Consumer consideration towards buying an electric vehicle has declined for the second consecutive year, according to J.D. Power’s 2024 Canada Electric Vehicle Consideration (EVC) Study.
In a news release, the company said 11% of new vehicle shoppers in Canada noted they are “very likely” to consider an EV for their next purchase. That is down three percentage points from 2023, and down from the 24% of consumers in the United States that said the same thing.
“Auto manufacturers are staking their futures on EVs and investing massive sums in battery manufacturing facilities in Canada, but the reality is that they are still considerably more expensive than comparable gas-powered vehicles and more education is needed to help shoppers feel comfortable making the transition,” said J.D. Ney, Director of Automotive Practice at J.D. Power Canada, in a statement.
J.D. Power’s report found that consumer perceptions around what they consider to be a limited driving distance per charge (otherwise known as range anxiety), along with higher sticker prices and a lack of charging infrastructure, are key roadblocks to EV consideration.
“While tackling the affordability problem is going to take some time, the other big obstacles right now — vehicle range and lack of experience with EVs — can be mitigated by broad consumer education,” said Ney in a statement. “However, about half of shoppers in Canada still have never been in an EV, which limits purchase consideration.”
J.D. Power also highlighted that provinces offering incentives have the highest consideration rates, with 40% of shoppers in Québec showing an interest in EV ownership — although the province has announced that it is trimming down on its incentives and will phase them out. In British Columbia, 33% of consumers said they have an interest in purchasing an EV.
