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Canadian interest in electric vehicles (EVs) continues to decline for the second year in a row, with only 11% of new-vehicle shoppers expressing strong consideration for an EV purchase. This is significantly lower than the 24% of U.S. shoppers considering EVs. The main factors deterring Canadian consumers are concerns over driving range, high purchase costs, and limited charging infrastructure, as revealed by the J.D. Power 2024 Canada Electric Vehicle Consideration (EVC) Study.
Key Highlights
- Decreased Interest: Only 11% of Canadian new-vehicle shoppers are “very likely” to consider an EV, a 3% decrease from 2023.
- Comparison with U.S.: U.S. shoppers are more than twice as likely to consider an EV, with 24% expressing strong interest.
- Main Deterrents: Key barriers include limited driving range per charge (68%), high purchase prices (61%), and lack of charging stations (60%).
- Experience Gap: 52% of Canadian consumers have never experienced an EV, limiting their consideration.
- Regional Differences: Quebec and British Columbia have the highest rates of EV consideration, with 40% and 33% of shoppers interested, respectively.
Detailed Insights
The 2024 Canada Electric Vehicle Consideration (EVC) Study highlights a significant decline in EV interest among Canadian consumers for the second consecutive year. Currently, 72% of vehicle shoppers in Canada are either “very unlikely” or “somewhat unlikely” to consider an EV for their next purchase. This marks an increase from 67% in 2023 and 53% in 2022. In stark contrast, 58% of U.S. consumers are either “very likely” or “somewhat likely” to consider an EV.
Barriers to EV Adoption
Among the top reasons Canadian shoppers are hesitant about EVs are:
- Range Anxiety: 68% of shoppers are concerned about the limited driving distance per charge.
- High Purchase Price: 61% of shoppers find EVs too expensive compared to gas-powered vehicles.
- Charging Infrastructure: 60% of shoppers are deterred by the lack of available charging stations.
See also: J.D. Power – Canadians Aren’t Buying the EV Hype
Despite increased awareness and efforts by manufacturers to promote EV test drives, a substantial 52% of Canadian consumers have never been in an EV. However, among those who have experienced an EV through renting, borrowing, or test-driving, 36% are “somewhat likely” or “very likely” to consider purchasing one.
Provincial Incentives Impact
Provinces offering incentives for EV purchases show higher consideration rates. In Quebec, 40% of shoppers indicate an interest in EV ownership, followed by 33% in British Columbia.
The Canada Electric Vehicle Consideration (EVC) Study is an annual benchmark that measures overall EV consideration by geography, demographics, vehicle experience, and other factors. This year’s study included responses from 2,976 consumers and was conducted in March-April 2024.
For more information about the study, visit J.D. Power Canada Electric Vehicle Consideration (EVC) Study.
About J.D. Power
J.D. Power is a global leader in consumer insights, advisory services, and data and analytics. The company has been providing industry intelligence on customer interactions with brands and products for over 55 years. J.D. Power’s expertise is trusted by the world’s leading businesses to shape their customer-facing strategies. The company operates offices in North America, Europe, and Asia Pacific. To learn more, visit JDPower.com/business.
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