2021 Ontario automotive consumer study

In collaboration with the Trillium Automobile Dealers Association (TADA), we surveyed nearly 1,000 automotive consumers in Ontario to better understand their preferences and behaviours when it comes to vehicle purchasing and ownership. The results also show some differences between age groups. This year’s study highlights Ontario consumers’ opinions and attitudes across a range of topics, including:

  • Purchase expectations: How are most consumers conducting the search for their next vehicle? Who’s buying used? How many are interested in online sales? And how can dealers deliver a better experience for consumers?
  • Service expectations: What are consumers looking for in the vehicle service experience, and how can the service process be improved?
  • Vehicle electrification: With interest growing in electrified vehicles, how can the gap be bridged between consumer expectations of cost and the reality of costs in today’s electric vehicle market?
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