Electric vehicle consideration among Canadian consumers rose this year for the first time since 2022, according to the J.D. Power 2026 Canada Electric Vehicle Consideration Study released May 28.
The study found 34 per cent of new-vehicle shoppers said they were “very likely” or “somewhat likely” to consider an EV for their next purchase, up from 28 per cent in 2025. J.D. Power said the increase comes as Canada introduces the Electric Vehicle Affordability Program, or EVAP, which replaced the federal iZEV incentive program earlier this year. The study found 25 per cent of shoppers said EVAP positively affected their willingness to consider an EV.
“A combination of steadily rising fuel prices and the return of tax credit programs like EVAP are spurring rising interest in EVs in Canada,” said J.D. Ney, Managing Director of J.D. Power Canada, in a statement. “But for most shoppers, the deciding factors remain everyday practicality: how far they can drive on a charge, whether charging is reliably available when needed and how EVs perform in Canadian winters.”
Limited driving range remained the top barrier among shoppers unlikely to consider an EV, cited by 65 per cent of respondents. Charging station availability followed at 56 per cent, while 54 per cent pointed to concerns about vehicle performance in extreme temperatures.
The study also found growing openness to Chinese EV brands. Among consumers already considering an EV, 56 per cent said they would consider a Chinese automaker, primarily because of lower pricing and technology features.
However, concerns about quality, reliability, security and parts availability remained obstacles for many shoppers.
The study surveyed 4,938 Canadian new-vehicle shoppers between March and April 2026.
Dealers may face growing pressure to educate consumers on EV ownership as interest rebounds but concerns about charging access, winter performance and long-term reliability persist. The findings also suggest retailers could eventually face new competitive pressure if Chinese EV brands enter the Canadian market.
