Interview with J.D. Ney reveals some interesting findings in Canada

Recently J.D. Power released findings from its 2026 Canada Electric Vehicle Consideration (EVC) Study. Data showed that the percentage of new vehicle shoppers in Canada this year who are very likely or somewhat likely to consider an EV as their next vehicle has increased, from 28% to 34%. This follows several years where consumer interest in EVs was either flat or declining. To gain further insight into this change and factors influencing it, Autosphere interviewed J.D. Ney, Managing Director at J.D. Power in Canada. Here’s what he had to say:

Autosphere: Based on the studies findings how is the overall EV market in Canada evolving?

J.D.Ney: It is certainly evolving. Based on what the study revealed, 34% of Canadians today are in what we might call “an overall likely” or a “net likely” position to consider an EV. In our parlance at J.D. Power, that essentially means a group of people that selected either yes, I’m very likely to consider an EV, or I’m somewhat likely to consider an EV. From a macro perspective, I think there are a few factors converging to create those results. One has been the introduction of some more affordable products in the Canadian market over the last six to eight months, while another is the expectation that an increasing number of affordable vehicles are on the horizon. Another key factor has been the introduction of the Government of Canada’s Electric Vehicle Affordability Program (EVAP), which has reinstated some federal level incentives for everyone across the country. Additionally, the increase we’ve seen in fuel prices since March is also adding to the mix.

AS: We’ve seen that purchasing intentions of EVs are often directly linked to government incentives. Now with that scenario changing again, what are we seeing in terms of buyer interest and purchasing considerations when it comes to these vehicles?

JDN: Overall, I’d say there’s still some work to do for OEMs, their brands, dealers, and also EV advocacy groups in helping consumers clearly understand what incentives are in place across the country. With that said, of the group that stated they were interested in considering an EV, 61% said that their understanding of the incentive landscape was either strong or moderate. And, of the overall net consideration group, 57% of those said that the reinstatement of a $5,000 federal incentive in the form of the EVAP program was overall positive in terms of their intent to consider an EV, meaning these types of vehicles are back on their shopping list, where they might not have been in recent years.

AS: When it comes to established versus Chinese brands, did the survey reveal any particular insights among consumers looking to buy an EV?

JDN: When it comes to brands from China arriving on our shores, there some really interesting findings from the EVC study. Among those that were interested in purchasing an EV, 56% of those individuals said that they were also likely to consider a Chinese OEM brand, which means those vehicles with specific Chinese names and not captive imports that are assembled in China, shipped and sold here under familiar Western brands. Once we dug a little bit deeper into the data on those consumers, there were two sides of the coin that emerged. One was the expected price point, as those surveyed expect these Chinese branded EVs to cost significantly less than what’s currently available [and this group was essentially a cohort on its own]. There was also an expectation that the value proposition is going to be very strong for these vehicles, and that the in-vehicle technology is going to be fairly advanced. On the flip side of that coin however, there are concerns about long-term reliability and quality concerns around these vehicles, including the longevity and performance of the battery, particularly during the Canadian winter. There were also additional concerns around the after-sales experience in terms of who will be able to service and maintain these vehicles and supply replacement parts, particularly in the short term. So, overall, the attitude of potential buyers is that they’re interested but they want to know more about these products before they’re willing to take the leap and purchase one.

When it comes to brands from China arriving on our shores, there some really interesting findings from the EVC study.

– J.D. Ney, Managing Director, J.D. Power (Canada)

AS: As we head further into 2026 and economic uncertainty is top of mind for many consumers, how is that influencing purchasing decisions for consumer products like EVs, which still tend to cost more than their typical ICE equivalents?

JDN: Interestingly enough, for the entirety of the time we’ve conducted the EVC study in Canada, affordability has always been right at the top of the list, in terms of reasons for non-consideration for EV purchases. This year was interesting in that it was the first time it fell out of the top three considerations. We’ve seen that the perception of affordability of these vehicles has improved quite a bit year over year, and that’s kind of just true from an on the ground experience. We’ve seen a number of more affordable options for EVs hitting the Canadian market, even in advance of domestic Chinese brands entering, so that affordability gap is shrinking. Yes, it is still there, and is more apparent in some vehicle segments than others, but the introduction of the federal EVAP program has certainly reduced affordability concerns among consumers.

AS: Is range anxiety still an issue among consumers regarding potential EV purchases?

JDN: Range anxiety is one factor that’s improving, but it is improving more slowly compared to affordability concerns. To date, range anxiety is still the number one reason for non-consideration of an EV purchase among the consumers in Canada we’ve surveyed and that’s followed by concern around public charging infrastructure. Our third consideration in the 2026 study was centred around winter driving issues and range during the colder months. So, essentially all three of these factors play into the overall range anxiety concern. Additionally, tying into range anxiety is charging availability. Consumers are wanting to know when the next charging station is coming up on the highway and in the depths of winter, this issue is further compounded. And so while affordability confidence has improved quite a bit, infrastructure and charging considerations still loom large.