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The rise of light-duty trucks in Canada : Reversing the trend

actu - rapport vuss

While Canada has committed to the Paris Agreement and presents itself as an international climate leader, the country remains one of the largest polluters per capita in the world and is not on track to meet its various greenhouse gas (GHG) emission reduction targets.



In 2020, the transportation sector accounted for one quarter of Canada's emissions, making it a key sector in the collective effort to meet the 2030 and 2050 targets. When it comes to Canadian preferences for personal vehicles, the numbers speak for themselves. Between 1990 and 2018, the number of sport utility vehicles (SUVs), pickup trucks and vans in the Canadian fleet rose by 280%. This light-duty truck segment reached a historic high of 79,9% of the new vehicle sales in 2020.


The rising popularity of light-duty trucks is incompatible with Canadian government’s GHG reduction targets. 

  • Significant problems caused by light-duty trucks include:
  • Between 1990 and 2018, GHG emissions from light-duty trucks rose by 156%, adding to the overall increase in emissions in the country (+20.9%).
  • In 2018, light-duty trucks produced an average of 31% more GHGs per kilometre than standard automobiles, and this was the only area in which emissions did not decline in 2020, despite the COVID-19 pandemic.
  • They exert greater pressure on road infrastructure and exacerbate traffic congestion issues.
  • They increase the danger in collisions with other vehicles: accidents involving pickup trucks and SUVs are 158% and 28% more likely to result in the death of the driver of another vehicle than accidents involving smaller cars.
  • Because of their height, the injuries caused by SUVs to adult pedestrians in the event of collisions are more severe and are nearly twice as likely to produce hip or leg injuries, when compared to collisions with smaller cars.
  • On average, SUVs are much more expensive than smaller cars, adding to the overall Canadian household debt. They can cost up to 40% more to purchase and 15% more to fuel.



It is in this context that Équiterre, in collaboration with Polytechnique Montréal and CIRANO, has launched a wide-ranging study consisting of a series of reports on the increase in the number of light-duty trucks in Canada. The objective of this research is to understand the growing preference on the part of the Canadian public for energy-inefficient, oversized light-duty trucks, and to propose solutions to reverse this trend.

Limitless: Automotive Advertising in Canada

The first report explores the advertising strategies and practices used by the automobile industry to promote light-duty trucks. 

It answers the following questions:

Équiterre’s recommendations


“We have a collective addiction to light-duty trucks. We now need a shock treatment to get us off them. While most sectors are reducing their GHG emissions, Canada is still behind on its climate targets and emissions from the transportation sector are increasing. Advertising practices are exacerbating this trend." – Andréanne Brazeau, Mobility Analyst

In order for Canada to move effectively to carbon neutrality by 2050, it is imperative that governments take an active role in aligning the regulatory framework for automobile-industry advertising with the country's climate goals, as well as in shifting consumer transportation choices.

Here are Équiterre’s key recommendations to the federal government:

1. Acknowledge that the increase in light-duty trucks is a public health and safety issue.
2. Establish an independent, multi-sectoral panel of experts to advise and accompany governments.
3. Draw on existing advertising restrictions (tobacco, speeding, advertising to children) as a model.
4. Gradually increase regulations on automotive advertising and spending.

  • Create a Canadian automotive code of advertising that includes a requirement to display CO2 emissions or fuel consumption as well as the full retail price, and restricts the depiction of nature.
  • Establish a mechanism to validate the content of automotive advertising prior to release.

 5. Undertake campaigns to promote sustainable mobility.



By Polytechnique Montréal



The rise of light-duty trucks in Canada : Reversing the trend 

For further study
A Feebate System to Promote Clean Vehicles in Canada

Financial assistance

Équiterre received funding from the Contributions Program for Non-profit Consumer and Voluntary Organizations. The views expressed in the report are not necessarily those of Innovation, Science, and Economic Development Canada or the Government of Canada.



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