Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- Market Drivers
- Canada’s population is aging and will continue to do so in the coming years
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- Figure 1: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
- The consumer
- Most Canadians are planning on purchasing a vehicle(s) in the next 3 years
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- Figure 2: Planning vehicle purchase in next 3 years, February 2015
- Canadians are not waiting long term for their next vehicle
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- Figure 3: Purchase period of next vehicle(s), February 2015
- Most consumers are planning to purchase a new vehicle
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- Figure 4: New, used, or certified pre-owned, February 2015
- Life stage is the biggest determinant of vehicle choice
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- Figure 5: Classification of vehicle intend to purchase, February 2015
- Mileage of vehicle and fuel economy are key purchase motivators
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- Figure 6: Reasons for purchasing next vehicle, February 2015
- The test drive remains top in the car purchasing process
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- Figure 7: Type of research planned before next vehicle purchase, February 2015
- Manufacturer website(s) the key research resource
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- Figure 8: Likelihood to use research resources, February 2015
- Researching cost and reviews are most commonly done via mobile device
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- Figure 9: Purpose of mobile device use in the car purchasing process, February 2015
- What we think
Issues and Insights
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- Reaching Millennial car buyers
- The facts
- The implications
- Increasing vehicle ownership in Canada through immigration
- The facts
- The implications
- There’s something about Quebec
- The facts
- The implications
- Social media can combat negative press concerning manufacturer recalls
- The facts
- The implications
Trend Application
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- Return to the Experts
- Green and Lean
- Prepare for the Worst
Market Drivers
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- Key points
- Demographic overview
- Canadian population count
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- Figure 10: Share of population of Canada, by territory/province, 2014
- Canada’s population is aging and will continue to do so in the coming years
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- Figure 11: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
- Immigration and ethnic diversity in Canada
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- Figure 12: Region of birth of immigrants, by period of immigration, Canada, 2011
- Economic overview
- Overall negative impact of lower oil prices on the Canadian economy
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- Figure 13: Canada’s GDP (% change), by quarter, Q4 2008-Q4 2014
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- Figure 14: Household disposable income and savings rate in Canada, Q4 2008-Q4 2014
- Wealth distribution in Canada
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- Figure 15: Canada median net worth, by province, 2012
- Canada’s employment rate has been steady, however, high levels of household debt and consumer confidence may impact car purchasing
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- Figure 16: Canada’s unemployment rate, by gender, January 2008-January 2015
- Household debt in Canada
- Consumer confidence wavers with falling oil prices
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- Figure 17: Consumer Confidence Index, monthly, January 2008-January 2015
- Key economic indicators suggest cost of car maintenance has been stable
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- Figure 18: Monthly movements in selected major components of the Canadian Consumer Price Index, seasonally adjusted, March 2010-March 2015
Who’s Innovating?
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- Key points
- Electric and hybrid technology striving for the masses
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- Figure 19: BMW i3 email advertisement, January 2015
- Fuel efficiency of vehicles is on the rise
- Auto technology shaping the future for drivers
- Multicultural marketing gaining ground
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- Figure 20: Kingsway Toyota, Toronto, Ontario, Direct Mail, 2014
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- Figure 21: Stampede Toyota, Calgary, Alberta, direct mail, January 2015
Automotive Websites and Resources
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- Internet resources are tops in the car purchasing process
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- Figure 22: Likelihood to use research resources (any likely), by age, February 2015
- Third-party research resources provide consumers with a consolidated source for local new/used vehicle inventory
- Major vehicle research resource profiles
- Autotrader.ca
- Autos.ca
- Autoblog Canada
- Car and Driver
- Carproof.com
- Consumer Reports
- Driving.ca
- Edmunds.com
- Kelley Blue Book
- Motor Trend
- Wheels.ca
Social Media – Car Purchasing Process
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- Key findings
- Market overview
- Key social media metrics
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- Figure 23: Key social media metrics, May 2015
- Brand usage and awareness
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- Figure 24: Brand usage and awareness for selected automotive manufacturer brands, February 2015
- Interactions with automotive brands
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- Figure 25: interactions with selected automotive manufacturer brands, February 2015
- Social media activity and campaigns
- What we think
- Online conversations
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- Figure 26: Online conversations for selected automotive manufacturer brands, by day, May 20, 2014-May 20, 2015
- Where are people talking about automobile brands?
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- Figure 27: Online conversations for selected automotive manufacturer brands, by page type, May 20, 2014-May 20, 2015
- What are people talking about?
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- Figure 28: Topics of conversation around selected automotive manufacturer brands, May 20, 2014-May 20, 2015
The Consumer – Purchase Decision
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- Key points
- Most Canadians are planning on purchasing a vehicle(s) in the next three years
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- Figure 29: Planning vehicle purchase in next 3 years, February 2015
- Males more likely to be definite about their vehicle purchasing plan
The Consumer – Purchase Period
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- Key points
- Canadians are not waiting long term for their next vehicle(s)
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- Figure 30: Purchase period of next vehicle(s), February 2015
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- Figure 31: Purchase period of next vehicle(s), by gender, February 2015
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- Figure 32: Purchase period of next vehicle(s) within the next year, by presence of children, February 2015
The Consumer – Vehicle Purchase Intention
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- Key points
- Most consumers are planning to purchase a new vehicle
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- Figure 33: New, used, or certified pre-owned, February 2015
- Male over-35s are most likely to purchase new vehicles
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- Figure 34: New, used, or certified pre-owned, by gender and age, February 2015
The Consumer – Vehicle Purchase Consideration
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- Key points
- Lifestage is the biggest determinant of vehicle choice
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- Figure 35: Net classification of vehicle intend to purchase, February 2015
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- Figure 36: Classification of vehicle intend to purchase, February 2015
The Consumer – Purchase Motivations
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- Key points
- Mileage of vehicle and fuel economy are key purchase motivators
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- Figure 37: Reasons for purchasing next vehicle, February 2015
- Larger households with children are in need of another vehicle for the family
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- Figure 38: Need another vehicle for the family, by household size, February 2015
The Consumer – Research Process
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- Key points
- The test drive remains top in the car purchasing process
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- Figure 39: Type of research planned before next vehicle purchase, February 2015
- Quebecers are less interested in most vehicle research
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- Figure 40: Type of research planned before next vehicle purchase, Quebec vs overall, February 2015
- Suburbanites are more interested in most vehicle research
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- Figure 41: Type of research planned before next vehicle purchase, suburban vs urban, February 2015
The Consumer – Research Resources
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- Key points
- Manufacturer and dealer websites are the go to source
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- Figure 42: Likelihood to use research resources, February 2015
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- Figure 43: Likelihood to use research resources, 18-44s vs over-45s, February 2015
- Those newer to the country are more research-savvy
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- Figure 44: Likelihood to use research resources, by birth location, February 2015
- Quebecers continue to exhibit research-phobic behaviour
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- Figure 45: Likelihood to use research resources, Quebec vs overall, February 2015
The Consumer – Mobile Device Use in the Car Purchasing Process
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- Key points
- Researching cost and reviews are most commonly done via mobile device
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- Figure 46: Purpose of mobile device use in the car purchasing process, February 2015
- Canadian men are more likely to use mobile devices during the car purchasing process
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- Figure 47: Purpose of mobile device use in the car purchasing process (select), 18-44s vs over-45s, February 2015
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