The gap between vehicles Canadians search, buy

Canadian car shoppers are prioritizing value over prestige heading into 2026, according to new year-end data.

AutoTrader’s report showed a widening gap between what Canadians search for and what they ultimately buy, signalling a reset in consumer demand patterns likely influenced by economic conditions.

While performance and luxury models such as the Ford Mustang, Chevrolet Corvette and Porsche 911 continue to attract attention online, none made AutoTrader’s Top Sold list for 2025. Instead, practical vehicles dominated purchases, led by the Ford F-150, Toyota RAV4 and Honda CR-V. Luxury searches fell 11 per cent year over year, reinforcing the trend toward attainable options.

The Top Searched list for 2025 included aspirational models alongside mainstream favourites, with the Ford F-150, Toyota RAV4 and Honda Civic ranking first, second and third. However, the Top Sold list tells a different story: the Ford F-150 retained its top spot, followed by the Toyota RAV4, Honda CR-V, Dodge Ram 1500 and Honda Civic. Other strong sellers included the Nissan Rogue, Ford Escape and Toyota Corolla.

Pricing trends also shaped consumer priorities. Despite tariff pressures and inventory challenges, new vehicle prices decreased nearly three per cent year over year, averaging $63,665. Used vehicle prices rose slightly to $35,494. Improved new car inventory and a gradual increase in used supply helped stabilize prices, though AutoTrader expected used inventory to remain tight until at least late 2027.

Electric vehicle adoption continues to stall despite growing curiosity. EV searches climbed to nine per cent, but willingness to buy dropped to 42 per cent, while hybrid consideration surged to 62 per cent. SUVs remain dominant, accounting for 42 per cent of all searches — their highest share in three years — and making up 52 per cent of used listings and 60 per cent of new inventory on AutoTrader.

The report also pointed to technology as a major driver of future innovation, with automakers accelerating features such as hands-free driving, smarter charging, AI integration and vehicle-to-grid capabilities.

Image credit: Depositphotos.com

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