The race to put more technology into vehicles may be getting ahead of what Canadian consumers actually want.
A new CarGurus Vehicle Preferences Report found 80 per cent of Canadians would rather see automakers focus on making vehicles more affordable than adding new technology features. And when respondents were asked what would make vehicle ownership better over the next five to 10 years, their priorities were decidedly practical.
Better fuel economy topped the list at 43 per cent, followed by more affordable vehicle options at 40 per cent and more durable or reliable vehicles at 39 per cent. Longer EV driving range came in a distant fourth at 18 per cent.
Technology also received a mixed reception. Nearly two-thirds, 63 per cent, said touchscreens have become too distracting and automakers should bring back more physical controls. Another 60 per cent said they do not want more AI-powered vehicle features, while 71 per cent were unwilling to pay a monthly or annual subscription for advanced features.
The findings could also signal an opportunity for new entrants. Fifty-nine per cent said they would be comfortable buying a Chinese-brand vehicle in Canada if it met the same safety standards as other vehicles sold here. That figure rose to 69 per cent among respondents aged 18 to 34 and 67 per cent in Quebec.
“Automakers have moved away from many budget-focused models over the past decade in favour of larger, more premium vehicles,” said David Undercoffler, Head of Consumer Insights at CarGurus, in a statement. “That leaves an opening for more affordable, value-oriented options. Chinese automakers bringing EVs to Canada could compete for those shoppers if they deliver on price, reliability, and safety.”
The findings are based on an online Leger survey of 1,538 Canadians aged 18 and older conducted Sept. 4-7.
