Canada Drivers Much less Seemingly To Buy An EV This Yr

Yearly, JD Energy surveys potential automobile consumers in Canada to find out their attitudes about electrical automobiles. The outcomes of the 2023 survey had been launched on June twenty ninth, and so they present that the share of Canadians who’re taken with buying an electrical automobile has dropped 13 factors since final yr’s survey.

On this yr’s survey, 66% of respondents mentioned they’re both “not possible” or “considerably unlikely” to contemplate an EV for his or her subsequent automobile buy. Solely 34% mentioned they’d take into account an EV, down from 47% in 2022. By comparability, in an analogous survey in the USA, 61% of shoppers mentioned they’re “very doubtless” or “considerably doubtless” to contemplate buying an EV this yr.

“Regardless of present laws that’s pushing exhausting for EV adoption, shoppers in Canada are nonetheless not offered on the concept of automotive electrification. Rising considerations about affordability and infrastructure (each from charging and electrical grid views), have brought about a major decline within the variety of shoppers who see themselves available in the market for an EV anytime quickly,” mentioned J.D. Ney, director of the automotive follow at J.D. Energy Canada. “Regardless of a decrease consideration charge yr over yr and a widening consideration hole to vehicle customers within the US, there’s nonetheless a dedicated group — 34% — of shoppers in Canada who say they’re prone to take into account an EV within the subsequent 24 months.”

The JD Energy Canada EV Survey

Listed below are the important thing findings from this yr’s survey of Canadian drivers:

  • EV consideration declines year-over-year: Practically two-thirds (66%) of vehicle customers in Canada say they’re both “not possible” or “considerably unlikely” to contemplate an EV for his or her subsequent automobile buy. That’s up 13 share factors from 2022 (53%). Within the US, in contrast, the variety of shoppers who say they’re both “very doubtless” or “considerably doubtless” to contemplate buying an EV has elevated to 61% this yr, up from 59% in 2022.
  • Vary anxiousness, buy worth and charging infrastructure are high roadblocks: Amongst shoppers within the Canadian market who say they won’t take into account an EV for his or her subsequent automobile buy, restricted driving distance per cost is essentially the most continuously cited impediment to consideration (63%). It’s adopted by buy worth (59%) and lack of charging station availability (55%).
  • Lack of client publicity presents EV adoption challenges: Regardless of widespread consciousness of EVs and rising efforts by producers to make EV check drives out there to shoppers, 55% of auto customers have by no means been in an EV. Amongst shoppers in Canada who’ve rented, borrowed or check pushed an EV, 43% say they’re “considerably doubtless” or “very doubtless” to contemplate an EV.
  • EV consideration varies notably by geography: The speed of EV consideration is highest in Western Canada, with 46% of shoppers in British Columbia indicating curiosity in EV possession. Residents of Quebec (39%) and Ontario (34%) have middling curiosity in EV possession, whereas residents within the Atlantic Canada (26%) and Prairie (22%) areas have the least curiosity.

“Towards this backdrop, it’s going to take important funding and shut collaboration between producers and lawmakers to handle problems with total affordability, functionality and infrastructure earlier than Canada can attain its nationwide and provincial EV gross sales targets,” Ney mentioned.

The Canada Electrical Car Consideration (EVC) Research is an annual trade benchmark for gauging EV shopper consideration. Research content material contains total EV consideration by geography, demographics, automobile expertise and use, life-style, and psychographics. It additionally contains model-level consideration particulars comparable to cross-shopping and “why purchase” findings and evaluation of causes for EV rejection. This yr’s research measured responses from 4,488 shoppers and was carried out in April and Could of this yr.

EVs & Canada

Cara Clairman, CEO of Plug’n Drive, a non-profit company that promotes electrical automobiles, advised CTV Information Toronto that despite the fact that many Canadian drivers have vary anxiousness, most of them solely take one to a few lengthy journeys a yr, which suggests an EV would meet all their driving wants the overwhelming majority of the yr. “Eighty per cent of Canadians drive 50 kilometers or much less a day, so for many of us, this lengthy distance driving shouldn’t be really a priority,” Clairman mentioned. “When you spend $1.50 on fuel per liter, I spend about 30 cents a liter equal with my electrical automobile, so it can save you thousand of {dollars} a yr on gas alone.”

Advocates for electrical autos say extra individuals would purchase them in the event that they tried them out. Greater than half of all Canadians have by no means even sat in an EV, and analysis reveals that drivers who rented, borrowed, or test-driven an EV usually tend to buy one.

All which may be so, however why has the share of people that may take into account shopping for an electrical automobile in Canada dropped since final yr? EV adoption charges are hovering in lots of nations all over the world, even within the US the place curiosity in EVs have been very gradual to develop. I’m not an professional on electrical automobile attitudes, nor have I ever performed one TV, however I obtained a touch about what may be happening final week whereas attending a yard barbecue with household and mates.


My spouse and I had simply bought a used Chevy Bolt and we had been telling individuals about it. One individual in attendance listened for some time after which mentioned, “I’d by no means purchase one. These automobiles aren’t any good within the winter.” Effectively, that’s OK. Everyone seems to be entitled to their very own opinion. However how does an 80-year-old individual know these items? Opinions and attitudes don’t spring up spontaneously.

The reply could also be FUD — the worry, uncertainty, and doubt peddled by these whose livelihood is determined by preserving the established order. You don’t need to be an web junkie to listen to such issues on radio or see them within the newspaper. The fossil gas pursuits are busy planting such tales. The truth is, there’s a entire trade primarily based on tearing down any new expertise like renewable power or electrical automobiles which may disrupt conventional companies which depend on fossil fuels.

Let’s be trustworthy. At this time’s electrical automobiles do undergo a decline in vary in chilly climate. Standard automobiles are also much less gas environment friendly in winter, however to a lesser diploma. Electrical automobiles do require some totally different pondering. They should be plugged in, and whenever you exit of city, it’s essential to have an thought the place you possibly can cost them earlier than you permit house. None of these issues make EVs unusable. They might be totally different and require a special degree of engagement from drivers, however smartphones additionally require new expertise. When you can grasp a smartphone, you possibly can grasp an electrical automobile.

As smoke from the forest fires raging throughout Canada reaches Europe and the USA, we would hope some individuals in Canada will make the connection between burning fossil fuels and burning forests. It’s not that arduous an idea to know. If we proceed to do what we’ve got at all times accomplished, we’ll destroy the Earth’s skill to assist human life. Interval. Full cease. But individuals don’t wish to hear that. They need issues to be the way in which they at all times had been. They don’t need progress if it means they’ve to change their life-style.

One of the best ways to beat the FUD about electrical automobiles is to get individuals to drive them, and but there are only a few organized occasions the place individuals can achieve this. Many sellers have little interest in promoting electrical automobiles, and even much less curiosity in educating individuals about them. The one individuals who don’t like electrical automobiles are individuals who have by no means ridden in an electrical automobile. It’s fantastic that the Canadian authorities is selling the set up of extra EV chargers all throughout the nation, nevertheless it may get extra bang for its buck if it sponsored EV ride-and-drive occasions.

Persons are skeptical of recent concepts and new issues. They want a cause to need them, and saving the Earth shouldn’t be excessive on most individuals’s agenda. Local weather change is an summary idea. Wafting alongside in a virtually silent electrical automobile is very private. We’d like individuals to do extra of that.


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