Canadian and American Car Buyers: Shifting Priorities in 2013 and 2023
Experts examined two extensive studies that tracked what people look for when they shop for a new car, comparing patterns from four years apart. The focus was on real-world choices made by car owners as they evaluate each purchase, revealing how preferences evolve as markets, models, and costs shift over time.
Back in 2019, the most influential criterion for many buyers was fuel efficiency. It mattered to a large share of respondents, and that concern remained important in 2023, though its share of importance softened to reflect a broader view of ownership costs. In 2023, efficiency still mattered, but the cost to maintain and repair vehicles rose in prominence for many buyers, becoming a central factor alongside fuel use. These trends show how total ownership cost begins to weigh more heavily in decision making as the initial allure of efficiency is balanced against ongoing expenses.
Another thread that persisted across the years is the cost and reliability of maintenance. Participants repeatedly cited maintenance and repair expenses as a key consideration when choosing a car. Even as other factors waxed and waned, the day-to-day cost of keeping a vehicle on the road retained its relevance, signaling that long-term affordability is a durable concern for buyers in both North American markets.
The financial impact of vehicle ownership extended beyond operation and upkeep. The tax environment, particularly the transport or vehicle-related tax burden, has become a more pressing worry for many buyers. In 2019, a noticeable share of owners reported concerns about tax costs, and by 2023, this worry had shifted to reflect the current tax regime more accurately, with many buyers seeking clarity and predictability in annual expenses.
Another important consideration revealed by the studies is how buyers think about the resale value of a car. The potential price loss during later sale or trade-in increased in perceived importance, indicating that Canadians and Americans alike factor depreciation into their overall cost calculation more than before. This shift underscores the growing emphasis on retaining value over the lifetime of an automobile, especially in markets with fluctuating new-vehicle incentives and used-vehicle demand.
In practice, this means shoppers weigh both upfront and ongoing costs when evaluating options. Fuel economy remains a baseline expectation for many, but the total cost of ownership, including maintenance, insurance, taxes, and expected depreciation, shapes final choices. For buyers in Canada and the United States, these dynamics interact with regional pricing, taxes, and service networks, creating a nuanced decision landscape where affordability meets practicality and long-term value.
In summary, the comparison of studies from 2019 and 2023 shows a clear shift toward considering maintenance and depreciation as core factors, alongside fuel efficiency and tax implications. The decision calculus has matured, reflecting a broader understanding of what it really costs to own and operate a vehicle over time.