The transition to electric vehicles as a standard in Manitoba and beyond is “an evolution, not a revolution,” NFI Group President & CEO Paul Soubry shared, kicking off the Manitoba Chambers of Commerce MBiz Breakfast of Champions series on Oct. 30 with inspiration and humour.
Hundreds of early-morning guests enjoyed a hot breakfast, valuable networking opportunities and words of wisdom as Soubry related stories of how the Winnipeg-based company – which includes bus manufacturers New Flyer and Motor Coach Industries – is leading the evolution to global zero-emission mobility, and why it continues to call Manitoba home.
Soubry was chosen as MCC’s first Breakfast of Champions keynote speaker due to his role in leading NFI Group through a series of transformations and acquisitions resulting in the world-class, private-sector company’s current leadership position across the majority of its bus and motor coach markets, and its success growing the business with cutting-edge technology, embracing the green economy, and bouncing back from pandemic losses.
NFI Group has more than 100,000 vehicles currently in operation in 13 countries around the world, along with 44 facilities where they manufacture and sell buses and parts. They are market and technology leaders in all of their core markets, and have 9,000 staff around the world – about a third of those here in Manitoba.
While most people might say NFI “builds buses”, Soubry shared that their real responsibility is in safely moving people – “the world’s most precious cargo” – while producing vehicles that make a significant impact on the environment.
Leading the “ZEvolution”
NFI is a leader in what they call the “ZEvolution” to meet increasing demand for electric vehicles (both battery-electric and fuel cell-electric) driven by government funding and the drive to zero-emission. They have built more than 4,000 zero-emission buses, and 150 cities in six countries currently have NFI zero-emission buses in service or on order.
In late October, the company announced a government-supported initiative to expand New Flyer’s Winnipeg manufacturing capability to allow for complete manufacturing of heavy-duty transit buses in Canada and an increased offering of zero-emission buses, including battery-electric, fuel-cell electric, and trolley-electric buses for the Canadian market, while creating up to 250 new direct “green” jobs here.
This project will help enhance Manitoba’s green economy – something the Manitoba Chambers of Commerce is also championing through our Manitoba Green Advantage program, which held a Manitoba Green Economy Forum in October to showcase and explore six high-potential green industry opportunities it identified for Manitoba, including commercial zero-emission vehicles.
Championing Manitoba – and Manitobans
While product demand and logistics have made it crucial for NFI to expand across borders, Soubry says he and the company will continue to champion Manitoba as a great place to do business for several reasons – and not just because they were founded here nearly a century ago.
“You cannot deny the global benefit of our location – we’re in the centre of North America with excellent logistics both north-south and east-west, we’re 60 min to the border, and we’re very lucky that we have a great airport,” Soubry explained, adding that NFI has also built valuable relationships locally, including with post-secondary institutions whose students benefit from hands-on learning using NFI’s electric buses, various committees, and Winnipeg Transit, which helps with product testing.
A big part of their success locally is the 3,000+ NFI and MCI staff in Winnipeg, Soubry says.
“The work ethic of the average person here – that ‘give a darn factor,’ when you truly care – is really high. And the pride of what we do from here is a big deal.”
Soubry also shared NFI Group’s commitment to making NFI a great place to work, and its belief that safety and sustainability should be part of a company’s DNA, not just a department.
Looking towards the future, in addition to the transition to EV products, the company is focusing on several goals including managing its brands within a brand and earning back credibility from its employees, customers, investors and banks after the pandemic, which led to layoffs and loss of business.
Join Us in the New Year
Thank you to everyone who joined us last week and at our MBiz Breakfasts throughout 2024! MCC is putting together another great series of MBiz Breakfasts for 2025, including more MBiz Breakfast of Champions events. Be sure to subscribe to our e-newsletter and watch for information on how you can join us in the new year!
Thank You to Our Partners
We extend a huge thank-you to our event sponsors, Powertec and RRC Polytech, as well as our presenting sponsor 6P Marketing, and series supporters CPHR Manitoba, Travel Manitoba, Manitoba Egg Farmers, and our exclusive media partner Winnipeg Free Press. We could not host these events without your support!
