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Challenging BC assumptions

by David Zatz on

A study by the University of British Columbia (UBC) School of Business, sponsored by Chrysler Canada, showed that 77% of metro Vancouver (British Columbia) residents assumed that an import brand was the best seller for the province — when, in 2013, it was actually Chrysler. They also assumed that another import brand was the second best seller; only 4% named Chrysler.

Reid Bigland, President of Chrysler Canada, said, “Our success over the past few years has not only enabled us to become the number one seller of vehicles in British Columbia last year but also in Canada so far this year, which based on this survey is clearly counter-intuitive to most people.”


80% were surprised to discover that Chrysler was atop the provincial sale charts last year.

Most respondents associated Dodge with Chrysler Canada (75%), with Jeep and Ram coming in second and third. There are around 30 automakers competing for BC customers.

In 2013, Chrysler’s BC retail sales grew 16%, beating the industry total of 10%. Chrysler’s retail market share in Canada’s westernmost province, as a hole, is now 13.5%, somewhat higher than in 2012. Across Canada, Chrysler had #1 slots in three segments, micro car (Fiat 500, 61% share); full-size minivan (combining Dodge and Chrysler, 45%); and mid-size crossover (Journey, 35%). By combining the rather disparate Wrangler, Compass, and Patriot, Chrysler Canada claimed a fourth, compact SUV, with a 45% share.

The survey fielded by UBC had six questions and was primarily conducted online, using “recorded ethnographic video.”

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