A new Canada-wide study suggests Canadian motorists are bracing for higher vehicle prices in 2026 — and that hesitation could ripple directly into the automotive aftermarket.

According to research conducted on the Angus Reid Forum for private-car rental market player Turo, three in four Canadians (75 per cent) are concerned tariffs will push vehicle prices higher. Nearly one in three say they are now less likely to purchase a vehicle because of tariff threats.

Since 2024, the share of Canadians planning to buy a vehicle within the next three years has dropped by 15 per cent.

For Canada’s aftermarket, fewer planned purchases of new vehicles typically means one thing: Canadians will hold onto existing vehicles longer. That dynamic has historically supported steady demand for maintenance and repair parts.

Trade tensions are also influencing brand preference. Seven in 10 Canadians say they would not buy an American-made vehicle until Canada–U.S. relations improve. That sentiment could shift model mix and potentially alter parts demand patterns depending on what vehicles remain in-market and in-service.

At the same time, affordability pressures are intensifying — particularly among younger drivers.

Gen Z reports the highest annual car expenses of any generation at $5,820 per year. Thirty-six per cent do not own a vehicle at all, compared to 15 per cent across all age groups. Ownership among Canadians aged 25–34 declined nine per cent year over year.

Younger drivers have traditionally formed the next wave of used-vehicle buyers — and therefore future aftermarket customers. If they delay ownership or opt out entirely, long-term service demand patterns could evolve.

Cost pressures are also changing behaviour behind the wheel.

While average annual ownership costs declined nine per cent to $4,999, 77 per cent of Canadians say their monthly car expenses exceed what they can afford — up 10 per cent from last year. More than half (56 per cent) report altering usage habits to cut costs, with 32 per cent driving less.

Canadians are expected to drive 409 hours in 2026, down from 414 hours in 2025.

Reduced vehicle usage may slow wear-and-tear cycles for some categories such as brakes and tires. However, longer ownership cycles often increase demand for aging-vehicle components — steering, suspension, cooling and electrical — supporting a mature-parc parts mix.

Perhaps most disruptive is the rise of long-term rentals, which pushes demand into Turo’s space. According to the survey, forty-one per cent of Canadians say they would consider renting a vehicle for an extended period, and Turo reports a 100 per cent increase in Canadian long-term bookings over the past 12 months, which may itself provide “fleet-adjacent” opportunities for the aftermarket.

For Canada’s aftermarket the report points to growing ownership uncertainty, but continued acceptance for vehicles as essential.

This, of course, good news for aftermarket players even if the shifting landscape requires agility and responsiveness to keep pace.

Interested readers can access the full report here: State of Car Ownership in Canada ’26 Study.