Shifting Gears: Exploring the Decline in Canadian Interest in EVs According to J.D. Power

Canadian interest in EVs drops for second straight year: J.D. Power

The data analytics company says only 11% of shoppers here are likely to buy an EV, less than half the number in the U.S.

Author of the article:Jil McIntosh

• Only 11% of Canadian vehicle shoppers are likely to consider an EV for their next purchase
• That number, from J.D. Power, is less than half that of American shoppers willing to go electric
• Range, price, and charging stations are all factors in the decision, per the company's survey

Mandates for zero-emission vehicles (ZEV) may be on their way in several countries, including Canada; but getting people to actually buy the vehicles they're supposed to be driving may be something else. According to the latest 2024 report by J.D. Power, Canadians who are shopping for a new vehicle are now only half as likely as their American counterparts to consider buying an electric version.

Only 11% of those surveyed said they were "very likely" to consider an electric vehicle (EV) for their next purchase, versus 24% of shoppers in the U.S. On top of that, the 11-per-cent number is down three percentage points from a similar study in 2023. The survey also found that the major factors limiting EV acceptance for Canadians are vehicle range, high purchase price, and lack of public charging station availability.

"Auto manufacturers are staking their futures on EVs and investing massive sums in battery manufacturing facilities in Canada," said J.D. Ney, director of automotive practice at J.D. Power Canada, "but the reality is that they are still considerably more expensive than comparable gas-powered vehicles, and more education is needed to help shoppers feel comfortable making the transition."

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