According to the latest Electric Vehicle Consideration Study conducted by J.D. Power, the support for electric vehicles (EVs) in Canada has experienced a significant decline, posing challenges for the widespread adoption of electric cars in the country.
The study reveals that overall EV consideration in Canada has dropped by 13 percentage points, from 47% in 2022 to 34% presently. A substantial 66% of Canadian respondents expressed being “very unlikely” or “somewhat unlikely” to consider an EV for their next vehicle. The primary reasons cited for this reluctance were limited driving range (63%), high prices (59%), and inadequate recharging infrastructure (55%). In stark contrast, south of the border, 61% of American respondents expressed being “very likely” or “somewhat likely” to consider purchasing an EV.
J.D. Power Canada’s director of automotive practice, J.D. Ney, acknowledged the prevailing skepticism, stating, “Despite current legislation that is pushing hard for EV adoption, consumers in Canada are still not sold on the idea of automotive electrification.” He further explained that growing concerns about affordability and infrastructure, encompassing both charging availability and the electrical grid’s capacity, have significantly contributed to the decline in consumers considering EVs in the near future.
It is worth noting that EV acceptance varies across different regions within Canada. In the province of British Columbia, 46% of respondents displayed interest in owning an electric vehicle, while in the Canadian Prairies, that number dropped to 22%.
Consistent with findings from other studies, the J.D. Power study also highlighted that consumers tend to become more receptive to EVs after gaining hands-on experience. While 55% of respondents reported never having been in an electric vehicle, those who had rented, borrowed, or test-driven an EV displayed a higher inclination towards owning one. Specifically, 43% of this group expressed being “somewhat likely” or “very likely” to consider purchasing an electric vehicle.
The study’s findings shed light on the challenges faced by the Canadian market in terms of EV adoption. As limited range, high prices, and lack of charging infrastructure continue to impede progress, stakeholders in the automotive industry and government policymakers will need to address these concerns to encourage wider acceptance of electric vehicles in Canada.
