CNW Group/KPMG LLP
A new KPMG in Canada survey suggests Canadian car shoppers are increasingly paying attention to where vehicles are built, while also worrying that trade tensions could push new-car prices out of reach.
The national poll of 2,000 Canadians, conducted Nov. 7 to Nov. 17, 2025, found 61 per cent plan to buy a new vehicle within the next five years. But 76 per cent said they’re worried ongoing trade tensions and tariffs will make new vehicles unaffordable. And 72 per cent fear prices will rise if Canada loses protections under the Canada–U.S.–Mexico Agreement (CUSMA) during its review next year.
“With U.S. tariffs disrupting the industry, Canadians in the market for a new vehicle are looking to the brands they trust at prices they can afford in models they want, and increasingly, on where those vehicles are built,” said Dave Power, partner and national automotive sector leader at KPMG in Canada, in a statement.
The survey found 72 per cent of respondents said it’s very or somewhat important their vehicle is assembled or built in Canada, which may be a sign of growing consumer interest in domestic capacity and jobs.
On pricing, 62 per cent of consumers said they won’t spend more than $50,000 on a new vehicle, down from 75 per cent in KPMG’s 2022 survey. Nearly a quarter (23 per cent) said tariffs have already priced them out of the new-vehicle market.
The findings also point to shifting views on government support. While Ontario’s five OEMs have historically benefited from subsidies, only seven per cent of respondents said support should prioritize the Detroit 3. More Canadians favoured directing funding toward the auto parts supply chain (37 per cent) and diversifying into defence manufacturing (58 per cent).
Overall, if affordability tightens further, the pressure will land on inventory mix, transparent pricing, and Canadian-built models — especially in the $30,000 to $50,000 band.
