Despite the industry-wide push to leave behind ICE-powered vehicles, a new study has found that Canadian consumers aren’t ready jump into the EV market just yet.
According to the J.D. Power Canada Electric Vehicle Consideration (EVC) Study, 66 percent of Canadians are either “very unlikely” or “somewhat unlikely” to consider an EV for their next vehicles purchase. Furthermore, EV consideration in Canada dropped from 47 percent in 2022 to 34 percent in 2023, significantly lagging behind U.S. levels.
“Despite current legislation that is pushing hard for EV adoption, consumers in Canada are still not sold on the idea of automotive electrification,” J.D. Power Canada Automotive Practice Director J.D. Ney said in a prepared statement. “Growing concerns about affordability and infrastructure (both from charging and electrical grid perspectives), have caused a significant decline in the number of consumers who see themselves in the market for an EV anytime soon. Despite a lower consideration rate year over year and a widening consideration gap to automobile shoppers in the U.S., there is still a committed group – 34 percent – of consumers in Canada who say they are likely to consider an EV in the next 24 months.”
There were several key findings in this Canadian EV consideration study, including:
- Electric vehicle consideration declined 13 percent year-over-year
- Range anxiety, purchase price, and charging infrastructure are the most prevalent worries
- A lack of consumer exposure hampers EV adoption
- Consideration varies widely by geography
As some background on the annual Canada Electric Vehicle Consideration Study, J.D. Power research’s overall EV consideration by looking at factors like geography, demographics, vehicle experience and use, lifestyle, and psychographics. The 2023 rendition of this study measured responses from 4,488 consumers, and was fielded from April 2023 to May 2023.
“Against this backdrop, it is going to take significant investment and close collaboration between manufacturers and lawmakers to address issues of overall affordability, capability and infrastructure before Canada can reach its national and provincial EV sales targets,” Ney added.