2020
8
Canada Automotive Innovation Market Report 2020
2020-12-02T03:01:43+00:00
OX988020
3695
128187
[{"name":"Automotive","url":"https:\/\/store.mintel.com\/industries\/transport\/automotive"}]
Report
en_GB
“There has been a burst in automotive innovations hitting the market in the past several years, straddling areas such as safety, convenience, performance and connectivity in addition to autonomous and…

Canada Automotive Innovation Market Report 2020

£ 3,695 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the Canada Automotive Innovation market, including the behaviors, preferences and habits of the consumer.

The Canadian Automotive industry experienced a huge surge of technological advancements over the past few years, with innovations that improve the safety, performance, comfort, connectivity and convenience of vehicles. However, the pandemic has caused many brands to cut back on research and development programs, and has potentially weakened the demand for top-shelf innovations.

Safety is of vital importance to Canadian consumers, with 71% displaying interest in autonomous safety features. Blind spot assistance and automatic emergency brakes are among the top features looking for in a vehicle by consumers. However, the economic uncertainties coming out of the COVID-19 pandemic has potentially limited the spending power of consumers looking for these features.

While half of consumers say they would be willing to pay more for the latest safety technology, many believe that this new tech is distracting to drivers and too expensive to repair should an accident occur. These are areas that companies will need to address in order to attract more consumers to these newer features.

Read on to discover more details or take a look at all of our Canada Automotive market research.

Quickly understand

  • Safety innovations are key to Canadians.
  • Good news for auto jobs in Canada.
  • A quarter of consumers plan on purchasing a vehicle in the next year despite COVID-19.
  • Interest in hybrid/electric vehicles is stagnant.
  • The challenge of safely multitasking and using social media while driving.
  • New tech features can be distracting and costly to repair.

Covered in this report

Brands: Rivian, Volkswagen, BMW, Tesla, Mercedes-Benz, Hyundai, GMC.

Expert analysis from a specialist in the field

Written by Andrew Zmijak, a leading analyst in the Technology and Media sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

There has been a burst in automotive innovations hitting the market in the past several years, straddling areas such as safety, convenience, performance and connectivity in addition to autonomous and electric advancements. Consumer interest is strong for auto technologies that revolve around autonomous safety and many are willing to pay more for the latest safety tech. However, most believe that newer technology distracts drivers from keeping their eyes on the road, signalling manufacturers to revise implementation of such features in their line-up
Andrew Zmijak
Research Analyst, Consumer Behaviour

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on automotive innovations
    • Summary
      • Figure 1: Short, medium and longer-term impact of COVID-19 on automotive innovations, October 2020
    • Opportunities
    • Safety innovations are key to Canadians
    • Good news for auto jobs in Canada
    • A quarter of consumers plan on purchasing a vehicle in the next year despite COVID-19
    • Challenges
    • Interest in hybrid/electric vehicles is stagnant
    • The challenge of safely multitasking and using social media while driving
    • New tech features can be distracting and costly to repair
  3. The Market – Key Takeaways

    • The good and the bad for auto jobs
    • The road to safety regulation for autonomous vehicles is long and unclear
    • Investment in electric vehicle infrastructure across Canada
    • Gasoline prices can affect consideration of vehicle type
    • Smartphone integration is essential
  4. Market Factors

    • The good and the bad for auto jobs
    • New vehicle sales rebound after rough spring
      • Figure 2: New motor vehicle sales in Canada, by month, 2019 vs 2020 (until September)
    • The road to safety regulation for autonomous vehicles is long and unclear
    • Investment in electric vehicle infrastructure across Canada
    • Gasoline prices can affect consideration of vehicle type
      • Figure 3: Average retail prices for regular gasoline in Canada, by week, 2017-20 (October)
    • Impact of COVID-19 on automotive innovations
      • Figure 4: Short, medium and longer-term impact of COVID-19 on automotive innovations, October 2020
  5. Market Opportunities

    • Smartphone integration is essential
      • Figure 5: Attitudes towards in-car tech, June 2020
  6. Companies and Brands – Key Takeaways

    • Bridging the gap with electric pickup trucks
    • The move towards digital car keys
    • Voice assistants on the rise
    • The “Future of Mobility” according to Mercedes-Benz
  7. Competitive Strategies

    • Bridging the gap with electric pickup trucks
      • Figure 6: Tesla Instagram post, November 2019
      • Figure 7: Rivian Instagram post, October 2020
    • The move towards digital car keys
      • Figure 8: Prepare your Digital Key before first use – BMW How-To, June 2019
    • Voice assistants on the rise
    • The “Future of Mobility” according to Mercedes-Benz
      • Figure 9: Mercedes-Benz Instagram post, October 2020
    • The 2021 Mercedes S-Class sets a new benchmark for luxury sedans
  8. The Consumer – Key Takeaways

    • A quarter of consumers plan to purchase a vehicle in the upcoming year
    • SUVs still the most sought after type of vehicle
    • Safety features are paramount
    • Half are willing to pay more for the latest safety tech
    • For many new tech features can be distracting and pricey to repair
  9. Vehicle Purchase Plans

    • Despite COVID-19, a quarter of consumers plan on purchasing a vehicle in the next year
      • Figure 10: Vehicle purchase plan, June 2020
    • Younger men are driving purchase intention
      • Figure 11: Vehicle purchase plan: next year and don’t know, by age and gender, June 2020
      • Figure 12: Interest in automotive innovations (select), men 18-44 vs women 18-44, June 2020
    • Who is deciding to buy a vehicle?
      • Figure 13: Role in vehicle purchase decision, June 2020
      • Figure 14: Honda Canada, print ad, October 2020
  10. Types of Vehicles Considered

    • SUVs still reign supreme
      • Figure 15: Types of vehicles considered, June 2020
      • Figure 16: Considering an SUV, by age and gender, June 2020
    • Hybrids and electrics are appealing to younger drivers but so is a fun ride
      • Figure 17: Types of vehicles considered (select), 18-44s vs over-45s, June 2020
      • Figure 18: Mazda Instagram post, May 2019
  11. Interest in Automotive Innovations

    • Safety comes first
      • Figure 19: Interest in automotive innovations, June 2020
      • Figure 20: 2021 Nissan Rogue | Zero Gravity Seats for your Scuba Fam, October 2020
    • Women err on the side of safety…
      • Figure 21: Interest in automotive innovations, by gender, June 2020
    • …and so do older consumers
      • Figure 22: Interest in automotive innovations, 18-44s vs over-45s, June 2020
      • Figure 23: The New Volvo XC60 – Moments, June 2017
      • Figure 24: Attitudes towards in-car tech, 18-44s vs over-45s, June 2020
      • Figure 25: Kathryn Hahn | Chrysler Pacifica | For Every Parent | September 2020
    • South Asian Canadians are more interested in comfort and convenience
      • Figure 26: Interest in automotive innovations, South Asian Canadians* vs overall, June 2020
  12. Autonomous Automotive Technology

    • Blind spot assist is the most commonly used autonomous feature
      • Figure 27: Ownership and usage of autonomous tech features in current vehicles, June 2020
    • Men are more likely to have lane assistance features
      • Figure 28: Autonomous tech features in current vehicles, by gender, June 2020
      • Figure 29: Select attitudes towards automotive innovations (% agree), by gender, June 2020
    • Younger drivers more likely to have autonomous tech features
      • Figure 30: Usage of autonomous tech features in current vehicles, 18-44s vs over-45s, June 2020
      • Figure 31: 2021 Hyundai Elantra mobile ad, October 2020
    • Parents are keeping their families safe
      • Figure 32: Autonomous tech features in current vehicles, by parental status, June 2020
      • Figure 33: 2021 Volvo XC60 mobile ad, October 2020
      • Figure 34: 2021 Volvo XC60 mobile ad, October 2020
  13. Attitudes towards Auto Technologies/Innovations

    • Innovations that promote safety are salient
      • Figure 35: Safety-related attitudes towards automotive innovations, June 2020
      • Figure 36: Select attitudes towards automotive innovations, June 2020
    • Tech features can be distracting and pricey to repair
      • Figure 37: Concern-related attitudes towards automotive innovations, June 2020
    • Men are more inclined to see the worth in branded audio systems
      • Figure 38: Select attitude towards in-car tech, by gender, June 2020
    • Half of consumers are willing to pay more for the latest safety tech
      • Figure 39: XC60 – The Parents, September 2020
      • Figure 40: Select attitudes towards automotive innovations, June 2020
  14. Appendix – Data Sources and Abbreviations

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

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

Below is a sample report, understand what you are buying.

Click to show report
2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch