Canadians are intrigued by the availability of Chinese EVs, but also know next to nothing about them

Most interestingly, while there is interest in electric vehicles as a whole, Canadians haven’t got their minds set on a single brand. In fact, nearly half of those surveyed — some 48% — couldn’t name a single nameplate and, of those that could, only BYD had significant brand awareness.

Perhaps, that’s why, even amongst those professing an interest in shopping Chinese, brand positioning was a concern. Interestingly, those surveyed also “perceived Chinese-built vehicles as on-par with or slightly below industry average” on several pertinent fronts. Included in those arenas that Canadians were concerned about were “high-tech”-ness and “environmental friendliness.” Reliability and safety are also concerns. Indeed, if there’s one common theme throughout the Clarify-Universus data, it’s that, while Canadians are well and truly intrigued by the availability of Chinese EVs, they also know next to nothing about them.

Which is why, of the 37% of those surveyed that were very much interested in test-driving a Chinese-automaker-built vehicle, more than three-quarters of those (77%) would like to do so at “a local dealer.”  And, by “local,” I suspect they mean “existing.” Indeed, among Canadians considering a Chinese EV, 88% said “their franchise dealer will play an important role in their decision.”

As to who amongst us is most interested in these new electric alternatives, there are some surprises. On the one hand, that British Columbians lead the charge with 49% interested in what Chinese OEMs have to offer is hardly a revelation. On the other, that Quebec, which accounts for no less than half of all electric vehicles sold in Canada, is second-last, with only 33% of respondents considering buying a new Chinese EV, is a monumental revelation. Even Ontario, without any form of provincial EV incentives, had a greater ratio of interested respondents (39%). In fact, only those in the Atlantic provinces showed less interest (31%) that Quebec respondents, and even then, only by a small margin.

If there’s one common theme throughout the data, it’s that, while Canadians are well and truly intrigued by Chinese EVs, they also know next to nothing about them

Digging even deeper, it’s probably little surprise that Chinese-Canadians have a favourable view of China’s automakers, as do those of South and Southeast Asian descent. Perhaps a little more surprising is that the highest interest — 69% — came from Canadians identifying as Black. For those looking to sell Chinese OEM EVs — and the VBOS study is very much geared as a tool for local dealers and suppliers — communities with greater ethnic diversity would seem a smart starting point for their marketing.

One last demographic note and one that is definitely not surprising. Interest in these newly-arriving Chinese brands is very much dependent on age. Almost two-thirds (64%) of Canadians 25-to-34 years-of-age would consider a new Chinese EV as their next car, but that number declines to barely a quarter (27%) by the time the respondents hit 65-years-old.

If there is a caution to these positive vibes surrounding Chinese battery-powered vehicles, it’s that reality might not meet expectations. Oh, I suspect the survey’s reported worries about reliability will largely prove unfounded, and the respondents’ assumption that Chinese-branded EVs will be less high-tech than Western vehicles is almost laughable.

However, the expectation — amplified to a humongous degree by mainstream media reports — that battery-powered vehicles built in China will be dramatically less expensive is unlikely to be met. As Motor Mouth has detailed, that $35,000 mark touted by the federal government as a target for incoming Chinese vehicles is not the price Canadians will pay in dealerships, but the “landed” cost (basically the cost to build and ship it).

In their other export markets — Australia, the United Kingdom and the European Union — most Chinese automakers have added dramatic markups to that landed cost, seeking to maximize profitability. Considering the tight quotas Canada has placed on Chinese brands, it’s unlikely that the Chinese EVs — certainly not this first batch — destined for our shores will be as inexpensive as predicted.

In other words, the least realistic expectation of those who responded to the Clarity-Universus survey comes from the 70% of Canadians that hope their next purchase will have a monthly payment of under $600. In fact, according to Darren Slind, co-founder and president of the Clarify Group, a significant number of those surveyed want their monthly payment to be less than $400. That’s why perhaps the most telling statistic in the entire Vehicle Buyer Opinion Study is that 47% of the consumers surveyed say they are open to shopping a used car, electric or otherwise.

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