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07 January 2026

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2026 Global Automotive Consumer Study

Deloitte has been exploring key consumer trends impacting a rapidly evolving global mobility ecosystem for over a decade. The Global Automotive Consumer Study helps to inform Deloitte’s point of view on the evolution of mobility, smart cities, connectivity, sustainability, and other issues surrounding the movement of people and goods.

Now, in its 14th year, the 2026 Global Automotive Consumer Study provides important insights that can help companies prioritize and better position their business strategies and investments in the year to come. From October through November 2025, Deloitte surveyed more than 28,500 consumers in 27 countries to explore opinions regarding a variety of critical issues impacting the automotive sector, including consumer interest in electric vehicles, brand perceptions, connected technology adoption, and adoption of software-driven vehicles.

Vehicle electrification

Discover consumers’ engine preferences, motivations for selecting electric vehicles (EVs), favored EV charging locations and charging experiences, concerns in adopting battery electric vehicles, and the designated entities responsible for EV battery recycling.

Explore vehicle electrification

Future vehicle intentions

Explore consumers’ perspectives on factors influencing their choice of vehicle brand, their preferred manufacturers, interest in purchasing vehicles online and obtaining insurance directly from the manufacturer, and various aspects of the purchase experience.

Explore future vehicle intentions

Connectivity

Uncover consumers’ perspectives on willingness to pay for connected services, sharing connected vehicle data, and the importance of supporting voice commands in local languages.

Explore connectivity

Software-defined vehicles

Explore consumers’ perceptions of software-defined vehicles, including their willingness to pay for software-enabled features and over-the-air (OTA) updates, and how continuous OTA updates influence ownership intent.

Explore software-defined vehicles

Table of contents

Vehicle electrification Future vehicle intentions Connectivity Software defined vehicles (SDVs) Related content

Vehicle electrification

Data from the 2026 study indicates that demand for battery electric vehicles remains steady but cautious, while the appeal of hybrids continues to strengthen as consumers balance affordability, charging access, and everyday practicality.

Preference for engine type in next vehicle

Respondents were asked to select one option

KEY TAKEAWAY

Respondents in some global markets continue to steer away from all-battery electric vehicles in favor of internal combustion engines and hybrids, which could be due, in part, to lingering affordability concerns.

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Reasons for choosing an EV as next vehicle

Respondents were asked to select all that apply

KEY TAKEAWAY

Lower fuel cost remains one of the top reasons survey respondents cite for wanting an electrified vehicle next, signaling a desire to mitigate long-standing concerns around total cost of ownership.

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NOTE: ICE = internal combustion engine

Preferred price ranges for next vehicle

Respondents were asked to indicate what they would expect to pay after any discounts or incentives, but before taxes, registration, or other fees

KEY TAKEAWAY

Affordability remains a major issue for respondents in many markets around the world.

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Preferred charging locations for EVs

Respondents were asked to select one option

KEY TAKEAWAY

A majority of global survey respondents who intend to acquire a battery electric vehicle or plug-in hybrid electric vehicle as their next vehicle expect to charge it at home, suggesting an opportunity for stakeholders to further refine plans to build public charging infrastructure with a focus on maximizing return on invested capital.

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Access to charger at residence

Respondents were asked to select one option

KEY TAKEAWAY

Although a significant number of respondents indicated that they would prefer to charge their battery electric or plug-in hybrid electric vehicles at home, many still do not have access to a charger. This may be a source of concern for buyers that have not accounted for the additional installation cost.

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Preferred public charging locations for EVs

Respondents were asked to select one option

KEY TAKEAWAY

Consumers surveyed in most global markets would prefer to charge their EVs at a dedicated charging facility versus other public charging locations, perhaps reflecting a perception that these locations may offer more access to chargers equipped with the latest technology.

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Importance of charging cost when choosing public EV charging

KEY TAKEAWAY

Across all markets, the cost of charging is considered an important factor when choosing a public location to charge an EV. This highlights the importance of affordable charging rates for increasingly cost-conscious consumers.

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Preferred payment method for public EV charging

Respondents were asked to select one option

KEY TAKEAWAY

Card payments are the most common method for public EV charging across many markets. Smartphone apps lead in China, while QR code-based payments are most preferred in India, reflecting a range of regional differences in digital payment habits.

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Top concerns regarding all-battery-powered EVs

Respondents were asked to select all that apply

KEY TAKEAWAY

Respondents in several global markets cited their top concerns as driving range, charging time, lack of public charging infrastructure, and battery-related costs or performance.

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Entity responsible for collecting, storing, and recycling EV batteries after their useful lives

Respondents were asked to select one entity

KEY TAKEAWAY

Opinions vary on who should oversee end-of-life EV battery management, with responsibility often assigned to carmakers, dealers, battery producers, and governments, highlighting the lack of clear direction on how this critical piece of the emerging ecosystem will evolve.

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Future vehicle intentions

Data from the 2026 study indicates that before driving their new vehicles off the showroom floor, consumers are likely to evaluate various factors such as brand-specific attributes and whether the brand is from a domestic or foreign original equipment manufacturer (OEM). Additionally, there is a growing openness among respondents to engage directly with OEMs for vehicle sales and insurance.

The most important factors driving the choice of brand for next vehicle

Respondents were asked to select all that apply

KEY TAKEAWAY

Across markets, product quality, vehicle performance, and price are the leading drivers of brand choice, while factors such as advertising, brand affiliations, and easy financing remain less influential, indicating that consumers prioritize core product and value attributes.

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Information sources for next vehicle purchase

Respondents were asked to select all that apply

KEY TAKEAWAY

Across markets, dealer visits and manufacturer websites are the most used information sources for next-vehicle research, with social media and influencer reviews playing a notable role in India and Southeast Asia. Printed media remains one of the least relied-upon channels.

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Preferred manufacturer for next vehicle purchase

Respondents were asked to select one option

KEY TAKEAWAY

Domestic brand preference is strongest among survey respondents in Japan, but far lower in Southeast Asia and the United Kingdom, underscoring how brand origin plays a very different role in consumer decision-making across markets.

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Interest in purchasing a vehicle directly from the manufacturer through an online process

KEY TAKEAWAY

Interest in buying vehicles directly from manufacturers is highest in India, China, and Southeast Asia, but much lower in Japan and Germany, indicating that openness to agency-style, direct-to-consumer models differs widely across markets.

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Interest in purchasing insurance directly from the manufacturer

KEY TAKEAWAY

Consumers surveyed in some markets are signaling a high level of interest in purchasing vehicle insurance directly from the manufacturer.

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Most important aspects of next vehicle purchase experience

Respondents were asked to select their top three choices

KEY TAKEAWAY

Across markets, respondents indicated that the most important aspects of their next vehicle purchase experience center on obtaining a good deal, transparent pricing, and physically interacting with the vehicle, reinforcing why dealer visits remain a primary source of information for many consumers.

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Connectivity

Insights from the 2026 study reveal that emergency assistance, automatic detection, and anti-theft tracking 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.

Willingness to pay extra for connected vehicle services

Percentage of respondents who selected “somewhat willing” or “very willing”

KEY TAKEAWAY

Across markets, respondents are most willing to pay for safety and security features, especially emergency assistance, automatic detection, and anti-theft tracking, indicating a clear preference for these over convenience-oriented options.

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Importance of next vehicle to support voice commands in local languages

KEY TAKEAWAY

Voice command support in local languages is crucial for respondents in Asia-Pacific markets, such as China, India, Japan, South Korea, and Southeast Asia. However, interest is much lower in Western countries, including the United States, the United Kingdom, and Germany, indicating a clear regional difference in digital experience expectations.

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Consumer concern over data sharing with vehicle manufacturers, dealers, insurance companies, or other third parties

Percentage of respondents who selected that they would be “somewhat concerned” or “very concerned” if the following types of data were shared

KEY TAKEAWAY

Across markets, respondents are most concerned about sharing connected-vehicle data, including information from synced devices, in-cabin cameras, and vehicle location, highlighting growing sensitivities around privacy and the handling of intimate or identifiable data.

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Software-defined vehicles

Data from the 2026 study indicates that many consumers are open to artificial intelligence-driven personalization and over-the-air enabled enhancements that extend a vehicle’s usefulness over time.

Perceived usefulness of software-defined vehicles

KEY TAKEAWAY

The perceived usefulness of software-defined vehicles is highest in developing economies, such as India, Southeast Asia, and China, while enthusiasm is notably lower in mature markets, including the United States, the United Kingdom, Japan, and Germany, highlighting a clear divide in comfort with software-centric vehicle concepts.

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Extra amount that consumers are willing to pay for a vehicle with automated over-the-air software updates

Respondents were asked to indicate how much more they’d be willing to pay, as a percentage above the vehicle’s list price, for updates downloaded directly to a vehicle to eliminate the need for workshop visits

KEY TAKEAWAY

Willingness to pay extra for over-the-air (OTA) update capability is highest in China and India, while respondents in Germany, the United Kingdom, and the United States are less inclined to pay, suggesting that in mature markets, OTAs may be viewed as an expected baseline feature rather than something worth a premium.

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Importance of accessing features via an in-vehicle technology ecosystem versus a smartphone

Examples of features shared with respondents include advanced driving assistance, additional comfort functions, and integrated third-party services such as insurance or repair shops

KEY TAKEAWAY

Most survey respondents view their smartphone as their main digital device, but in markets like India and China, many now consider the in-vehicle ecosystem more important, reflecting rising expectations for stronger digital experiences inside the car.

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Likelihood of keeping a vehicle longer if it receives regular over-the-air updates

KEY TAKEAWAY

Many consumers surveyed say they would keep their vehicle longer if it received regular over-the-air updates that add new features, safety enhancements, or performance improvements, suggesting that continuous software upgrades can play a meaningful role in extending vehicle ownership.

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Expected additional years of vehicle ownership with over-the-air updates

Respondents were asked to select one option

KEY TAKEAWAY

Many consumers surveyed would keep their vehicles one to three years longer with regular over-the-air updates, opening the door for original equipment manufacturers to strengthen brand loyalty through frequent digital engagement, while growing software-based revenue and reducing their reliance on hardware redesigns.

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Consumers and the companies that serve them face a rapidly changing world, altering what, how, and where we buy products and services. Both consumers and businesses are buying into better products, services, and solutions to achieve their goals. The Deloitte Consumer Industry Center delivers insights to help automotive, consumer products, retail, transportation, hospitality, and services sector executives better understand their business environment, its direction, and the choices in front of them.

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Ryan Robinson

Automotive Research Leader