With approximately 84% of new vehicle sales in Quebec from foreign nameplates, Canadian shops and distributors must adapt their offering now

According to Lang Marketing’s analysis, foreign nameplates now account for the majority of light vehicles in operation in the United States, following a 34-million-unit surge between 2015 and 2025. However, in Canada — and particularly in Quebec — this trend is even more pronounced: Asian brands (Toyota, Honda, Hyundai, Kia, Nissan and others) accounted for approximately 61% of new vehicle sales in Quebec in 2024, European brands for 23%, and North American brands for just 16% — meaning roughly 84% of sales came from foreign nameplates. Toyota set a Canadian sales record in 2025 with 249,445 vehicles sold.

A two-speed aftermarket

This reality is reflected directly in parts and service sales. According to Lang Marketing, foreign nameplate products recorded annual volume growth of over 5% in the U.S. between 2015 and 2025 — more than double the overall market pace — while domestic nameplate aftermarket products declined at an annual rate of over 1%. Foreign specialist repair outlets and the Import distribution channel posted the sector’s strongest growth rates — a trend that applies directly to the Canadian market.

A clear signal for Canadian shops and distributors

With 24.6 million light vehicles registered in Canada in 2024, and a strong majority of foreign nameplates in that fleet, shops that develop expertise in foreign nameplate vehicles and distributors that expand their parts coverage for these models are well-positioned to capture growing demand. Lang Marketing projects this trend will intensify through the end of the decade.

Photo by Hyundai Motor Group