No big savings in cross-border auto buying, study says
GREG KEENAN
Globe and Mail Update
September 17, 2007 at 5:45 PM EDT
Buying vehicles in the United States with a Canadian dollar that is almost at par will not generate massive savings for most car buyers, says a study of prices in Canada and the United States compiled by industry analyst Dennis DesRosiers.
Vehicle pricing has become a hot issue with the rise in value of the Canadian dollar, the president of DesRosiers Automotive Consultants Inc. said Monday, but “in all of our ‘popular' segments … the price gap between Canada and the U.S. narrowed in 2007.”
Those segments are subcompact and compact cars, compact sport utility vehicles, minivans and full-sized pickup trucks which, combined, represent two-thirds of the vehicles Canadians buy annually.
“This means that for the vast percentage of cars and trucks being purchased by Canadians, the vehicle companies are not ripping consumers off,” he said in a report to clients issued Monday.
In compact cars, the largest market segment in Canada, the difference in price between the average car in the two countries is $221, he said.
There are, Mr. DesRosiers acknowledged, still major gaps in some categories, including luxury sports cars, where a trip to a U.S. dealer will save a Canadian buyer almost $14,000 on average.
Auto makers in Canada have been more aggressive than their counterparts in the United States in offering incentives to consumers this year, he noted.
“We now believe that the use of incentives has been their favourite route for transferring some of this exchange rate advantage to consumers,” he said.
Consumers have reported saving thousands of dollars by purchasing vehicles in the U.S., but the subject is a touchy one among auto makers, in part because of a class-action suit brought by U.S. consumers against the U.S. and Canadian arms of several auto makers in 2003.
That lawsuit came after the Canadian dollar plunged to record lows and Americans imported more than 200,000 vehicles from Canada two years in row – 2001 and 2002. The vast majority of those are believed to have been used cars and trucks.
“We need to keep educating the consumer in what the real costs are of selling a vehicle in Canada,” said one dealer who owns a variety of outlets, most of them selling vehicles imported from outside North America and thus carrying a hidden duty of 6.1 per cent.
Consumers should remember, this dealer said, that when the Canadian dollar was trading in the 65-cent range during the earlier part of this decade, vehicle companies didn't raise their prices in Canada to compensate.
The number of vehicles imported into Canada from the United States exploded last year, according to the North American Automobile Trade Association, hitting a high of 112,826, compared with a little more than 21,000 in 1996.
But that number includes both used and new vehicles and Mr. DesRosiers believes the vast majority of the 2006 figure consists of used vehicles brought across the border, not new vehicles purchased in the U.S. then imported.