As the holiday season approaches, Canadians once again reveal what they would most like to find under the tree — and the answers remain firmly rooted in practicality.
According to a new survey from DesRosiers Automotive Consultants, Canadian drivers continue to favour utility over flash when it comes to their dream vehicles. The annual poll shows 36.1 per cent of respondents wishing for an SUV, far outpacing other segments. Sports cars, meanwhile, appealed to just 12.6 per cent, underscoring how cautious and value-driven Canadian buyers remain, even in hypothetical gift-giving mode.
Colour preferences followed a similarly conservative pattern. Black was the top choice at 27.6 per cent, reinforcing its status as the country’s safest and most resale-friendly option. Blue ranked second at 14.9 per cent, marking a modest shift toward colour, while white placed third at 14.3 per cent. Red attracted 12.1 per cent, suggesting that while some buyers are willing to stand out, bold choices are still the exception rather than the rule.
Andrew King, managing partner at DAC, said the consistency is hard to miss. “Last year Canadians were most likely to wish for a black SUV, and for 2025 they remained remarkably consistent. Given the choice, we here at DAC would always take a sports car; the colour is irrelevant.”
The findings reinforce long-standing sales realities. SUVs continue to dominate consumer interest, particularly when paired with neutral colours that support long-term ownership and trade-in value. While performance vehicles and brighter finishes may draw attention on the lot, mainstream demand continues to skew toward versatility and restraint.
As dealers prepare year-end inventory strategies and look ahead to the new model year, the survey serves as a reminder that Canadian shoppers — festive or not — rarely stray far from practicality.
