A stark reality check has emerged for Ottawa’s ambitious zero-emission vehicle agenda, as a comprehensive new survey reveals widespread skepticism among Canadian car shoppers about the government’s timeline for phasing out new gasoline-powered vehicles.
The federal government has established a mandatory target requiring all new passenger vehicles sold in Canada to be zero-emission by 2035. However, according to findings released Wednesday by automotive marketplace AutoTrader.ca, nearly two-thirds of prospective car buyers believe this goal is unrealistic.
“Canadians aren’t convinced the infrastructure or affordability factors will align with the government’s timeline,” says Baris Akyurek, Director of Marketing Intelligence at AutoTrader. “While interest in electric vehicles continues to grow incrementally, the gap between government ambition and consumer readiness remains substantial.”
The survey of 1,000 Canadian car shoppers found that 64% believe the 2035 target cannot be achieved, with concerns centered primarily around charging infrastructure limitations and vehicle affordability. These findings arrive as Statistics Canada data shows zero-emission vehicles represented 9.8% of new vehicle registrations in the second quarter of 2023—a figure that would need to accelerate dramatically to meet federal targets.
Beyond skepticism about the timeline, the survey revealed persistent anxieties affecting electric vehicle adoption. Range anxiety topped the list of concerns at 67%, followed closely by worries about charging infrastructure accessibility (65%). Perhaps most significantly, 58% of respondents cited the higher purchase price of electric vehicles as a major barrier to adoption.
“The economic calculus remains challenging for many consumers,” explains Akyurek. “While overall operational costs may favor electric vehicles long-term, the upfront investment continues to be prohibitive for a significant portion of the market.”
Regionally, the survey exposed significant disparities in EV interest across Canada. British Columbia led with 75% of shoppers expressing interest in electric vehicles, followed by Quebec at 68%. In stark contrast, interest levels in the Prairie provinces ranged from 46% to 51%, highlighting how geography, climate, and local infrastructure heavily influence consumer attitudes.
Despite these challenges, there are signals of gradual progress. The survey found that 59% of Canadian car shoppers are now considering an electric vehicle for their next purchase—a modest increase from previous years. Additionally, awareness of federal incentives has improved, with 66% of respondents now familiar with available rebates for zero-emission vehicles.
Industry experts suggest that meeting the 2035 target will require coordinated efforts between government, manufacturers, and utilities to address the fundamental concerns identified in the survey. Recent federal investments in charging infrastructure and manufacturing capacity represent steps in this direction, but the survey results indicate more comprehensive approaches may be needed.
“We’re witnessing a fundamental transformation of our transportation ecosystem,” says Dr. Joanna Reid, mobility researcher at the University of Toronto. “The transition to zero-emission vehicles isn’t just about changing what powers our cars—it requires reimagining infrastructure, policy frameworks, and consumer expectations simultaneously.”
As Canada navigates this complex transition, the survey results raise a critical question for policymakers and industry leaders alike: Will Canada’s approach to zero-emission vehicles evolve to address consumer concerns, or will consumer attitudes need to shift more dramatically to align with established federal targets?
