It’s been a challenging year for the automotive industry in Canada, and the road ahead promises to continue to be bumpy. With tariffs on automobiles set to go into effect in April, speculation on how this will raise car prices for Canadians has dominated the sector, with many expressing concern over job losses, factory shutdowns, and how this will ultimately affect consumers considering vehicle purchases.
To get a reading on how our readers are reacting to these changes, we surveyed our Globe Insiders panel to learn about their car-buying behaviours and plans. This article will explore the forces influencing their purchasing decisions, the continued effect of EVs, and our reader’s automobile preferences.
Gasoline remains dominant – for now
For most Globe reader households, cars are a part of daily life, with 92% of households owning at least one car, and 46% owning two or more. Gasoline-powered vehicles dominate (89%), followed far behind by hybrid (10%), electric (7%), diesel (3%), and plug-in hybrid electric vehicles (2%).
Battle of the brands: luxury looks German, while Japanese brands lead overall
Japanese brands dominate Internal Combustion Engine (ICE) ownership among our readers, with 30% preferring them over competitors. Honda was the most popular brand (15%), with Subaru and Toyota close behind (14%). The only North American brand to make it into the top five was Ford (10%).
Luxury car ownership told a different story. Thirty percent of Globe readers reported owning a luxury auto brand in their household, with German automakers taking the top spots. BMW was the most popular at 19%, followed by Mercedes-Benz (15%), Audi (14%), and Lexus (13%).
EV Ownership: the good, the bad, the ugly
While electric vehicles still only make up a small percentage of overall car ownership, an overwhelming 98% of readers with EVs are satisfied or very satisfied with their car. When asked about the primary advantage of EV ownership, they cited savings on fuel cost (96%), the reduced price of charging at home (91%), reduced greenhouse gas emissions/lower pollution (89%), not needing to visit gas stations (86%), the convenience of charging at home (86%), and lower maintenance costs (84%).
As with any vehicle, problems do occur. 41% reported a decrease in range due to weather, and 11% a reduction in range due to climate control systems. Over half (58%) cited extra time planning trips as a significant drawback of owning an EV, while 51% noted reduced range in cold weather. A third were concerned about finding a fast charger when needed, and another third experienced range anxiety.
Most of our readers (62%) only charge their EVs at home. The study shed some light on why this might be occurring: while 21% of readers rated their local access to public EV charging stations as good or better, 55% rated it as fair or poor. This is likely to change over time as demand grows. Already, 42% of readers think that access to public EV charging stations near their homes has improved within the past twelve months.
Globe drivers keep their options open
The next two years could mark a shift in buying habits, as 31% of Globe readers plan to buy or lease a vehicle. Within the broader context of a move away from gasoline, 57% of our readers are considering hybrids, 55% gasoline, 28% plug-in hybrid electric, and 28% electric vehicles. Nearly half of readers are considering two or more engine types, and while gasoline is a strong contender, the numbers indicate a growing curiosity about the alternatives.
Toyota emerged as the most popular brand under consideration for readers who plan to buy or lease a vehicle, regardless of engine type. The only exception to its first-place dominance is in electric vehicles, where Hyundai was first (31%), followed by Toyota (29%) and Honda (21%).
Range and reliability: what EV buyers want
When it comes to potential electric vehicle purchases in the next two years, Globe readers are showing a strong preference for new over used cars, with 60% focusing exclusively on new models. While 26% are considering both new and used options, potential used EV buyers are approaching these purchases with careful consideration. Their top requirements reflect concerns over long-term reliability: over half (52%) would require a warranty, while 48% each want low mileage (less than 100K) and a multi-inspection check. Notably, only 27% would evaluate a used EV no differently than a used vehicle with a gasoline engine, pointing to some lingering uncertainty about how electric vehicles hold up compared to their counterparts. Budget constraints appear less of a concern for those targeting new EVs, with 39% willing to spend over $70,000. These buyers primarily focus on range, with half saying they would require EVs with a minimum range of 401 to 500 km and 19% requiring over 500km.
The top auto trends catching our readers attention
Globe readers are interested in a diverse cross-section of topics related to the auto industry, including sustainability as it relates to automobiles (65%), electric vehicles (63%), battery innovations (60%), and automobile cybersecurity issues (59%). A significant 76% engage with auto content in The Globe and Mail’s Drive section or the Globe digital platform, with 42% visiting at least once a month.
Summary
Most Globe readers own gasoline-powered cars, but interest in hybrid, plug-in hybrid, and electric vehicles is rising. Toyota is the most popular brand under consideration for most engine types. While EV owners have concerns about battery performance and range, they overwhelmingly report high satisfaction, highlighting fuel savings, convenience, and environmental benefits as key advantages.
