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Research Outline
Prepared for Francheska G. | Delivered April 15, 2020
Canadian Car Culture Research
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Goals
To provide a profound understanding of the Canadian automotive landscape including psychological differences between a Canadian mindset in the automotive space versus the American mindset.
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Early Findings
Canadians Attitudes on Cars
According to Ipsos research, Canadians are emotionally
attached
to their cars. They view their cars as more than a way to get them from one location to another.
According to the research,
77%
of Canadians "agree with the sentiment that their car reflects who they are". Others (
59%
) are passionate about their vehicles/motorbikes/trucks.
Given a choice, the majority of
Canadians
would prefer to continue using their present cars.
Canadian Vs American Mindset
According to PR Newswire, an average American driver drives for about
10 hours
a week while an average Canadian "drives for
380 hours
per year " (less than 8 hours per week).
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