Most Canadian car buyers aren’t purchasing the vehicle they originally planned to buy, creating opportunities for dealerships to influence decisions as shoppers reconsider their options.
According to AutoTrader’s 2026 Path to Purchase Report, 69 per cent of new-vehicle purchasers and 79 per cent of used-vehicle purchasers bought something different from what they initially intended.
Budget was among the reasons for changing plans, cited by 25 per cent of new-vehicle buyers and 36 per cent of used-vehicle buyers. Other changes involved powertrain preferences, vehicle brands and purchase timing.
Price remained the leading consideration, with 57 per cent of new-vehicle purchasers and 64 per cent of used-vehicle purchasers identifying it as their top selection criterion.
Trade uncertainty is also affecting decisions. The report found 59 per cent of shoppers agreed tariffs and trade policies influenced when or what they purchased. Responses included delaying purchases, spending more time comparing prices and reconsidering U.S.-assembled vehicles.
Meanwhile, artificial intelligence is becoming part of the shopping process. Among AI users, 65 per cent used the technology during early research, 60 per cent during vehicle comparisons and 45 per cent when making their final decision.
Dealerships nevertheless remain important. More than half of respondents, 52 per cent, wanted dealer support confirming final prices, fees or incentives, while 47 per cent sought test drives or hands-on experiences.
The findings also point to opportunities beyond the sale. Eighty-eight per cent of new-vehicle purchasers and 75 per cent of used-vehicle purchasers expressed interest in post-purchase communication, particularly service reminders and ownership support.
The study surveyed 1,727 Canadians aged 17 to 74 in August 2026, including recent vehicle purchasers and prospective buyers.
