A new CarGurus Vehicle Preferences Report found that 80 per cent of Canadians believe automakers should focus on making vehicles more affordable rather than adding new technology features.
The report, based on a Leger survey of more than 1,500 Canadians, found better fuel economy (43 per cent), more affordable vehicle options (40 per cent) and improved durability and reliability (39 per cent) were the top improvements consumers want to see from manufacturers over the next five to 10 years.
The survey also found Canadians are selective about in-vehicle technology. Nearly two-thirds (63 per cent) said touchscreens have become too distracting and manufacturers should bring back more physical controls, while 60 per cent said they do not want more AI-powered vehicle features. In addition, 71 per cent said they would not pay subscription fees for advanced vehicle functions.
The study found 59 per cent of Canadians would be comfortable purchasing a vehicle from a Chinese brand if it met the same safety standards as vehicles currently sold in Canada. That figure rose to 69 per cent among respondents aged 18 to 34 and 67 per cent among Quebec respondents.
“Canadians today are looking beyond the sticker price,” said David Undercoffler, head of consumer insights at CarGurus. “At a time when fuel, maintenance, and other expenses are adding to the cost of vehicle ownership, the survey shows they are focused on practical priorities that can deliver better fuel economy, greater reliability and value over time.”
