Interest in electric vehicles among Canadian consumers has increased for the first time since 2022, according to a new study by JD Power, although the country’s EV consideration rate remains well below that of the United States.
The 2026 Canada Electric Vehicle Consideration Study found that 34% of Canadian new-vehicle shoppers are now considering an electric vehicle, up from 28% in 2025. The six-percentage-point increase marks the first year-on-year improvement since JD Power began tracking EV purchase consideration in Canada four years ago.
The research suggests that new government incentives and rising fuel costs have contributed to renewed consumer interest.
JD Power pointed to Canada’s Electric Vehicle Affordability Program (EVAP) and higher gasoline prices as key factors supporting the increase in EV consideration.
Despite the improvement, practical concerns continue to discourage many consumers from switching to electric vehicles.
Limited driving range remained the most frequently cited obstacle among shoppers unlikely to consider an EV, identified by 65% of respondents. Concerns about charging infrastructure ranked second at 56%, while 54% cited vehicle performance in cold weather.
Cold-weather performance emerged as one of the leading concerns for the first time, reflecting the importance of winter driving conditions for Canadian consumers.
At the same time, vehicle purchase price was no longer among the top three barriers cited by respondents.
The study also found growing openness toward Chinese automotive brands among prospective EV buyers.
Among respondents who described themselves as somewhat likely or very likely to purchase an electric vehicle, 56% said they would consider a Chinese brand, with affordability identified as the primary attraction.
Across the broader market, 31% of all new-vehicle shoppers indicated they would be open to purchasing a vehicle from a Chinese manufacturer.
However, respondents also expressed concerns about product quality, cybersecurity and the absence of established dealer, service and parts networks in Canada.
While interest in EVs has improved, Canada continues to lag significantly behind the United States.
According to JD Power, EV consideration among U.S. new-vehicle shoppers remained unchanged at 59% in 2026, compared with 34% in Canada.
The study also found that nearly half of Canadian consumers remain resistant to electric vehicles.
According to JD Power, 47% of Canadian new-vehicle shoppers said they were very unlikely to consider purchasing an electric vehicle.
Regional differences were also evident. Quebec recorded the highest level of EV consideration among Canadian provinces at 42%, representing a 10-percentage-point increase compared with the previous year.
The Electric Vehicle Affordability Program appeared to have a measurable impact on consumer attitudes.
JD Power found that EVAP positively influenced consideration of electric vehicles among 25% of all surveyed shoppers. Among respondents already seriously considering an EV purchase, the share rose to 57%.
The findings are based on responses from 4,938 new-vehicle shoppers surveyed across Canada between March and April 2026.
The results suggest that while incentives and rising fuel costs are helping revive interest in electric vehicles, concerns over charging infrastructure, range and cold-weather performance remain significant hurdles for broader EV adoption in Canada.