CALIBRATE Coalition Hits 50 Member Organizations, Launches Half-Million Dollar Ad Buy

Expanded Media Campaign Gains Momentum to Pause California’s EV Mandate

CALIBRATE, the growing statewide coalition urging a reset to California’s electric vehicle (EV) mandate, has grown to 50 participating organizations spanning small and minority-owned businesses, business trade associations, social justice organizations, and consumer groups.

The coalition is launching the next phase of its media campaign this week, including a $500,000 statewide media buy over the next 60 days that expands CALIBRATE’s message to voters up and down the state. The campaign will deploy new ads across connected TV, digital, and out-of-home platforms, including video and static formats, Spanish-language, and billboard placements in select markets. CALIBRATE will also sponsor Politico’s California Climate newsletter for the next two weeks, alongside a run-of-site digital takeover on Politico’s California homepage.

“The CALIBRATE coalition is accelerating into high gear with new partners joining each day,” said Brian Maas, President of the California New Car Dealers Association. “Our numbers are growing because Californians understand the mandate is out of step with market realities and risks triggering a consumer backlash. A key message in this latest ad campaign is highlighting that two-thirds of California voters are opposed to the policy. Sacramento should take notice.”

Recent polling conducted by Tulchin Research shows that 64% of California voters oppose the EV mandate after learning the details. This includes majorities across all major racial and ethnic groups as well as in traditionally progressive regions like the Bay Area. The poll also found that the lack of charging infrastructure was the top concern.

View the new CALIBRATE creative assets here.

Recent news media coverage: 

• Brian Maas recently featured on the Ray Appleton Show.

• Jay Beeber of National Motorist Association published this op-ed on behalf of CALIBRATE in Southern California News Group.  

• Calmatters’ veteran columnist Dan Walters covered the issue last week, noting, "California can’t force consumers to buy ZEVs."

Background: California’s zero-emission vehicle mandate requires automakers to ramp up ZEV sales each year until gas and hybrid vehicles are fully banned by 2035. The mandate begins now, with 35% of model year 2026 sales required to be zero-emission. However, market demand is moving in the opposite direction: ZEV sales fell in the first quarter of 2025 after two years of stagnation, according to Experian Automotive, as published in the California New Car Dealers Association's most recent Quarterly Auto Outlook report.

Below is a comprehensive list of CALIBRATE coalition members, with more joining each day:  

Agriculture:

California Farm BureauFresno County Farm BureauMonterey County Farm BureauSacramento County Farm BureauWestern Growers

Consumer & Senior Advocacy:

California Consumer Advocates for Affordability & SafetyCalifornia Consumer VoiceCalifornia Senior AllianceCalifornia Taxpayer Protection CommitteeContra Costa County Taxpayers AssociationGold Country Taxpayers AssociationGolden Years Policy CouncilLos Angeles County Taxpayers AssociationNational Motorists AssociationOrange County Taxpayers AssociationPlacer County Taxpayers AssociationSilicon Valley Taxpayers AssociationSolano County Taxpayers AssociationVentura County Taxpayers Association 

Small Business & Industry:

California Business RoundtableCalifornia Chamber of CommerceCalifornia Fuels & Convenience AllianceCalifornia Local Business ConnectionCalifornia New Car Dealers AssociationCalifornia Retailers AssociationCalifornia Small Business AssociationCarlsbad Chamber of CommerceCentral Valley Business FederationFamily Business Association of CaliforniaINVEST FresnoNational Federation of Independent BusinessOrange County Business CouncilSan Diego Regional Chamber of CommerceSouthwest California Legislative CouncilWestern Propane Gas Association

Social Justice, Ethnic, & Minority:

California Black Chamber of CommerceCalifornia Hispanic Chambers of CommerceCommunity BuildCommunity Repower MovementHispanic 100Hispanic Chambers of Commerce San FranciscoInland Empire Latino CoalitionLatin American & Caribbean Business Chamber of Commerce National Action Network, Los AngelesNational Action Network, SacramentoNational Diversity CoalitionNicaraguan American Chamber of Commerce Northern CaliforniaThe Two Hundred for HomeownershipUnited Latinos Action

Learn more at CalibrateCA.org.