Consumers weigh EV benefits against practical challenges. Factors such as charging time, infrastructure availability and battery safety remain key considerations in EV adoption: Deloitte

15 April 2025, National: India’s automotive industry is at a critical juncture, driven by evolving consumer preferences, digital evolution and the increasing demand for sustainability and innovation. As the sector adapts to these transformations, Deloitte has launched its 2025 Global Automotive Consumer Study – India. The study highlights that 88 percent of Indian consumers are willing to share personally identifiable information with manufacturers or third parties for features such as anti-theft tracking – significantly higher than 60 percent in the US. This signals a rising trust in data-driven and intelligent mobility solutions. Indian customers are also optimistic about tech, with 82 percent viewing AI as beneficial, and they prioritise vehicle-smartphone connectivity.

In India, 62 percent of consumers rank product quality, including safety, as their top priority when choosing their next vehicle. In addition, vehicle performance and in-car features significantly influence brand choice. Unlike developed markets such as Germany and Japan, where price dominates, Indian consumers place greater importance on quality and overall driving experience.

Other key emerging trends

• EV preferences evolving in India amid cost sensitivities: While global EV sales momentum has softened, affordability pressures are shaping consumer choices in India, prompting some to explore ICE options. Despite this, interest in hybrids (21 percent) and BEVs (8 percent) persists. Notably, 36 percent of consumers prioritise fast charging, underscoring rising expectations from EV infrastructure.

• Innovation driving brand switching: In India, 72 percent of consumers are willing to switch vehicle brands – second only to China (76 percent) and significantly higher than in the US (54 percent). Among the surveyed Indian consumers, 35 percent cite the availability of desired technology/features as the primary reason, highlighting the growing role of innovation in brand loyalty.

• Young customers prefer Mobility-as-a-Service (MaaS) over ownership due to financial concerns: A generational shift in vehicle ownership models is emerging, with 70 percent of consumers aged 18–34 open to replacing car ownership with MaaS solutions. This reflects changing mobility preferences driven by financial considerations and urban convenience.

• Growing direct-to-customer approach: Traditional dealership models face disruption as 76 percent of Indian consumers prefer purchasing vehicles directly from manufacturers. This highlights the growing influence of digital platforms and OEM-led sales channels in reshaping the car-buying experience.

About the study

The 2025 Deloitte Global Automotive Consumer Study – India examines key consumer trends shaping the automotive industry. Conducted between October and December 2024, the survey polled 1,000 Indian consumers, using an online panel methodology to gather insights from individuals of driving age. The study represents a diverse consumer base, with 40 percent aged 18–34, 35 percent aged 35–54 and 25 percent aged 55 or above. Gender distribution is nearly equal, comprising 52 percent male and 48 percent female respondents. The study also accounts for geographical diversity, with 75 percent of respondents from urban areas, 17 percent from suburban regions and 9 percent from rural locations. With a margin of error of ±3.1 percent, the report provides data-driven insights into evolving preferences, mobility trends and purchasing behaviours in India’s automotive sector.