The survey underlines how much Canadian automotive consumer preferences have shifted during the pandemic, which has caused unemployment rates to rise and contributed to greater economic uncertainty.
According to the survey, 77 per cent of consumers looking to purchase an EV hope to buy one for less than $50,000, with just three per cent looking for something that costs more than $75,000. Few EV options currently exist in the sub-$50,000 range, complicating matters for those consumers, Robinson said.
“Considering the average price of a vehicle is, in general, approaching $40,000,” he said, “if you look at EV offerings, even if you throw hybrids in there, you can very quickly approach or blow right through that $50,000 threshold.”
It is likely that the economic fallout of the pandemic will linger even after the health crisis fades, Robinson said. Automakers will need to be cognizant of that as they roll out their EVs, he said.
“You want to be able to line up the planets, so you sit squarely at the intersection of what people want to buy and being able to offer the technology and products at the price point that people want to pay,” Robinson said.
Deloitte surveyed 1,047 Canadians of driving age via email as part of its study.
Most people who intend to buy an electric vehicle plan to charge it at home:
74%: Home charging
22%: On-street/public charging
4%: At work
Consumers still appear to be fearful of safety in connected vehicles:
60% say they fear someone hacking into a connected vehicle and risking their safety
49% say fully self-driving cars will not be safe
44% say that as vehicles become more connected via wireless Internet, they become more beneficial
Safety technologies are still more desired than most other features. The percentage of respondents who said the following features were somewhat or very important to have in their next vehicle purchase:
Blind-spot warning/alert: 71%
Heated/cooled seats: 65%
Automatic emergency braking: 63%
Built-in navigation system: 62%
Physical knobs/buttons for controls: 60%
Lane-departure warning: 58%
360-degree camera system: 57%
Adaptive cruise control: 55%
Automatic/dual-zone climate control: 55%
Built-in Wi-Fi hotspot: 41%
Electronic parking assist: 41%
Apple CarPlay/Android Auto interface: 37%
Over-the-air software updates: 34%
Semiautonomous drive mode: 28%