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January 28, 2025
While electric vehicles (EVs) continued to appeal to Canadian car shoppers in 2024, widespread adoption remains low, according to data from AutoTrader.
The data revealed that search interest in EVs grew by nine per cent this year, yet still represents just eight per cent of total vehicle searches on the platform.
Despite this increased interest, purchase consideration for EVs has declined for the second consecutive year. A March 2024 study by AutoTrader found only 46 per cent of non-EV owners were open to buying an EV, down from 56 per cent in 2023 and 68 per cent in 2022, with Tesla, Ford and Audi continuing to lead EV searches.
Regional trends show a strong correlation between EV interest and government incentives. British Columbia and Quebec lead the country, with EVs making up 11 per cent and 10 per cent of total vehicle searches, respectively. In Quebec, where a $7,000 rebate was available until last year — it has dropped to $4,000 for 2025 and will be entirely eliminated by 2027— EV demand has grown, as consumers seek to take advantage of the rebate before it phases out.
While EV adoption remains a challenge, hybrids are gaining traction. Among those considering electric vehicles, 62 per cent are now looking at hybrid electric vehicles (HEVs) and 60 per cent at plug-in hybrid electric vehicles (PHEVs), surpassing the 50 per cent considering fully electric battery vehicles (BEVs). This shift is reflected in a 12 per cent year-over-year increase in listings for electric and hybrid vehicles on AutoTrader.
Where interest is growing as EVs tail off
Derek Clouthier
While electric vehicles (EVs) continued to appeal to Canadian car shoppers in 2024, widespread adoption remains low, according to data from AutoTrader.
The data revealed that search interest in EVs grew by nine per cent this year, yet still represents just eight per cent of total vehicle searches on the platform.
Despite this increased interest, purchase consideration for EVs has declined for the second consecutive year. A March 2024 study by AutoTrader found only 46 per cent of non-EV owners were open to buying an EV, down from 56 per cent in 2023 and 68 per cent in 2022, with Tesla, Ford and Audi continuing to lead EV searches.
Regional trends show a strong correlation between EV interest and government incentives. British Columbia and Quebec lead the country, with EVs making up 11 per cent and 10 per cent of total vehicle searches, respectively. In Quebec, where a $7,000 rebate was available until last year — it has dropped to $4,000 for 2025 and will be entirely eliminated by 2027— EV demand has grown, as consumers seek to take advantage of the rebate before it phases out.
While EV adoption remains a challenge, hybrids are gaining traction. Among those considering electric vehicles, 62 per cent are now looking at hybrid electric vehicles (HEVs) and 60 per cent at plug-in hybrid electric vehicles (PHEVs), surpassing the 50 per cent considering fully electric battery vehicles (BEVs). This shift is reflected in a 12 per cent year-over-year increase in listings for electric and hybrid vehicles on AutoTrader.
