2026 Global Automotive Consumer Study

Alternative powertrain demand appears somewhat uneven across markets in Southeast Asia (SEA), while interest in hybrids continues to strengthen as consumers balance affordability, charging access, and everyday practicality.

Lower fuel costs remain a key motivator for consumers considering electrified options; however, concerns about driving range, charging time, cost factors, and public charging availability continue to shape adoption. Many EV intenders prefer to charge at home, while cost remains an important factor in public-charging decisions. At the same time, uncertainty around who should manage end-of-life batteries signals broader ecosystem gaps that should be addressed as electrification scales.

Brand loyalty continues to shift, with increased intended brand switching in markets with a high proportion of first-time owners.

Consumers in many SEA markets show high switching intent, emphasising the need for original equipment manufacturers (OEMs) to compete on product quality, performance, and value. Social media and influencer reviews, dealer visits, and manufacturer websites remain the most used research sources. Getting a good deal, transparent pricing, and physically experiencing the vehicle continue to play a central role in purchase decisions.

Consumers place the greatest value on connected features that enhance safety, security, and decision-making while concerns about datasharing remain high.

Emergency assistance, anti-theft tracking, and vehicle health reporting draw the strongest willingness to pay, whereas data from synced devices, in-cabin cameras, and vehicle location raise the most concern, highlighting the need for greater trust and transparency in connected services.

Many consumers are open to artificial intelligence (AI)-driven personalisation and over-the-air (OTA)-enabled enhancements that extend a vehicle’s usefulness over time.

Consumers in most SEA markets view software-defined vehicles (SDVs) as valuable, particularly when ongoing OTA updates can addfeatures, improve safety, or boost performance. Many are willing to use AI-enabled customisation that adapts settings automatically, and a large share would keep vehicles longer if updates continued throughout ownership, positioning software as a key lever for enhancing loyalty and expanding software-based revenue opportunities.

Consumers prioritise service quality, trust, and transparency when choosing and evaluating vehicle service providers.

Authorised dealers remain the most common service destination, though independents hold a significant presence in some markets. Quality of work and trust are the primary reasons for choosing a provider, while clear explanations of pricing and the work performed define the service experience.