CarGurus Survey Finds Canadians Value Function Over Flash When It Comes To Car Care

CAMBRIDGE, Mass., May 9, 2018 – CarGurus, a leading online automotive marketplace, today released a survey uncovering what Canadians prioritize when it comes to vehicle upkeep. The survey’s findings showed that Canadian car owners care most about keeping their cars performing well and lasting long.

There’s no shortage of Canadian car pride

When it comes to car care it’s not about keeping that new car smell, it’s about keeping that new car driving.
• When asked what they are most proud of about their car, 49 per cent said how well it runs as opposed to aesthetics like its cleanliness or exterior appearance.
• 62 per cent said they take a lot of pride in their car and its condition.
• 30 per cent of Canadians say personal pride is the top reason they are motivated to keep their car in good condition.

It’s not easy to say goodbye

Most Canadians don’t want to think about a new car until they have to.
• When asked which factor would mostly likely prompt someone to consider buying a new car, 76 per cent chose reliability.
• Few respondents selected choices like new model releases (5 per cent) or dents and damaged bodywork (5 per cent) as important factors.
• All it takes for 7 per cent of Canadians to consider buying a new car is for their current model to stop feeling new or exciting.

This is a no smoking zone

Canadians are OK with a little mess in their cars, but draw the line at cigarette smoke.
• 78 per cent of Canadians would not let anyone smoke in a newly purchased car.
• Only 9 percent were most likely to forbid eating, followed by pets (6 per cent) and kids (3 per cent).
• Nearly one third of respondents said they clean their car’s interior less often than every 4 months.

Don’t judge a car by its clutter

Canadians take pride in their car’s condition and notice if others do too.
• 45 per cent agree that they judge a person by the state of their car’s interior while just 21 per cent disagree.
• 33 per cent agree that they judge a person by the condition of their car’s exterior while just 24 per cent disagree.

“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.”

Methodology

These findings are based on an online survey of 1,000 randomly selected Canadians, 18 years of age or older. The survey was carried out by Google Surveys and issued in March 2018.

About CarGurus

Founded in 2006, CarGurus (Nasdaq:CARG) is a global, online automotive marketplace connecting buyers and sellers of new and used cars. The Company uses proprietary technology, search algorithms and data analytics to bring trust and transparency to the automotive search experience and help users find great deals from top-rated dealers. CarGurus is the largest automotive shopping site in the U.S. by unique monthly visitors (source: ComScore Media Metrix Multi Platform, March 2018). In addition to the United States, CarGurus operates online marketplaces in Canada, Germany, Italy, and the United Kingdom. To learn more about CarGurus, visit www.cargurus.ca.

CarGurus® is a registered trademark of CarGurus, Inc.

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