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Most Canadian Car Shoppers Don’t Want An EV, J.D. Power Says

Over 50 percent of Canadian car shoppers say they are not likely to consider an EV for their next vehicle purchase.

Market research firm J.D. Power recently published the findings from its inaugural Canada Electric Vehicle Consideration (EVC) Study, which polled 3,701 consumers on their feelings toward EVs. Of these study participants, 53 percent said they were either “very unlikely” or “somewhat unlikely” to consider an EV for their next vehicle purchase. This stands in stark contrast to the United States, where 59 percent of consumers say they are either “very likely” or “somewhat likely” to consider an EV for their next purchase.

There’s a multitude of reasons why Canadian car shoppers are less likely to consider an EV than Americans. Limited driving distance per charge is cited by 65 percent of Canadians who say they are “somewhat unlikely” or “very unlikely” to consider an EV, compared with 44 percent of consumers in America with a similar consideration level. This is influenced in part by Canada’s large geographic area and cold climate, with 44 percent citing range performance in extreme temperatures as a barrier to EV consideration. Some Canadian provinces also lack EV purchase incentives, including Ontario, although federal purchase incentives are available.

J.D. Ney, director of automotive practice at J.D. Power Canada, said automakers can combat this hesitance toward EVs by ensuring Canadian consumers are educated on these vehicles and have the opportunity to test drive them.

“There are several unique systemic challenges in Canada upon which manufacturers and policymakers need to collaborate to effectively navigate the transition,” Ney said. “The good news is that EV consideration increases dramatically across a number of metrics once consumers are either better informed on the capabilities of the newest EVs or, better yet, have personal experience with them.”

In this study, the likelihood of EV consideration was just 15 percent among Canadian motorists who had no experience with EVs, but that number jumped to 22 percent among those who had been passengers in an EV and to 42 percent among those who had driven one. Roughly 49 percent of those who own an EV will consider another EV for their next vehicle purchase, as well.

A recent EV-focused study fielded by J.D. Power in the United States showed similar findings. This study indicated that just 11 percent of motorists who had no personal experience at all with EVs said they were “very likely” to consider an EV. That percentage more than doubled to 24 percent among consumers who had simply been a passenger in an EV and rose even further to 34 percent among those who had driven an EV.

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Sam McEachern: Sam loves to write and has a passion for auto racing, karting and performance driving of all types.

View Comments (88)

  • I wonder where this poll was conducted. I live in Montreal and I see tons and tons of EV's on the road.

    • Tomasso:

      What do you pay for electricity at home? Something like C$0.04 per kwh? I assume you and your neighbors all have:

      Electric Heat
      Electric Hot water heating
      Electric Cooktop and Oven
      Electric Hot Tub.

      And of course, a 200, 300 or 400 ampere electrical service to your home. So - considering Petrol (gasoline) prices (which are getting almost as bad here in the States) - OF COURSE you drive electric.

      Only a Rich person could do this in places like NY City where the rates are over 3 times what I pay - which you would consider exhorbitant since I pay in Buffalo, NY USD$0.13/kwh. If my numbers are accurate for you - you pay less than 1/3rd to refuel your EV than I do. And what I pay isn't bad at all, which is about one-fifth of the cost of gasoline currently here.

      • The rate is closer to $0.09 CAD (when averaging the cheaper first block and subsequent rate).

      • i don't drive electric personally, I had a model 3 and I HATED it, I have a CT6 now, I'll get rid of it when the Lyriq comes in. But as the person below mentioned our rates average out to about 9 cents/kwh. But yes to all the rest of your questions, electric everything.

        • HI Tomasso:

          Yeah price matters.....7.2 cents $USD with the exchange rate.... Basically almost no fueling expense. Some WOKE areas here pay 30 cents/ kilowatt-hour, or more - so that is 4 times what you are paying... I understand that Ontario, next door is mutliples of what you pay.

          With our current infrastructure-destroying president and Congress, that is STILL cheaper than gasoline currently... $USD 8 per 128 ounce gallon (a bit less than 4 litres) for gasoline and 9 dollars for diesel in Los Angeles.. But the rest of us will probably see that soon enough.

    • Most provinces have significantly less subsidies for EV's than Quebec does. I live in northern rural are. The cold weather performance of batteries (it's cold a lot of the year here), and the poor charging infrastructure don't encourage EV adoption.
      Plus I've already been told that the low population density means the cost to bring adequate infrastructure isn't justified. (same reason I can't get fiber optics internet either because the cost won't be recouped by the few houses in my area.)
      EV's make total sense for those that only drive in the city. (or major highways) Rural is still not quite there for EV's.
      I'd like a good hybrid to replace my ICE vehicles when they're mile' d out. It's the best of both worlds that works for the rest of us.

      • Ontario does not subsidize EV's and nor should they... Why should my tax dollars go to someone else who gets to drive a vehicle that most could not afford in the first place without Government incentives... I find it offensive that a government has to use taxpayers' money to create incentives (along with taxing the crap out of gasoline) to push people to buy a certain type of vehicle to push a political objective.

        Let EV's sink or swim on their own merit.

      • You better calculate the cost of battery replacement when you calculate the cost of running a hybrid vehicle...
        Batteries start to deteriorate right from day one... Heads up... To replace the batteries in a Tesla, $13,000 to $20,000, depending on the model... EV or hybrid, no matter, batteries lose charge over timer...

    • Montreal is in Quebec where the provincial and federal credits result in a total of $10,000 USD off the price tag. Some provinces offer no incentives which means they are left with the <$4,000 USD Canadian federal credit. Add the Canadian winters that hurt battery range and take into consideration how far apart some major Canadian cities are and it's not surprising that so few EVs are sold there.

    • You are absolutely right. J.D. Power probably never polled here in Quebec. My dealer told me at least a year before I can get my Bolt. I called every dealer in Montreal and they all said the same thing. At least a year of wait minimum. I found a used 2020 Bolt in Shawinigan and called and it was sold a few hours before I called. Nissan,
      Huinday and Kia said same. You can get a Tesla but in maybe 6 months.

  • Not surprising. The poll that most Americans want to buy a EV is hard to believe. There is nothing wrong for GM to offer both ICE and EV’s to the consumer, but going 100 percent EV is just stupid. It will kill GM. Not to mention if our electrical grid ever gets attacked, we are dead in the water. A country this size has to have all options for energy.

    • It’s another lie by the government and mainstream media, I can’t name more than one person right now who wants an EV. Even with $5 gas most still want ICE’s where I live. I have to look long and hard to see an EV on the road. Only the rich trying to virtue signal their climate awareness for the rest of us are driving them. Please spare me!

      • " I can’t name more than one person right now who wants an EV." That's why no one uses anecdotal evidence to make an argument effectively. It all comes down to who you know.

        • In all fairness, the number of EV owners on the road is still quite low and it's not exactly like there's a mad dash for EVs on car websites like this one.

    • Right. As if the gas producing plants would not be attacked.
      Go get yourself solar panels.

  • And yet the highest per capita country for EVs is Norway. Not a tropical paradise. As for the grid going down, no electricity, no pumping gas so same issues

    • John, gasoline pumps can easily be powered by portable generators and gas stations frequently have provisions to do this. No different than hooking up a portable generator to a home.

    • Apparently John you don't know that Norway has such an abundance of excess Electrical generating capacity they sell it to the power-hungry U.K. via undersea Cable ? Norway is not anywhere near the size of the Continental U.S. nor Canada and has nowhere near the thousands and thousands of miles of Public Highways so your point is totally irrelevant ! But you EV fan-boys never learn to stop using Norway as a Comparo because that's what the EV Lobby is indoctrinating you with. There are two other ways to extract gasoline from underground storage tanks if the grid collapses or the Chi-Comms or Putin pops an EMP over our heads. Delivery to consumers won't be as fast but, unlike EV re-charging complete failure, the fuel will be available.

      • And Quebec sells how much electricity to the US? Oh and its nearly all hydro generated thus emissions free. Need more electricity in Canada you can build more dams.

    • Average EV enthusiast. I work at a Truckstop...power shuts off, which is does frequently from the rickety grid, generator comes on. The trucks pumping fuel don't know the difference. Try that with 480V EV chargers.

      • With my normal driving I'm within range of home for even the crappiest EV range. So no more truck stops for me anyway. Not even during the ice storm did I lose power for a week that a single charge on a good ev give me.

    • John:

      Norway taxes ICE vehicles basically out of existence.... Therefore EVs are HALF the price there effectively than they otherwise would be....

      I do wonder what Europe is going to do next winter..... Places like Britain which is Stupidly going along with sanctioning Russia has BRILLIANTLY caused the forecast monthly Utility price for this upcoming October, 2022 (when its not even that cold yet) to 3000 quid per month.... Thats USD$3765. Per month. So what is it going to be in February, 2023? Geniuses... No one of average means can afford that for many months.

      • Bill Howland
        The Russian Military is being blasted out of existence by Ukraine. By February Ukraine will be in control of Russia’s oil & Natural Gas fields

        • That would be nice, but I would settle for Russia's defeat in Ukraine and Putin's exile to Siberia.

    • Norway produces 3x the oil per capita that Canada does, and uses all the revenue to subsidies EV's.
      If we are using Norway as the example, we need to drastically increase oil production to keep up the the norwegian standards.
      I've sure if the Canadian Government increased oil production to those levels, they could afford more subsidies. Also, Norway is the size of Manitoba. A country that small is a little easier consider EV's.
      Ask any Canadian how far away the next city is, their answer will be in hours, not KMS or Miles.
      That's because it's at least a 3h drive from one city center to the next.

  • Canadians are smart in some ways and not so smart in other ways. They experience longer, harsher Winters than most in the lower 48 and use their vehicle's heaters more than most in the U.S. do. Contrary to the Lies from the B.S. EV fan-boys on here, using direct-resistance electric heaters in EV's greatly reduce their Range ! Canadians are wise to recognize this but yet elected Trudeau. However, they are smart people to have outlawed Electronic Voting and Vote Counting Machines. Companies led by ding-a-ling kiss-ups to Biden professing they will go all-EV by such and such a date will go out of business and deserve to.

    • What does this have to do with Trudeau? I live in Montreal and rarely use the heater in my car in winter. A warm jacket, gloves and hat are all that is needed.

  • I have worked in service and sales for GM dealers off and on the past 40 years. My last stint was service and I always got a kick out of the Volt & Bolt customers coming into the inside service drive bundled up in hats, scarfs, gloves and a heavy coat. It's 10 degrees outside so they do not want to run the heater, [ which does not do much ] heated seat or steering wheel as it will affect the range and they may not have enough charge to get home. So they spend 35-40K and freeze. Sorry... That's stupid.
    I have family in Canada and they say they would never consider an EV for these same reasons. Might be good in Florida, California or Texas but not in the northern climes.

    • Bob in VT:

      What you say applies to the BOLT with its resistance heater (Using up battery twice as fast as pushing the car down the road), but not necessarily the VOLT.

      I like my 2019 VOLT - its EXTREMELY efficient most of the time in either electric or gas modes, but - like all GM products - the thing does dopey things and REFUSES to obey what the driver wants....

      In cases regarding heating, In the past with $2/gallon gas I would just run the engine, and NOT turn on the heater until the coolant temp got to 165 degrees fahrenheit. Why? Because totally BS engineers (thats BEYOND STUPIDITY) decided to turn on the electric heater EVEN THOUGH THE DRIVER SHUT IT OFF - and the only way to prevent wasting valuable battery capacity is to wait until the engine is good and hot and then use 100% jacket heat to warm the cabin and defrost the windows.

      If, next winter - my electricity is still only one-fifth the cost of gasoline, in this case I will use the resistance heater all the time. But the volt is amazing considering the amount of utility it gets out of each sip of gasoline - IF you outsmart the dopey things the control system tries to do.

      • Bill, Yes the Volt does have that option but we found the hard core tree huggers do not want to use the gas engine at all. They flash it like a badge of saving the world. That's fine and their choice. The other big problem here in Vt is Mud season and deep snow. Pretty much every Volt the bottom protective panels are all ripped up and destroyed. We had one come in that the battery pack was so damaged it needed to be replaced. The insurance company totaled the Volt as the cost to replace the pack was over $10k IF we could find one. Granted it was a 2015 with about 90K miles. The customer bought it back, took it home and said they'd do it themselves in the garage. For anyone out there who knows these EV's we figure this guy will probably end up frying himself. Replacing a battery pack is not a DIY project! In deep snow these very low EV's get high centered and stuck all the time. A lot of our customers park the Volt/Bolt in the winter and use their 4x4's because of these heat and clearance issues. Soooo... What's the saving here? Now they have 2 vehicles to care for, insure and maintain. That's a plus? Not for me !

  • I was considering an EV until I found out that they still have a 12 volt (battery ) system to run and or start the car! Well, that means you still have that maintenance to deal with. But for me, as my wife is handicapped and we do not drive a lot so always keep a battery tender on our Buick Regal Sport Back GS, or the battery will drain in a short period of time as I only take short trips around town. Also, I asked my dealer why my stop-start did not work, but they had no answer?. Well, I found out on my own that it was because the battery was too low. So after keeping it charged up it now works!
    P S, if your battery is in the trunk and you keep your battery charged from under the hood it takes many hrs to charge!
    My friend's 2021 Malibu battery died just after 12 days of not being used so until they make them truly EV I will wait!

    • I guess you're not serious with this ridiculous post.

      EVs have a 12v battery - that is always maintained to proper charge level by the high voltage battery BTW - to power the computer during the high voltage physical shutdown - for your own security.

      If you don't understand something, please refrain from posting absurd misinformation.

      • Actually it's sort of a valid point, if a minor one.
        It's pretty common for a Tesla to have issues with the 12v battery going dead after just a year or two. The Mach-E also had similar problems.
        You'd think it would be a pretty easy thing to make sure the 12v battery stays charged, but there you are.

        • To replace Tesla car batteries costs between $13,000 to $20,000 depending on the model of the vehicle.
          BTW, it was in the news that a Tesla owner expected tesla to cover the battery replacement BUT they would not... So he stripped out the dead batteries, filled the car with dynamite, and blew up the car... It's on youtube.

    • Barry Renaud:

      Yes, GM is lately having problems keeping their 12 volt batteries fully charged - a totally ridiculous situation..... But that is happening mainly with Silverados.... I suspect the Denso or Prestolite Alternators have leakey regulators causing alternator field drain (and keeping the alternator hot) when the car is off, but perhaps a current GM mechanic could tell you what the problem is.. The problem also is that a low battery causes the infotainment system to go nuts - when that is just BRAIN DEAD engineering.... It doesn't take much smarts to have the electronics maintain their wits under any momentary electrical conditions, such as cranking the engine.

      Seems like an easy problem to fix - whatever the cause..... I'm surprised GM corporate doesn't crack some heads together in their engineering dept and demand the trouble be fixed yesterday..

      GM's current EV products (BOLT EV and EUV) seem to anticipate trouble and recharge the 12 volt battery every day or so from the big traction battery..... My cars don't have any trouble yet - seeing as I can walk away from the cars days on end and still have the same expected mileage to empty that I had when I last drove the car.

      My 2014 ELR (currently 'sold' to a dealership in downpayment for an expected Fall '22 Lyriq) had a tired 12 volt battery - but it still worked after an unheard of 8 years.

  • Look this transition is not going to be over night and it will be slow to start. It also will be more regional at first too.

    With the cars people are buying today it is not hard to understand that most will make the change at some point.

    Used to be people wanted power and styling with strong image. Today they drive Cubes and Prius. Most of these folks just want to get where they are going and that is all. They want safe and more utility but don't care about image. Not many bragging I am a Sonata man.

    The real issue for the automakers is this. It will take as much or more money to keep ICE viable and it will be in cars most of us will reject. We are back to where they are out of tricks. We can only cut so many cylinders The only thing left is size of vehicles and to make them lighter which make crash testing more difficult and it also make materials more expensive.

    Automakers are not out to save the planet. They are all about saving themselves by finding a combination of a vehicle that people will want to buy and own. I suspect we are not up for the micro cars like Japan has embraced.

    I used to say it is too cold where I am and there are no Tesla cars here. Well now they are like cow #$% in a pasture here. These are not cheap or to be honest very stylish cars but yet people buy them. It will be interesting to see how they respond to better styling and better cars as they come. Look at the interior of the Tesla and then the Cadillac and it is worlds apart and about the same price.

    We are past the fail safe point here. Too many companies have spent too many billions to turn back the EV. The only thing that may happen is that ICE may be given more time due to the economy.

    Right now I know many hate EV. But if left to continue I am convinced the ICE models we would be left with will not be of the kind you would be satisfied with either. The auto stop, cylinder drop and other tricks are all expensive and a pain. Add that to a 2 cylinder turbo and a car the size of a Sonic and I think this is no bargain either.

    The globalist have won this battle and we are left to adapt or walk.

    Just wait till they get to the point they will want to force us into autonomous cars. Now is the time to fight that battle. Too many will be late to fight that battle as they think it a good idea now.

    • Just keep voting Republican! We have plenty of domestic energy that can be restarted as soon as the current idiots are voted out. GM better be ready because this will happen!

      • Old School
        “Domestic Energy that can be restarted”
        If you believe that one, I got a bridge to sell you in Brooklyn.

      • OLd School:

        I tried that in 2016 and got Trump as well as a Repub House and Senate.... Gas prices dropped alot - but of course Trump complained that the FED Reserve Bank wasn't counterfeiting money fast enough....

        A bit more industrial production - but ironically - most economic growth (70%) happened under Obama. Which Trump of course trumpeted that HE did it...

        What else did we get from Trump and Repub in Name Only REpublicans:

        No Big Beautiful Wall with a big door that was promised.
        An entire NEW branch of the Armed Forces (Space Force).
        Unconstitutional Lockdowns.
        Uncontrolled growth (even more so under Trump) of gov't spending.
        Tax decrease for big wigs, a few crumbs for the middle class, except my taxes went UP! (Ha, some conservative!)

        Trump's (Warp-Speed) - no testing, experimental - and in his words - BEAUTIFUL Vaccines...

        Im sure people 20-40 years old just love the 1700% increase (so far - but increasing as time goes on) in Heart Attacks. No relation to the above of course!

        I voted for Tulsy Gabbart... She's a typical Democrat, but not the USED CAR SALESMAN Trump IS/WAS.

        People follow him like Kool-Aid drinking Jim Jones. But they boo him when he constantly promotes his BEAUTIFUL VAXs... So why do they keep going to his ralleys?

        Seems to me Biden is just finishing the job that Trump Started.... Except they keep sending a HUGE amount of our Armaments to the Ukraine, which the Russians destroy one week's worth of supplies every one day. So we're going to be more defenseless than we were before.

    • Did you know that Canada produces under 1.5% of the world's total carbon output... Under 1.5% Canada is not the problem... Russia, China, Pakistan, N.Korea, etc are the problem. Yet Canadians are being carbon taxed to death by a wanna-be dictator who takes his marching orders from the W.E.F.

      • Dee Hart
        Canada has 0.375% of the world’s population. If everyone produced carbon like Canadians do, Worldwide canon emissions would increase by 400%.

  • Where we live in Thunder Bay Ontario, it’s 400 miles to Sault St Marie to the east and 400 miles to Winnipeg to the west. Only one highway. Very often this highway is closed because of an accident or winter weather conditions, and not for an hour or two. We are talking 18-20 hours or even a day or two. Now image having an ev, in a winter storm road closure and it’s - 40 or -45? How long will you be alive till you become a popsicle? No way. Not for me.

    • Actually, longer than any ICE.
      Even with a half full battery, you heated seats and steering will draw nothing significant. And by not rolling, the car consumption will be lower than 2 kW (counting the seats and steering). With a half battery (let's say 30 kWh), it's more than 15 hours.
      Your ICE would already be dead - just to power your heated seats.

      • Being generous, we'll say the gas motor burns 1/2 a gallon per hour. It's probably not that much though. Even if you only had 10 gallons in the tank, that will get you 20 hours. Then we can move on to things like my truck that has a 36 gallon tank, and I could fill the bed with gas cans. How long could I idle then?

    • We Canadians are not that stupid... One of the largest countries in the world with a small population... We have to travel distances, sometimes, great distances. I just do not have that long of an extension cord.

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