In the evolving landscape of Canadian transportation, the majority of Canadian households own at least one car, predominantly favouring gas-powered vehicles. Despite the gaining popularity of micromobility and ridesharing options, vehicle purchase intent remains high, influenced by age, gender and financial factors. However, despite governmental mandates, the promotion of electric vehicle (EV) adoption uncovers a gap in consumer readiness. Brands can bridge this gap by offering incentives, enhancing information campaigns and advancing EV technology and infrastructure. Addressing cost concerns related to EVs and hybrids is crucial to encourage wider consumer exploration of these options.
Notably, consumer skepticism towards self-driving cars, coupled with concerns about EV technology, costs and infrastructure, highlights the need for brands to focus on education, technological advancements and selective targeting. Addressing data privacy, repair costs and safety through robust data protection, affordable maintenance and convenience is essential.
Furthermore, consumers prioritize affordability, safety and sustainability in their vehicle purchasing decisions and successful brands will be those that tap into these considerations while addressing the specific concerns and preferences of different consumer segments.
This report looks at the following areas:
- Household vehicle ownership
- Future car purchase intent (timing and type)
- Interest in auto innovations
- Attitudes toward and concerns around vehicle ownership
- Attitudes toward micromobility
- Attitudes about electric vehicles
- Attitudes around ride sharing
- Interest in self-driving technology
While self-driving cars and electric vehicles may be hot topics, they are far from consumers' top of mind. Affordability and safety reign supreme and gas-guzzlers aren't going anywhere…yet.
Candace Baldassarre, Research Analyst
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Executive summary
- What you need to know
- Consumer trends: key takeaways
- Market predictions
- Opportunities
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Consumer Insights
- Consumer fast facts
- Household vehicle ownership
- Concerns around the environment don't trump the primacy of cars
- Graph 1: household vehicle ownership, 2024
- The majority of households own one car
- Gas guzzlers aren't going anywhere…yet
- Graph 2: household vehicle ownership (select), 2024
- Guilt-free for your car: Shell's premium gasoline
- Income's impact on ownership is obvious
- Graph 3: household vehicle ownership (select), by household financial situation, 2024
- Age and gender intimately impact ownership
- Graph 4: household vehicle ownership (select), by gender, 2024
- Not all regions are adopting hybrids and EVs equally
- Graph 5: household vehicle ownership (select), by region, 2024
- French and English-speaking Quebecers' ownership differences are marked
- Graph 6: household vehicle ownership (select), English-speaking vs French-speaking Quebecers, 2024
- Newer to Canada but enthusiastic about hybrids
- Graph 7: household vehicle ownership (select), overall vs consumers living in Canada for less than five years, 2024
- Chinese consumers need no convincing to cycle
- South Asian consumers stand out
- Graph 8: household vehicle ownership (select), overall vs South Asian, 2024
- Students are seeking out micromobility solutions
- Graph 9: household vehicle ownership (select), overall vs 18-34-year-old students vs 18-34-year-old non-students, 2024
- Changes in driving
- Less (or more), but mostly driving the same
- The paradox of age
- Graph 10: changes in driving since a year ago, by age, 2023
- Graph 11: "I don't drive", by age, 2024
- Younger men are decidedly driving more
- EV and hybrid owners are driving more
- Graph 12: changes in driving since a year ago, by type of car owned, 2023
- EV and hybrid owners are driving more
- Driving is expensive
- Graph 13: "I am driving less than a year ago", by household financial situation, 2024
- Multicultural consumers are keen to hit the road
- Graph 14: "I am driving more than a year ago", by race, 2024
- The urban/rural divide is clear
- Graph 15: changes in driving since a year ago, by area lived, 2024
- Vehicle purchase intent
- More than half of consumers plan on purchasing a car in the next three years
- Men's penchant for purchasing is obvious
- Graph 16: planned date of next car purchase, by gender, 2024
- Planned EV purchases still trail behind that of gas-powered and hybrids
- Graph 17: type of car planning to purchase, 2024
- Younger men are in the market for electric
- Graph 18: planned next car purchase is EV, by age and gender, 2024
- People stick to what they know
- Graph 19: type of car planning to purchase, by type of car owned, 2024
- Newer Canadians are keen to purchase
- Graph 20: planned date of next car purchase, overall vs consumers living in Canada for less than five years, 2024
- Multicultural consumers are motivated to buy electric
- Graph 21: planned next car purchase is an EV, by race, 2024
- Not all regions' plans look the same
- Graph 22: type of car planning to purchase (select), by region, 2024
- Urban and rural residents' intended purchases look different than their rural counterparts
- Graph 23: type of car planning to purchase (select), by area lived, 2024
- Interest in auto innovations
- Affordability and safety reign supreme
- Graph 24: automotive innovations that are most important (any rank), 2024
- Affordability and safety reign supreme
- Gendered interests in auto innovations prevail
- Graph 25: innovations that…, by gender, 2024
- Interest in comfort holds steady across ages
- Graph 26: innovations that…, by age, 2024
- Genesis prioritizes luxurious comfort
- Youngest Canadians aren't as fussed about sustainability innovations
- Graph 27: making a vehicle more sustainable is one of the most important automotive innovations, by age, 2024
- Satisfying multicultural consumers' need for comfort (and speed)
- Graph 28: innovations that…, overall vs Black vs South Asian consumers, 2024
- Owners of different types of cars prioritize auto innovations just as differently
- Graph 29: innovations that…, by type of car owned, 2024
- Slow and steady wins the race in Canada's Atlantic provinces
- Attitudes toward electric vehicles
- Canadians are wary of EV technology…
- …the costs associated with it…
- …and the infrastructure required to support it
- Perceptions around EVs have a long way to go…
- …but concerns (and misconceptions) mainly originate from non-EV owners
- Graph 30: attitudes toward EVs (% agree), by type of car owned, 2024
- Combatting EV owners' concerns about wear and tear on tires
- Graph 31: EVs cause more wear and tear on tires (% agree), by type of car in household, 2024
- Awareness of mandates, rebates and tax credits is patchy
- Giving women the confidence to go electric
- Graph 32: attitudes toward EVs (% agree), by gender, 2024
- Different concerns around EVs plague younger vs older Canadians
- Graph 33: attitudes toward EVs (% agree), by age, 2024
- Income's impact on EV attitudes is undeniable
- Graph 34: attitudes toward EVs (% agree), by household income, 2024
- Newer Canadians' concerns are notably different
- Graph 35: attitudes toward EVs (% agree), overall vs consumers living in Canada for less than five years, 2024
- In-person workers are in need of EV charging locations
- No question about it, Quebec is sold on electric vehicles…
- Graph 36: attitudes toward EVs (% agree), by region, 2024
- …but not all regions are feeling the enthusiasm
- Graph 37: attitudes toward EVS (% agree), by region, 2024
- Uneven awareness of mandates, rebates, and a lack of charging space
- Graph 38: attitudes toward EVs (% agree), by type of car in household, 2024
- Brand loyalty
- Overall auto brand loyalty holds strong
- Multicultural consumers' brand loyalty is built to last
- British Columbia's (lessened) brand loyalty leaves room for opportunity
- Graph 39: "I am typically loyal to the same auto brand" (% agree), by region, 2024
- Economic constraints diminish choice
- Graph 40: "I am typically loyal to the same auto brand" (% agree), by household financial situation, 2024
- Attitudes toward self-driving cars
- Perceptions toward self-driving vehicles are generally low…
- Graph 41: attitudes toward self-driving cars (% agree), 2024
- …but younger and middle aged men are decidedly excited
- Graph 42: attitudes toward self-driving cars (% agree), by age and gender, 2024
- …but younger and middle aged men are decidedly excited
- Newer Canadians are noticeably more interested
- Graph 43: attitudes toward self-driving cars (% agree), overall vs consumers living in Canada for less than five years, 2024
- Affluent households eagerly anticipate road trips with self-driving tech
- Graph 44: road trips will be more enjoyable with self-driving technology (% agree), by household income, 2024
- Ontario sees the future in self-driving cars…
- Graph 45: self-driving cars are the future of automobiles (% agree), by region, 2024
- …while the East and West coast aren't quite as sold
- Graph 46: "I would trust riding in a self-driving car as soon as they are available" (% agree), by region, 2024
- Driver-less rideshares do not appeal to French-speaking Quebecers
- Graph 47: "I would be open to taking a rideshare trip in a driver-less vehicle" (% agree), English-speaking vs French-speaking Quebecers, 2024
- Concerns around newer cars
- Addressing consumers' concerns around data collection…
- …means focusing on alleviating men's worries first
- Graph 48: "I am concerned about the amount of my data the car in my household collects" (% agree), by age and gender, 2024
- Canadians' apprehension around repair costs is clear
- Newer Canadians fear their cars' data collection capabilities
- Graph 49: attitudes toward cars, overall vs consumers living in Canada for less than five years, 2024
- Two thirds of South Asian consumers are concerned about the amount data their car collects
- Attitudes toward vehicle ownership
- Vehicle ownership is a mixed bag
- Younger consumers are less sold on vehicle ownership…
- Graph 50: attitudes toward vehicle ownership (% agree), by age, 2024
- …but they like the status symbol of having a car
- Graph 51: the car in my household feels like a status symbol (% agree), by age, 2024
- Students are seriously interested in vehicle membership programs
- Newer Canadians want to have a vehicle, but not to OWN a vehicle
- Graph 52: attitudes toward vehicle ownership (% agree), overall vs consumers living in Canada for less than five years, 2024
- Urban consumers have stronger opinions around vehicle ownership
- Graph 53: attitudes toward vehicle ownership (% agree), by area lived, 2024
- Work-from-home means lessened need for transportation
- Graph 54: attitudes toward vehicle ownership (% agree), by workplace location, 2024
- Attitudes toward ride sharing
- Attitudes around ride sharing are split
- Taxis are a thing of the past for younger Canadians
- Graph 55: "I would rather use a ride sharing app (eg Uber, Lyft) than take a taxi" (% agree), by age, 2024
- Lack of drivers makes ride sharing undesirable in rural areas
- Graph 56: attitudes toward ride sharing (% agree), by area lived, 2024
- Catering to newer Canadians' preference for ride sharing
- Graph 57: attitudes toward ride sharing, overall vs consumers living in Canada for less than five years, 2024
- Multicultural consumers drive the desire for ride sharing apps
- Graph 58: "I would rather use a ride sharing app than take a taxi" (% agree), by race, 204
- British Columbia and Quebec still like their taxis
- Graph 59: "I would rather use a ride sharing app than take a taxi" (% agree), by region, 2024
- Incentivizing ride share drivers in the Atlantic provinces
- Attitudes toward micromobility
- Consumers are excited to get around without cars
- Appealing to younger consumers with two-wheeled infrastructure
- Graph 60: attitudes toward micromobility (% agree), by age, 2024
- Bike Share Toronto's system improvements are a score for Torontonians
- Newer Canadians are eager for micromobility options
- Graph 61: attitudes toward micromobility (% agree), overall vs consumers living in Canada for less than five years, 2024
- East coast Canadians want more bike lanes
- Graph 62: building more bike lanes makes sense in urban centres (% agree), by region, 2024
- Canadians need convincing around e-bikes
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Competitive strategies
- Launch activity and innovation
- Ford gives away Tesla charging converters
- Metro's partnership with Flo will get power flowing to cars across Ontario and Quebec
- Bosch's RideCare Companion makes rideshares a safer experience
- Genesis makes the maintenance experience a luxury
- Hyundai appeals to younger consumers with customizable lighting
- Samsung SmartThings connects car and home
- B2U Storage Solutions recognizes that EV batteries have a shelf life
- Marketing and advertising
- Tesla debunks concerns about EVs' lacklustre performance
- Mitsubishi assuages fears around alternatives to gas-powered
- Ford partners with actress Sydney Sweeney
- There's an electrified Toyota for every lifestyle
- Nissan appeals to South Asian consumers with its Cricket Canada sponsorship
- Polestar makes electric exciting
- AutoTrader shows real-world situations
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The Market
- Market drivers
- Canada's economy: reprieve on the way?
- Rising prices still raise consumers' blood pressure
- Graph 63: top concerns over next six months (any rank), 2024
- The rollercoaster of gas prices plagues Canadians
- Graph 64: average retail prices for regular gasoline, 2021-24
- Paying attention to Canada's diversity is essential
- Graph 65: distribution of foreign-born population, by region of birth, 1871 to 2036
- India is the leading source country for newer Canadians…
- Graph 66: source countries of permanent residents admitted to Canada, 2022
- …and newer Canadians are a younger group
- Graph 67: age of recent immigrants, 2021
- EV rebates: unequal opportunities across the country
- Not all cities' EV charging stacks up the same
- Data collection in vehicles is an unignorable issue
- Too many brands to count
- Driver-less rideshares do not have broad appeal…yet
- Patchwork legislation around micromobility
- Car theft in Canada is an unignorable issue
- A giant slump in sales
- It's been a tumultous time at Tesla
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Appendix
- Consumer research methodology
- Generations
- Household financial situation
- Abbreviations and terms
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