Accelerating the Move to EV - What is the Impact on Canada? - 2021 Environics Analytics
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Accelerating the Move to EV
What is the Impact on Canada?
©2021 Environics Analytics
Housekeeping
• Listen-only mode for attendees
• Use Q&A feature to submit your questions
• Questions will be visible to all attendees, but there is an option to
submit anonymously
• Presentation recording will be available on our website at
environicsanalytics.com/resources/webinars
2 ©2021 Environics Analytics
Meet our Presenters
Vito De Filippis Tanishah Nathoo Andrea Nuesser Jeremy Hewitt Michael Kopke
Vice President, Account Senior Manager, Integrated Director, Customer Strategy Assistant Deputy Minister, Director of Marketing
Management Marketing Climate Action Secretariat,
Hydro One Ministry of Environment and KIA Canada
Environics Analytics Hydro One Climate Change Strategy
British Columbia
3 ©2021 Environics Analytics
Are We at a Turning Point for EV Adoption?
• A brief overview of the electric vehicle industry
• Who is the current electric vehicle consumer?
• Where is adoption likely to go next?
• What are the implications on where energy demand
will increase faster than others?
• What should businesses be prepared for?
4 ©2021 Environics Analytics
Industry Overview 2020
Approx. 50K new ZEVs (Zero Emission Vehicles) registered in Canada in 2020
Although automotive sales were down due to COVID-19, ZEV sales were up 16%
95% of ZEVs were sold in Canada’s three biggest provinces: British Columbia, Ontario and Quebec
Quebec is the provincial leader with 26K ZEVs registrations in 2020; half of all ZEV registrations
Canada has a clean power grid - 80% low-to-no GHG Emissions Electricity. The move to electric
vehicles would create massive emission reduction
Source: Environics Analytics (AutoView); “Zero-emission vehicle market share in Canada rose to 3.5 per cent in 2020, according to StatsCan’s official release”; Chargepoint 2021
5 ©2021 Environics Analytics
Government Investment
The Government of Canada has set ambitious targets: 10% of sales by 2025, 30% by 2030
and 100% by 2035 and invested over $1 Billion to support charging, hydrogen refueling stations
and purchase incentives
• Federal Incentive program: $2,500 – $5,000
• BC, Nova Scotia and Ontario provide an additional $500 – $3,000
• Quebec is providing up to $8,000 in additional incentives
• BC and Quebec also have local incentive programs in some regions such as Nanaimo, Whistler,
Dorval and Sherbrooke
Source: nrcan.gc.ca – Zero Emission Infrastructure Program
6 ©2021 Environics Analytics
Sizing the Market – 2020
Total Industry 1.3M vehicles
-16% YoY
Green Vehicles* 105K vehicles (8%)
+13% YoY
ZEVs* 50K vehicles (3.5%)
+16% YoY
Electric
Vehicles
36K vehicles (2.7%)
+23% YoY
*Excludes Hydrogen Fuel
7 ©2021 Environics Analytics
Market Breakdown – Municipalities
The top 10 municipalities in Canada represent a third of all pure electric vehicle sales
CSD - Municipality PR YoY 2020 Electric Vehicle Registrations Index
Toronto ON 53% 2,313 79
Vancouver BC 10% 1,945 269
Montréal QC 50% 1,858 95
Surrey BC 1% 1,525 353
Laval QC 46% 977 246
Richmond BC 4% 827 434
Burnaby BC -2% 725 302
Mississauga ON -18% 714 117
Québec QC 47% 675 109
Ottawa ON 66% 596 60
Source: Environics Analytics (AutoView)
8 ©2021 Environics Analytics
What Consumers are Thinking…
Availability 62% of Canadians intend to make their purchase within the next five years
Incentives 70% of all Canadians are looking for tax and/or automotive company incentives to buy an EV
Longevity 77% of all Canadians want their EV to run for a minimum of 400 km on a full battery
Reliability 67% are concerned about reliability in cold weather
Costs 53% worry EVs could too expensive to maintain given electricity prices
KPMG in Canada surveyed 2,000 Canadians from January 8 to January 13 leveraging the
AskingCanadians panel by Delvinia through their methodify online research automation platform
9 ©2021 Environics Analytics
Panel Discussion
The topic of EVs has been getting more attention in 2021 than ever before.
What do you think is driving this?
©2021 Environics AnalyticsWho is the Electric Vehicle Buyer in
Canada?
©2021 Environics AnalyticsUsing PRIZM to Understand the Market
Electric Vehicle
Owner
12 ©2021 Environics AnalyticsThe Electric Vehicle Market 2020 and Beyond
Current EV Market Future Opportunity
Characteristics Considered
- 61% of EV Sales in 2020 - 18% of EV Sales in 2020
• Growth in EV Sales
- 33% of HH in Canada (4.9M) - 19% of HH in Canada (2.9M)
• Consider a fully electric vehicle in the next 5 years
- 23% YoY Growth - 46% YoY Growth
• Refuse To Buy A Car That Is Not Fuel Efficient
• Wait until technology becomes cheaper
• Keep Up On The Latest Advances In Auto-Tech
• Prepared to make compromises for the environment
Suburban Multicultural Upscale Younger Older Young Urban
Quebec Families Families Families Francophone Francophone Singles & Couples
13 ©2021 Environics AnalyticsWho are the Electric Vehicle Owners?
Suburban Quebec Families
• 26% of EV Sales
• 11% of HH - Higher incomes than the average household
• 40% YoY growth
- Middle-Aged and Older Lifestages
- Families with older children
Multicultural Families
• 21% of EV Sales - Own homes in affluent neighbourhoods
• 13% of HH
• 11% YoY growth
- All have stated they would definitely buy an EV
as their next vehicle
Upscale Families
• 14% of EV Sales
• 9% of HH
• 16% YoY growth
14 ©2021 Environics AnalyticsAre all EV Buyers the Same?
Suburban Quebec Families
• Care about fuel efficiency… not necessarily the environment
- Nissan Leaf, Tesla 3, Hyundai Ioniq
• Car enthusiasts and Kona, Chevy Bolt, Kia Niro
• Want to show their social status
Multicultural Families
• Want to show their social status - Nissan Leaf, Tesla 3, Tesla Y, Porsche
• Focused on the brand and aesthetics of what they buy Taycan
• Also purchased hybrids at high rates
Upscale Families
• Concerned for the environment – live an eco-friendly lifestyle
• Willing to pay more for cars that make them stand out - Tesla Y, Tesla X, Porsche Taycan
15 ©2021 Environics AnalyticsGeographic Insights
Québec, QC 7%
Suburban Laval, QC 7% - 25% in top 5 markets
Quebec Families Montréal, QC 5%
- Suburbs and Towns
Gatineau, QC 4%
Lévis, QC 3%
Toronto, ON 20%
Multicultural Mississauga, ON 8% - 47% in top 5 markets
Brampton, ON 7%
Families Calgary, AB 7%
- Urban Fringe and Suburban
Edmonton, AB 5%
Toronto, ON 13%
Upscale Ottawa, ON 8% - 33% in top 5 markets
Families Calgary, AB 7%
- Urban and Suburban
Edmonton, AB 3%
Vancouver, BC 3%
16 ©2021 Environics AnalyticsPanel Discussion
How do you think that applying the segmentation lens could influence how
you approach the Electric Vehicle Market?
©2021 Environics AnalyticsWhere is Adoption Likely to go Next?
©2021 Environics AnalyticsThe Electric Vehicle Market 2020 and Beyond
Current EV Market Future Opportunity
- 33% of HH in Canada (4.9M) - 19% of HH in Canada (2.9M)
- 61% of EV Sales in 2020 - 18% of EV Sales in 2020
- 23% YoY Growth - 46% YoY Growth
Suburban Multicultural Upscale Younger Older Young Urban
Quebec Families Families Families Francophone Francophone Singles & Couples
19 ©2021 Environics AnalyticsFuture EV Opportunity
Older Francophone
• 6% of EV Sales
• 6% of HH
• 45% YoY growth
- Groups are younger and older than the
current EV consumer
Younger Francophone
• 6% of EV Sales
- Deeper urban areas (high rise condos) and
• 7% of HH
rural areas
• 54% YoY growth - Singles and Couples
- Different in terms of needs and tendencies
Young Urban Singles & Couples
• 6% of EV Sales
• 7% of HH
• 41% YoY growth
20 ©2021 Environics AnalyticsFuture EV Customer Considerations
Older Francophone
• Planning to buy an EV as their next vehicle
• Care about fuel efficiency - Nissan Leaf, Tesla 3, Hyundai Kona,
Chevy Bolt
• Nature resonates with this group
Younger Francophone
• Planning to buy an EV as their next vehicle
• Willing to pay more for Eco-friendly vehicle - Tesla 3, Chevy Bolt
• Prefer to save money while also saving the environment
Young Urban Singles & Couples
• Eco-friendly lifestyle
• Waiting until EVs become cheaper
- 0
Tesla 3, Tesla Y, Hyundai Kona,
Hyundai Ioniq
• Prefer to save money while also saving the environment
21 ©2021 Environics AnalyticsGeographic Insights
Québec, QC 6%
Older Trois-Rivières, QC 3% - 17% in top 5 markets
Francophone Sherbrooke, QC 3%
Gatineau, QC 3% - Suburbs, Town and Rural
Saguenay, QC 2%
Montréal, QC 57%
Québec, QC 9%
Younger - 78% in top 5 markets
Longueuil, QC 5%
Francophone Laval, QC 4% - Urban
Gatineau, QC 3%
Toronto, ON 29%
Young Urban Vancouver, BC 13% - 63% in top 5 markets
Montréal, QC 7%
Singles & Couples - Urban
Edmonton, AB 7%
Ottawa, ON 7%
22 ©2021 Environics Analytics©2021 Environics Analytics
©2021 Environics Analytics
©2021 Environics Analytics
Implications for Energy Consumption?
• When polled, 89% of future EV owners indicated they want charging stations installed at every
gas station, shopping mall and grocery store (KPMG)
• Mostly in the suburbs today, but will be moving into more dense urban areas and out into
smaller towns this may impact:
• Grid modernization in smaller towns away from major cities
• New condo developments, mixed-use spaces
• This trend is happening at a faster pace in Quebec where rich incentive programs are in place
26 ©2021 Environics AnalyticsWhat’s Missing from this Analysis?
• The missing piece of the story is the unique needs for
your organization
• Automotive Brand
• Regional Government Body
• An Electricity Provider
• Fuel Provider
• Other related business
• Linking your organization or brand data to this info
could open-up strategic opportunities for your
organization or industry
27 ©2021 Environics AnalyticsPanel Discussion
What are the implications of the data presented on
your plans for the future?
©2021 Environics AnalyticsQuestions?
Vito De Filippis Tanishah Nathoo Andrea Nuesser Jeremy Hewitt Michael Kopke
Vice President, Account Senior Manager, Integrated Director, Customer Strategy Assistant Deputy Minister, Director of Marketing
Management Marketing Climate Action Secretariat,
Hydro One Ministry of Environment and KIA Canada
Environics Analytics Hydro One Climate Change Strategy
British Columbia
29 ©2021 Environics AnalyticsThank you!
Thank you.
Vito De Filippis
Vice President, Account Management
Vito.Defilippis@environicsanalytics.com
30 ©2021 Environics AnalyticsYou can also read
