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Hybrid and Electric Vehicles - Canada - March 2018

The market for hybrid and electric vehicles has seen strong growth over the course of the last several years, with consumer consideration and attitudes pointing to a positive outlook for the future of the category. Fuel economy, economical pricing and government incentives are key factors that play a role in shaping consumer consideration for hybrid and electric vehicles. Operators in the category face hurdles such as vehicle range, variety in models and reducing MSRP. With consumers likely to respond well to brands with strong value and to those that provide vehicles with long range, auto makers will need to address these areas in order to reach their target audience.

This report examines the following issues:

  • Minimal ownership of hybrid and electric vehicles
  • Saving on fuel is key purchase driver
  • Critical attitudes towards hybrid and electric cars are prevalent

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Minimal ownership of hybrid and electric vehicles
            • Figure 1: Hybrid and electric vehicle ownership, December 2017
          • Saving on fuel is key purchase driver
            • Figure 2: Purchase drivers, December 2017
          • Critical attitudes towards hybrid and electric cars are prevalent
            • Figure 3: Negative-attitudes towards hybrid and electric vehicles (any agree), December 2017
          • The opportunities
            • Most would consider a hybrid or electric vehicle
              • Figure 4: Hybrid and electric vehicle purchase consideration, December 2017
            • Hybrids mainly viewed as fuel efficient and EVs eco-friendly
              • Key consumer sentiment suggests the future is bright for EVs
                • Figure 5: Attitudes towards hybrid and electric vehicles (any agree), December 2017
              • What it means
              • The Market – What You Need to Know

                • Hybrid and electric vehicles see strong growth
                  • The effect of EV battery prices
                    • Government incentives for hybrids and EVs
                      • Monetary concerns can lead to cautious spending habits
                        • Gas prices can affect choice of vehicle type
                        • Market Size

                          • Hybrid and electric vehicles see strong growth
                            • Figure 6: Total annual sales of hybrid and electric vehicles, Canada, 2011-17
                        • Market Factors

                          • The effect of electric vehicle battery costs
                            • Government incentives for hybrids and EVs
                              • Financial worries can lead to prudent spending habits
                                • Fuel prices can affect choice of vehicle type
                                  • Figure 7: Average retail prices for regular gasoline in Canada, 2015-2018 (March)
                                • Major city dwellers may opt for hybrids/EVs as commute times rise
                                • Key Players – What You Need to Know

                                  • Hybrid and EV incentives
                                    • BMW promotes it’s EV technology
                                      • Chevy’s green car of the year
                                        • Consideration for hybrid and EVs has grown
                                          • Infrastructure still lacking for EVs
                                            • Numerous brands have pledged to go all electric and hybrid
                                            • Marketing and Advertising

                                              • Electric/hybrid car incentives
                                                • Figure 8: 2017 Nissan LEAF, mobile advertisement, March 2017
                                              • BMW markets its improvements in electric tech and range
                                                • Figure 9: BMW i3, mobile advertisement, October 2017
                                                • Figure 10: 2017 BMW i3, online advertisement, December 2016
                                              • Chevy’s green car of the year
                                                • Figure 11: Chevrolet Bolt, online advertisement, October 2017
                                              • Toyota’s Prius line-up brings a lot to the table
                                                • Figure 12: Toyota Prius, online advertisement, April 2017
                                                • Figure 13: Toyota Prius, online advertisement, February 2017
                                              • Highlighting new features for Tesla’s Model S and Model X
                                                • Figure 14: Tesla Motors, acquisition e-mail, August 2017
                                            • What’s Working?

                                              • Consideration for hybrid and electric vehicles has grown
                                                • Government incentives make it easier for consumers to buy EVs
                                                • What’s Struggling?

                                                  • Associations of hybrid and electric cars point to high cost
                                                    • Infrastructure still lacking for EVs
                                                    • What’s Next?

                                                      • Electric cars are the way of the future
                                                        • A number of brands pledging to go all electric and hybrid
                                                        • The Consumer – What You Need to Know

                                                          • Ownership of hybrid and EVs minimal
                                                            • Most would consider a hybrid or electric vehicle
                                                              • Saving on fuel is key purchase driver
                                                                • Regular vehicles seen as reliable, hybrids fuel efficient and EVs eco-friendly
                                                                  • Most are familiar with the Toyota Prius
                                                                  • Hybrid and Electric Vehicle Ownership and Consideration

                                                                    • Ownership of hybrid and electric vehicles is minimal
                                                                      • Figure 15: Hybrid and electric vehicle ownership, December 2017
                                                                    • Younger cohorts more likely to own hybrid/EV vehicles
                                                                      • Figure 16: Hybrid and electric vehicle ownership, 18-44s vs over-45s, December 2017
                                                                    • Most Canadians are looking to buy a car in the near future
                                                                      • Figure 17: Vehicle purchase plans, December 2017
                                                                    • Most would consider a hybrid or electric vehicle
                                                                      • Figure 18: Hybrid and electric vehicle purchase consideration, December 2017
                                                                  • Purchase Drivers

                                                                    • Saving on fuel is a critical purchase driver
                                                                      • Figure 19: Purchase drivers, December 2017
                                                                    • Generational differences in purchase motivators
                                                                      • Figure 20: Purchase drivers (select), 18-44s vs over-45s, December 2017
                                                                  • Attributes Associated with Vehicle Type

                                                                    • Hybrids own association with fuel efficiency
                                                                        • Figure 21: Attributes associated with hybrid, electric and regular vehicles, December 2017
                                                                      • Men more likely to associate most attributes with hybrids and EVs
                                                                        • Figure 22: Attributes associated with hybrid and electric vehicles (select), by gender, December 2017
                                                                      • Generational differences with associations
                                                                        • Figure 23: Attributes associated with hybrid and electric vehicles (select), 18-44s vs over-45s, December 2017
                                                                    • Familiarity with Hybrid and Electric Vehicles

                                                                      • Most are familiar with the Toyota Prius
                                                                        • Figure 24: Electric and hybrid car model familiarity, December 2017
                                                                      • Men more familiar with hybrid and electric vehicles
                                                                        • Figure 25: Electric and hybrid car model familiarity, men vs women, December 2017
                                                                        • Figure 26: New Nissan LEAF Simply Amazing, September 2017
                                                                      • Generational disparities with vehicle familiarity
                                                                        • Chinese Canadians more familiar with certain models
                                                                          • Figure 27: Electric and hybrid car model familiarity, Chinese Canadians vs overall, December 2017
                                                                      • Attitudes towards Hybrid/Electric Vehicles

                                                                        • Key attitudes suggest the future is bright for EVs
                                                                          • Figure 28: Understanding hybrid and electric vehicles (any agree), December 2017
                                                                        • Fuel economy is paramount to consumers
                                                                          • Figure 29: Monetary-related attitudes towards hybrid and electric vehicles (any agree), December 2017
                                                                        • Critical attitudes towards hybrid and electric cars is apparent
                                                                          • Figure 30: Negative-attitudes towards hybrid and electric vehicles (any agree), December 2017
                                                                      • Appendix – Data Sources and Abbreviations

                                                                        • Data sources
                                                                          • Consumer survey data
                                                                            • Consumer qualitative research
                                                                              • Abbreviations and terms
                                                                                • Abbreviations

                                                                                Hybrid and Electric Vehicles - Canada - March 2018

                                                                                US $4,395.00 (Excl.Tax)