Kijiji study reveals car buying habits
TORONTO, ON—Canadians have more on their minds than fuel economy and cargo space when buying their cars. An international study of more than 10,000 drivers from 10 countries places more Canadian drivers in the category of “Image Seekers” than any of the report’s other driver personas, and above the global average in this category.
The report, done for online classifieds site Kijiji, categorizes Canadian and international drivers among seven different personas based on driver habits and opinions, as follows:
“When it comes to Canadian drivers, Image Seekers have overtaken Efficiency Seekers, though many stereotypically modest Canadian traits continue on the road,” says Scott Neil, head of autos, Kijiji Canada.
While Image Seekers and Performance Seekers combined account for close to half (44 percent) of Canadian drivers, as a nation, we are still understated when it comes to the cars we covet. When asked to list their “dream vehicle”, Canadians gravitate to more modest luxury brands such as BMW (14 percent), Mercedes-Benz (11 percent), or Lexus (nine percent) versus supercars like Lamborghini (six percent), Ferrari (four percent), or Rolls-Royce (four percent).
Notwithstanding our tendency to value style slightly above substance, when it comes to colour, Canadians prefer classic, neutral tones over bright and bold. Sensible silver is the most popular car colour in Canada, preferred by 18 percent of drivers, followed by basics blue and black (15 percent each) and good old grey (14 percent). Just 11 percent of us opt for racy red.
As a nation, Canadians also approach car buying pragmatically, with nine out of 10 (89 percent) acknowledging that a new car’s value depreciates when driven off the lot.
When it comes to new versus used vehicle purchases:
The Kijiji study also reveals that, once behind the wheel, Canadians are more careful and conscientious on the road compared to the global average:
The International Car Survey was conducted this year by Redshift Research among a sample of 10,054 drivers from Argentina, Australia, Canada, Colombia, Denmark, France, Germany, Italy, Netherlands and the UK. From the Survey, 1,016 Canadian interviews were conducted. The margin of error for the Canadian sample is +/- 3.1% 19 times out of 20.