the mark when it comes to reducing greenhouse gas (GHG) emissions.

In fact, while many automakers are following Telsa’s footsteps and investing heavily in launching new battery electric vehicles, Toyota has taken a different approach. The Japanese automaker is doubling down on hydrogen fuel cell vehicles — still a zero-emission electric vehicle, but one that is powered by the most abundant element on earth.