From today, purchases of a wide range of Canon camera products in Australia will be covered by a staggering five-year manufacturer warranty.

The new warranty applies to Canon Mirrorless, DSLR, Digital Video Camera & Lens purchases made at authorised Canon Australia resellers from today.

It’s a big deal, and follows extensive research by Canon showing there is a direct link between the perception of quality and the length of the warranty on offer.

Aussies expect a lot more from their warranty, and while you are covered by Australian Consumer Law which should protect you from any issues within a reasonable period when a company stamps their faith in a product with a longer than expected manufacturers warranty, it goes a long way to creating trust in both the brand and product.

84% of Aussie’s surveyed say they would choose a product with a longer warranty if faced with a similar product, specifications but different brands and warranty on offer.

Even more than that (87%) think a longer warranty means a higher quality product.

Consumer Technology brands like Canon could take a lot from the Car industry in this space. Kia has had tremendous success with their seven-year warranty and now more and more brands are offering long term support.

Jason McLean from Canon Australia says these new warranty periods respond to consumer needs “It is time for brands in the industry to modernise their manufacturer warranties to reflect consumer expectations of quality, trust and good value,”

“As consumers you can demand the best experience from the local brands you buy from. Know your rights as consumers and help stem the shift to a transient goods culture by supporting brands that demonstrate their confidence in the quality of the products they provide,”

Your move Nikon:)