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Topic: consumer insights

Exploring the next generation of car buyers in Canada

Posted by Meg Bernazzani on August 27, 2021

Earlier this year, CarGurus released its inaugural Buyer Insight Report in the Canada, which analyzed the digital purchase paths of more than 1,500 buyers. To provide more insights into the mindset of the next generation of car buyers, we dug into the data to explore the differences among younger car buyers (Gen Z and Millennials) and more seasoned car buyers (Gen X and Boomers).1 The key takeaway? Younger car buyers are more brand-open and less certain about major decisions, which results in a higher likelihood that they take their time and compare their options to find the best deal possible.

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Topics: car buying, CarGurus data, consumer insights

New CarGurus research shows increasing buyer openness and excitement towards EVs

Posted by Meg Bernazzani on April 14, 2021

As electric vehicles (EVs) continue to gain popularity in Canada, this topic has taken on a heightened focus throughout the auto industry. In February, CarGurus surveyed 495 automobile owners in Canada to get a pulse on their sentiments towards EVs. Overall, 32% of respondents noted that they were probably or definitely likely to own an EV in the next five years — a number on par with US consumers (30%) but that lags behind UK consumers (44%). And while Tesla is the trusted leader in tech development, consumers are increasingly open to other brands when it comes time to go electric.

In this emerging space, buyers are excited by the possibilities and less brand loyal, so there are opportunities for more competitors to disrupt the market. For dealers, now is the time to get ahead of the demand curve and start having conversations about electric vehicles with prospective buyers.

Below we’ve highlighted three key dealer takeaways from the study. For a summary of the results, download the CarGurus 2021 Electric Vehicle Report here.

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Topics: CarGurus data, consumer insights, electric vehicles, EVs