Canadian Car Buyers Eye Brand Changes, Favor Gas Vehicles

A recent study reveals that nearly half of Canadian car shoppers plan to switch brands for their next vehicle purchase. The findings from Deloitte’s 2026 Global Automotive Consumer Study indicate a significant disconnect between consumer expectations regarding vehicle payments and the actual costs in the market.

According to the report, 47% of Canadians intend to explore different brands, driven primarily by factors such as product quality, price, and vehicle performance. Many respondents also expressed a preference for traditional gasoline-powered vehicles, with 56% favoring internal combustion engines.

The survey highlights that while 80% of consumers expect their monthly payments to be less than $750, the reality is starkly different. In November 2025, the average new-car loan payment was approximately $880 per month, while leasing averaged around $780. This discrepancy underscores the gap between consumer perceptions and financial realities in the automotive market.

Preferences and Concerns in Vehicle Purchases

In terms of financing, most car shoppers prefer loan durations ranging from 48 to 60 months. However, data shows that over half of new-vehicle loans currently extend to 84 months or longer. This trend may complicate buyers’ financial planning as they seek to manage their budgets effectively.

When it comes to vehicle powertrains, the report found that only 5% of Canadians are considering fully electric vehicles (EVs), while 22% are interested in hybrids and 11% in plug-in hybrids. Among those leaning towards electrification, factors such as lower fuel costs (cited by 62% of respondents), environmental concerns, and reduced maintenance are the main motivators.

Despite this, consumers express significant concerns about EVs, including driving range, higher purchase prices, and performance in cold weather conditions. Notably, 83% of prospective EV owners plan to charge their vehicles at home, while only 20% prefer using mobile apps for charging payments. A majority, 55%Brand Loyalty and Buyer Preferences

Brand loyalty appears mixed among Canadian consumers. Approximately 31% prefer domestic brands, while 19% lean towards foreign options. However, 50% of respondents indicate that brand is less critical than whether the vehicle meets their needs. The primary motivator for selecting a brand remains value, with 61% of consumers prioritizing “getting a good deal.”