B.C. buyers are balanced 54% buy cars over trucks for Canada’s most even split
It must not be easy for an automotive manufacturer to satisfy the different needs of consumers. Even more when, in the same country, the clients differ whether they live in the western, central or eastern areas.
In 2005, across Canada, 1,583,291 vehicles were sold. It’s more or less what is sold in the United States … each month. Small, when compared to our giant neighbours to the south, but the Canadian market is in no way homogeneous.
“It is one of the most international markets on the whole planet,” says Dennis Desrosiers, the automotive statistics guru of our country.
Let us take a look at who buys what.
Trucks vs. cars:
The Prairies are truck lovers, for the most part. Saskatchewan, Alberta and Manitoba account for more than a third of all the pick-up sales in the country.
On the flip side geographically and statistically, Quebec prefers cars over trucks (66 per cent). Twice as many subcompacts are sold there than anywhere else in Canada. The Ford F-Series truck, the top-selling vehicle in Canada, only comes in sixth place within Quebec’s 10 most vehicles sold (2005).
Flanked by those two “solitudes,” Ontario really is the province which has a soft spot for those western trucks. In 2005, six out of 10 of the top-selling vehicles in Ontario were SUVs, trucks or minivans. British Columbia almost achieved the ideal balance, slightly preferring cars over trucks (54 per cent).
Domestic vs. imported:
Logically, whoever says truck says domestic product. That is why the Prairies, not surprisingly, prefer American manufacturers over imported ones (at 70 per cent).
Ontario favours national brands as well but at a smaller rate (57 per cent).
Again, British Columbia achieves harmony with a score of 50.4 per cent for domestic brands versus 49.6 per cent for imported ones. Curiously, the western province, despite its proximity to the country of the rising sun, is not the one that buys the most Japanese vehicles. It is, however, the one that buys the most European vehicles (9 per cent of its market, well ahead of Ontario and Quebec).
For the fifth year in a row, Quebec shows that it is the most fervent about imported brands (57 per cent). As a matter of fact, the French province is the only one preferring imported products over domestic ones. There are almost as many Japanese cars sold there as there are American.
As if the previous distinctions were not enough, the luxury vehicle segment really seems like a roller-coaster; it all depends on where you are in Canada. Again last year, Ontario and British Columbia have bought more than two- thirds of this segment. Quebec, one-fifth; the Prairies, 17 per cent; the Atlantic provinces, 3 per cent.
top 10 bestselling lists
• Top 10 bestselling vehicles, Canada (2005):
• Top-10 best-selling vehicles, British Columbia (2005):