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News   May 17, 2018   by Allan Janssen

Survey finds Canadian car owners prioritize performance over appearance

CarGurus survey finds Canadians value function over flash when it comes to their vehicles.


A recent survey by a Massachusetts-based vehicle marketer suggests that Canadian car owners are less concerned with aesthetics and more concerned with reliability when it comes to their cars.

CarGurus says Canadians value function over flash, taking pride in ensuring their cars perform well and last long.

According to the survey of 1,000 Canadians, 49 per cent said they take more pride in how well their vehicle runs as opposed to aesthetics like its cleanliness or exterior appearance. Nearly two-thirds said they take a lot of pride in their car and its condition, and 30 per cent said personal pride is the top reason they’re motivated to keep their car in good condition.

When asked which factor would mostly likely prompt someone to consider buying a new car, 76 per cent chose reliability. Relatively few respondents selected choices like minor body damage on their vehicle, or the availability of new model releases as important factors.

This is not to say that appearance is not completely unimportant to Canadians.

Nearly half of survey respondents indicated that while they may be OK with a little mess in their cars, they do tend to judge a person by the state of their car’s interior. Smoking in the vehicle was clearly over the line for 78 per cent of respondents. They said they would not let anyone smoke in a newly purchased car.

“Buying a car is one of the largest investments a person makes, which motivates a lot of people to do whatever they can to increase the longevity of the vehicle,” said Matt Smith, senior editor for CarGurus. “This survey showed Canadians’ penchant for maintaining performance and their prioritization of reliability, revealing a sense of pride in getting the most out of their investment.”

CarGurus was founded in 2006 as a global online automotive marketplace connecting buyers and sellers of new and used cars.