An open letter to Toyota, Honda, Bombardier, and other vehicle manufacturers.
Thank you very much for making the decision about which vehicle to buy very easy. There are plenty of choices available for anyone looking to buy a new car, motorcycle, or snowmobile, and your three companies have done an admirable job in removing yourselves from consideration. Specifically, from my consideration when it comes time to buy a new vehicle.
The decision to hamstring Canadians who wish to take advantage of a strong dollar by purchasing vehicles in the United States is despicable and extremely short-sighted. Shame on Bombardier for telling dealers in the U.S. that snowmobiles and ATVs cannot be sold to Canadians. Shame on Toyota and Honda for the farce that cars sold in the U.S. are not safe to drive in Canada. Shame on any manufacturer that refuses to honour its warranty because the owner bought a car in a different country. Shame on any motorcycle maker that has predatory price differentials.
I do understand that cars and motorcycles are big ticket items, and that by losing sales in Canada, you’ll be losing money. I do understand that vehicle prices in the U.S. are among the cheapest in the world, and that when you set prices in Canada, you look at the worldwide average. I also know that by leasing vehicles to customers, you have set yourselves up with some unforeseen financial consequences.
But you should understand that as a Canadian, I’m not going to price-compare any item to what it costs in Europe. As a Canadian, the only other market that matters in the U.S. Cross-border shopping is a long tradition, especially since most Canadians can drive to the U.S. in a few hours, and it’s only natural that as the Canadian dollar strengthens, and the price differential between the two countries grow, that it’s just going to make sense to head south to shop.
Your decision to impede Canadians in their desire to buy a cheaper vehicle is a huge mistake, and I hope it comes back to haunt you. I was not planning to buy a new vehicle this year or next, but I now know I will NOT be entering a Toyota, Honda or Bombardier dealership when it is time for me to buy a new car or motorcycle. No matter how safe, or fuel-efficient or well-rated your fleet, I will not be buying. I will go so far as to say that on my current Toyota car, I will never again visit the dealership for servicing, and if any parts should need replacing, I will ask my independent mechanic to use non-OEM parts whenever possible.
You are treating the Canadian public with contempt. We will remember.