Market Analysis:

Ukrainian immigrants are among the largest and most established ethnic communities in Canada.
According to Statistics Canada, as of 2021, over 1.5 million people in Canada identify as
Ukrainian, making it the ninth-largest ethnic group in the country. A significant portion of these
immigrants reside in the province of Ontario, which is also home to a large number of car
dealerships.
According to a report by the Canadian Automobile Dealers Association (CADA), the Canadian
auto industry saw record sales in 2021, with a total of 1.8 million new vehicles sold. The report
also notes that immigrant communities are a significant driver of car sales in Canada. Ukrainian
newcomers represent a significant market for car dealerships, particularly in Ontario, where a
large number of Ukrainian immigrants reside.

SWOT Analysis:
Strengths:
• Ukrainian newcomers are often motivated to purchase a car as a symbol of their new life
in Canada and as a means of transportation to access work and other opportunities.
• Ukrainian immigrants have a strong work ethic and are often successful in establishing
themselves in their new country, leading to increased purchasing power and the ability to invest
in big-ticket items like cars.
• Ukrainian immigrants are often loyal to businesses that cater to their community and
values, which can lead to repeat business for car dealerships that build strong relationships with
this market.
Weaknesses:
• Language barriers may be a challenge for some Ukrainian newcomers when shopping for
a car, particularly if they are not fluent in English or French.
• Lack of familiarity with Canadian driving laws and car insurance requirements may make
Ukrainian newcomers hesitant to purchase a car, particularly if they have never owned a car
before.
Opportunities:
• Car dealerships that provide materials in Ukrainian and have Ukrainian-speaking sales
staff may have a competitive advantage in attracting and retaining Ukrainian customers.
• Offering financing options and flexible payment plans may make car ownership more
accessible and affordable for Ukrainian newcomers.
• Providing educational resources on Canadian driving laws and car insurance
requirements may alleviate some of the concerns Ukrainian newcomers may have when
purchasing a car.
Threats:
• Competition from other car dealerships that may also be targeting the Ukrainian
newcomer market.
• Economic uncertainty and fluctuations in the Canadian auto industry may make
Ukrainian newcomers more cautious about making large purchases like cars.