The news: Eight in ten Canadians would rather automakers make vehicles more affordable than add new technology. That's the headline of a CarGurus report based on a Leger online survey of 1,538 Canadian adults, done September 4 to 7, 2026. Asked what they most want improved over the next 5 to 10 years, 43% said better fuel economy, 40% said more affordable options and 39% said more durable or reliable vehicles. Longer EV range was picked by 18%. On technology, 63% said touchscreens are too distracting and want more physical controls back, 60% don't want more AI-powered features, and 71% wouldn't pay a monthly or annual subscription for advanced features. Canadian Auto Dealer, reporting the CarGurus survey
What it means: None of this surprises me. The first three questions I get on the floor are what it costs, what it uses in fuel and how long it will last. Nobody opens with the size of the screen. What the survey adds is a number. When 80% of people say the same thing, it stops being a preference and becomes the market. It also lines up with the other data from this month. Used compact cars were the one car segment gaining value at wholesale. New vehicle sales are up four months in a row, but the year is still slightly behind 2025 and DesRosiers expects a softer fourth quarter. Shoppers are still buying. They're buying smaller, and they're counting every dollar.
The survey also asked about vehicles from Chinese brands. 59% said they'd be comfortable buying one in Canada if it met the same safety standards as other vehicles sold here. Among 18-to-34-year-olds that rises to 69%. I read that as a statement about price more than about any one brand. A buyer who feels priced out will look at whatever fits the budget.
My prediction: Honda’s Canadian sales for October through December 2026 will total more than its sales for the same three months of 2025, even if the overall market is down for the quarter, because the three things shoppers say they want most are fuel economy, a lower price and reliability, and that's where compact cars and hybrids compete. Honda’s September sales in Canada were up 11.8% from a year earlier. I’ll be wrong if Honda’s reported fourth-quarter total is below last year’s.
If you’re buying right now: Shop the way the survey says most people think. Set the budget first. Compare the price, the fuel use and the resale value before the feature list. Then pick the lowest trim that has the features you'll use every day, and try the controls you touch most while you're sitting in the car. This month’s Honda offers in Canada shows where the current rates and incentives are. If a new one doesn't fit the budget, today’s best pre-owned Honda shows what’s on the used lot this week.
Quick answers
What do Canadian car buyers want most in 2026?
In a Leger survey of 1,538 Canadians done for CarGurus on September 4 to 7, 2026, 80% said automakers should focus on making vehicles more affordable rather than adding new technology. Asked what they want improved over the next 5 to 10 years, 43% picked better fuel economy, 40% picked more affordable options and 39% picked durability and reliability.
Do Canadians want more touchscreens and AI features in cars?
Most don't. In the same CarGurus survey, 63% said touchscreens are too distracting and want more physical controls back, 60% said they don't want more AI-powered vehicle features, and 71% said they wouldn't pay a monthly or annual subscription for advanced features.
How should I shop if price matters more to me than features?
Start with the total cost, not the feature list. Compare the price, the fuel use and what the vehicle is likely to be worth later, then pick the lowest trim that has the features you'll use every day. Sit in the car and try the controls you touch most before you decide.
Want the numbers on a car that fits your budget?
Tell me the budget and how you drive. I’ll send back the trims that fit and what each one costs to own.
Henry Chen
Sales and Leasing Executive, Maple Honda
89 Auto Vaughan Dr, Maple, ON L6A 4A1
647-523-6878 · henry@maplehonda.com
Sources: Canadian Auto Dealer, October 7, 2026, reporting the CarGurus Vehicle Preferences Report (Leger online survey of 1,538 Canadians, September 4 to 7, 2026). September sales figures: DesRosiers Automotive Consultants and GoodCarBadCar, October 2026. Predictions are my personal read, not Honda Canada policy.
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