In this edition of our Trailblazer series, we are excited to feature Cara Clairman, President and CEO of Plug’n Drive. Cara has been a driving force behind accelerating electric vehicle (EV) adoption in Canada, transforming Plug’n Drive from a concept into a leading non-profit. With over 25 years of experience in the environmental field, Cara’s journey is an inspiring example of innovation, resilience, and leadership in the EV space.
YellowYellow (YY): Cara, your transition from environmental law to leading Plug’n Drive is remarkable. Can you tell us how this journey unfolded?
Cara Clairman (CC): My career has always centered on environmental work, beginning as an environmental lawyer. At Ontario Power Generation (OPG), I transitioned from legal counsel, that involved compliance with Environmental law to the VP of Sustainable Development. During this time, I worked on progressive environmental initiatives, such as transitioning from coal power, biodiversity, carbon trading, and energy efficiency programs, which were quite ahead of their time. When we heard EVs would soon be coming to Canada, we (the sustainability team at OPG) started thinking about the benefits to the environment as well as the potential impact on electricity needs. That sparked my interest and laid the groundwork for Plug’n Drive.
YY: Plug’n Drive has been a game-changer in EV adoption. How did you come up with the idea?
CC: Around 2008, while working at OPG, we heard that EVs were coming soon from our neighbor in the Durham region, General Motors. We wanted to understand what the benefits could be and what Ontario would need to do to get ready. We produced a white paper and also convened a conference. One thing that became very clear was that there was a significant need for education as people really didn’t understand EVs or their benefits. In order to fill that educational gap, I pitched OPG’s then CEO, Tom Mitchell, on the idea of setting up a separate not-for-profit that would focus on educating consumers to make the switch – good for the environment and good for OPG! To my great surprise, he said yes and that was the beginning of Plug’n Drive.
YY: What were the initial challenges that you faced with PlugnDrive and why did you decide to take the non-profit route?
CC: After I had figured out that the focus of Plug’n Drive would be educating consumers on EVs, the next challenge for me was to raise some money. My previous work experience was with law firms or large companies and I had never had any experience raising money. . As for why we went the non-profit route, it made sense given education isn’t really a for-profit business, and the newly established Board of Directors agreed a non-profit corporation would be best.
YY: What skills did you use to tackle the above challenges?
I had to quickly learn how to pitch for funding. Coming from a big organization like OPG, I had no prior experience asking for money, and initially, I was hesitant. Over time, I realized people appreciate clarity—so I got bolder and more direct with my ask. It became essential to not only focus on funding but also to creatively expand our projects. For instance, we diversified, our work to include training for dealers, mechanics and hosting educational events for companies.
Strategic planning played a big role too. Every couple of years, with the help of a great Board of Directors, we would I’d reassess what was working and what wasn’t. This allowed me to refine Plug’n Drive’s focus and keep us moving forward.
YY: What accomplishments with Plug’n Drive are you most proud of?
CC: The EV Discovery Centre, launched in 2017, is one of our proudest achievements. It was the first facility of its kind globally, offering a multi-brand, non-sales environment where consumers could learn about and test drive EVs. This hands-on experience has been crucial in convincing people to switch to electric. We’ve also expanded our reach across Canada, and by 2026, we aim to offer test drives in every province, making EV education accessible to all Canadians.
YY: You’ve mentioned the importance of test drives in converting consumers to EVs. How did you identify this as a key strategy?
CC: From the beginning, we offered test drives as part of our educational efforts, and we noticed a significant increase in interest in EVs after people experienced them firsthand. This insight was reinforced by data from other countries, who were ahead of the North American market. It was a “light bulb moment” for us, and it’s something that still sets us apart today as we continue to prioritize thie test drive experience.
YY: The EV market has seen tremendous growth. Where do you see the future of EVs in Canada, especially with changing demographics?
CC: The EV market in Canada is growing steadily, despite global challenges. Interestingly, the demographic of EV buyers is diversifying. While early adopters were typically wealthier, the availability of used EVs and the total cost of ownership being lower than gas cars are making EVs more accessible to middle and lower-income Canadians. This shift is crucial as we work towards the government’s mandate for all new car sales to be electric by 2035.
YY: Finally, what advice do you have for young professionals looking to make an impact in the climate and sustainability fields?
CC: There are numerous opportunities in this field, whether in corporate roles or non-profits. My advice is to get involved early by volunteering and attending industry events. Networking and gaining firsthand experience are invaluable. For those interested in EVs, there are entry-level positions in such a wide range of companies including automakers, and electricity companies and companies that make charging stations. The key is to dive in and find your niche.
Cara Clairman’s visionary leadership at Plug’n Drive is not only accelerating the shift to electric vehicles but also setting a new standard for environmental education in Canada. Her journey shows us the sheer power of gritty, inventive leadership in pushing us toward a greener future.
Fired up by Cara’s story? Let’s talk about how you can take part in this green shift.
