CarGurus Survey Finds Canadians Value Function Over Flash When It Comes To Car Care
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.
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About CarGurus, Inc.
CarGurus (Nasdaq: CARG) is the leading multinational automotive platform helping consumers and dealers confidently buy and sell vehicles. Founded in 2006 with a mission to bring more trust and transparency to car shopping, CarGurus is the No. 1 visited automotive shopping site in the U.S.(1) with the largest selection of inventory and network of dealers(3). CarGurus’ unmatched selection, trusted automotive insights, and data-driven products and solutions support each shopper’s journey — from online research and shopping to in-dealership decisions — to empower them at every step. And, by translating data from billions of monthly site interactions, CarGurus provides dealers a personalized, predictive intelligence platform with software solutions that helps them run their businesses more efficiently and profitably at all stages of inventory acquisition and pricing, marketing, and conversion to sale.
CarGurus operates online marketplaces in the U.S., U.K., and Canada. The company’s network of brands includes PistonHeads, the largest online motoring community in the U.K.(4), and Autolist, a U.S.- based online marketplace.
To learn more about CarGurus, visit www.cargurus.com.
CarGurus® is a registered trademark of CarGurus, Inc.
All other product names, trademarks, and registered trademarks are the property of their respective owners.
1) Similarweb: Traffic and Engagement Report {Cars.com, Autotrader.com, TrueCar.com, CARFAX.com Listings (defined as CARFAX.com Total Visits minus Vehicle History Reports)}, Q3 2025, U.S.
2) Sensor Tower Data: #1 downloaded Automotive Marketplace & Retailers app across all active markets (US, CA, and UK) for the last eight consecutive quarters.
3) Compared to Autotrader.com (YipitData July/August 2025), Cars.com, TrueCar.com (YipitData as of September 30, 2025), and CARFAX (Joreca as of September 30, 2025).
4) Similarweb: Traffic Insights, Q3 2025, U.K.
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