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SUVs, Crossovers and Pickup trucks - Canada - March 2019

Covered in this report

This report focuses on SUVs, crossovers and pickup trucks in the Canadian market. For the purposes of this report, Mintel has used the following definitions:

SUVs: defined as sport utility vehicles. SUV can be a catchall term used to refer to all SUVs, but for the purposes of this Report, it will be used for light truck vehicles using a body-on-frame automotive construction method.

CUVs: crossovers. SUV-styled vehicles that use a unibody automotive construction method.

"The category is well positioned given that Canadians are most likely to consider an SUV for their next vehicle purchase. Parents in particular are more likely to contemplate an SUV, which are commonly associated with family vehicles. Additionally, crossovers trail SUVs and sedans as the type of automobile that consumers would consider."
- Andrew Zmijak, Research Analyst

This report will cover the following areas:

  • Vehicle type consideration
  • Brand interest for SUV or crossover
  • Brand interest for pickup truck
  • Reasons for not considering an SUV/crossover/pickup truck
  • Interest in features
  • Attitudes towards vehicle size

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Disinterest emerges from the size of vehicles in the category
            • Figure 1: Reasons for not considering an SUV, crossover or pickup truck, January 2019
          • To many, vehicles on the road today are too big
            • Figure 2: Vehicle size-related attitudes towards vehicles, January 2019
          • Some brands lack appeal
            • Figure 3: Brand interest for SUV or crossover, January 2019
          • The opportunities
            • Most are considering a vehicle in the category
              • Figure 4: Vehicle type consideration, January 2019
            • Traction and control are critical
              • Figure 5: Interest in features, January 2019
            • Rear-view cameras are vital for larger vehicles
              • Figure 6: Safety-related attitudes towards larger vehicles, January 2019
            • What it means
            • The Market – What You Need to Know

              • Rising interest rates can affect new car sales
                • Growth of younger Canadians to benefit the category
                  • Gas prices can affect decisions on vehicle type
                    • Ontario ends electric and hybrid vehicle rebates
                    • Market Factors

                      • Higher interest rates may discourage some from buying a new vehicle
                        • Growth of younger cohorts to benefit the category
                          • Gasoline prices can affect consideration of vehicle type
                            • Figure 7: Average retail prices for regular gasoline in Canada, by week, 2016-19 (February)
                          • Ontario’s removal of electric and hybrid vehicle rebates
                          • Key Players – What You Need to Know

                            • Utilizing ‘Black Friday’ promotions
                              • New year sales and inventory clear-out
                                • Crossovers for those seeking adventure
                                  • Downsized engines
                                    • GM to shut down Oshawa assembly plant
                                      • The category expands its offerings
                                      • Marketing and Advertising

                                        • Leveraging ‘Black Friday’ promotions
                                          • Figure 8: South Oakville Chrysler, acquisition mailing, November 2018
                                          • Figure 9: Vickar Nissan, acquisition mailing, December 2018
                                          • Figure 10: Cranbrook Dodge, acquisition mailing, November 2018
                                        • New year sales and inventory clear-out
                                          • Figure 11: Pickering Volkswagen, acquisition email, January 2019
                                          • Figure 12: Pickering Volkswagen, acquisition email, January 2019
                                          • Figure 13: Ford Motor Company of Canada, acquisition email, December 2018
                                        • Crossovers for those adventure seekers
                                          • Figure 14: 2019 Acura MDX, informational email, November 2018
                                          • Figure 15: 2019 Honda Passport, acquisition email, January 2019
                                        • Unique incentives to trade in vehicle
                                          • Figure 16: Richmond Hill Chrysler Dodge Jeep Ram, cross-sell mailing (retention), January 2019
                                      • What’s Working?

                                        • Downsized engines
                                          • The popularity of SUVs and crossovers is clear
                                          • What’s Struggling?

                                            • General Motors to shut down Oshawa assembly plant
                                            • What’s Next?

                                              • The category sprouts with more offerings
                                                • A number of electric and plug-in hybrids planned for crossover segment
                                                • The Consumer – What You Need to Know

                                                  • Many are considering an SUV, crossover or pickup truck
                                                    • Vehicle size is an issue for some consumers
                                                      • Many would consider Toyota for SUV or crossover, Ford for pickup truck
                                                        • All-wheel drive/four-wheel drive resonates with consumers
                                                          • For most, their vehicle needs to match their lifestyle
                                                          • Vehicle Type Consideration

                                                            • Many are considering an SUV, crossover or pickup truck
                                                              • Figure 17: Vehicle type consideration, January 2019
                                                            • Women gravitate towards SUVs, men to sedans, pickups, sports cars
                                                              • Figure 18: Vehicle type consideration, by gender, January 2019
                                                            • Prairie Province consumers like their SUVs, crossovers and pickups
                                                              • Parents more likely to consider larger vehicles
                                                                • Figure 19: The Honda Pilot – “The Smartest Choice in SUVs”, July 2018
                                                                • Figure 20: Vehicle type consideration, by presence of children under 18 in household, January 2019
                                                                • Figure 21: Select attitudes towards vehicle size, by presence of children under 18 in household, January 2019
                                                              • …but for many, size can be a deterrent
                                                                • Figure 22: Reasons for not considering an SUV, crossover or pickup truck, January 2019
                                                                • Figure 23: Reasons for disinterest, 18-44s vs over-45s, January 2019
                                                            • Brand Interest

                                                              • Many would consider Toyota for an SUV or crossover
                                                                • Figure 24: Brand interest in SUV or crossover, January 2019
                                                                • Figure 25: Winter X Games Weather, Jeep, January 2019
                                                                • Figure 26: Brand interest in SUV or crossover (select), 18-44s vs over-45s, January 2019
                                                              • Most think about Ford for a pickup truck
                                                                • Figure 27: Brand interest for pickup truck, January 2019
                                                            • Interest in Features

                                                              • All-wheel drive/four-wheel drive is paramount to consumers
                                                                • Figure 28: Introducing the 2019 Ford F-150 Raptor, F-150, Ford Canada, June 2018
                                                                • Figure 29: Answer The Call With Best-In-Class Towing, 2018 F-150, Ford Canada, March 2018
                                                                • Figure 30: Interest in features, January 2019
                                                              • Moderate cargo space fits the bill
                                                                • Figure 31: Interest in cargo space, January 2019
                                                              • Men prefer moderate towing capacity
                                                                • Figure 32: Interest in towing capacity, January 2019
                                                            • Attitudes towards Vehicle Size

                                                              • For most, their vehicle needs to suit their lifestyle
                                                                • Figure 33: The New Volvo XC60 – Moments, June 2017
                                                                • Figure 34: Lifestyle-related attitudes towards vehicles, January 2019
                                                              • Rear-view cameras are vital for larger vehicles
                                                                • Figure 35: Safety-related attitudes towards larger vehicles, January 2019
                                                              • Most would rather have better fuel efficiency than more cargo space
                                                                  • Figure 36: Fuel consumption and vehicle size-related attitudes towards vehicles, January 2019
                                                              • Appendix – Data Sources and Abbreviations

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

                                                                        SUVs, Crossovers and Pickup trucks - Canada - March 2019

                                                                        US $4,395.00 (Excl.Tax)