Electric vehicles (EVs) currently represent a small slice of the Canadian automotive market, however, it’s important for dealers to understand how consumers look at these vehicles and there’s no better way to do so than an examination of what informs a consumer’s decision-making process.
In March 2022 we conducted a national consumer research survey of more than 1,100 car shoppers on the AutoTrader.ca Marketplace. While some minor shifts in consumer outlook were observed when measured against EV research conducted a year ago, the results are comparable, with awareness and intent remaining strong. Dealerships with EVs in their new or used lineup have a tangible opportunity to shift customers from internal combustion powered vehicles to electric drivetrains.
The study found that while 93% of respondents don’t currently own an EV, 68% of them would consider buying one, up from 64% in last year’s study. About one-third (31%) of intenders clearly know the difference between the various types of electrified vehicles – battery-electric (BEV), hybrid (HEV), plug-in hybrid (PHEV), and fuel-cell vehicles (FCEV). Of those considering electrification, 56% would consider battery-electric, up from 46% in the 2021 survey, and the highest among all electrified vehicle types.