2026 Global Automotive Consumer Study

Understanding today's automotive consumer

The global automotive industry is moving through one of the most transformative periods in its history. While innovation across the value chain continues to accelerate, the industry’s center of gravity remains the consumer—whose expectations around value, access, and experience are changing. Consumers are becoming more value-driven, seeking fairness, trust, and transparency alongside quality and innovation. Rising vehicle prices and higher financing costs have brought affordability to the forefront, prompting many to reconsider what truly defines value in mobility and what they expect from vehicle brands.

For more than a decade, Deloitte’s Global Automotive Consumer Study has served as a lens to view this rapidly evolving landscape. This year’s edition continues that tradition, drawing on insights from more than 28,500 consumers across 27 key automotive markets worldwide.

Here are five key trends that emerged from our 2026 study:

1. Global battery electric vehicle (BEV) demand appears uneven across regions, while interest in hybrids continues to strengthen as consumers balance affordability, charging access, and everyday practicality.
2. Brand loyalty continues to shift, with strong retention in Japan and greater intended brand switching in markets with many first-time owners.
3. Consumers place the greatest value on connected features that enhance safety and security, while concerns about data sharing remain high.
4. Many consumers are open to AI-driven personalization and OTA-enabled enhancements that extend a vehicle’s usefulness over time.
5. Consumers prioritize service quality, trust, and transparency when choosing and evaluating vehicle service providers.

This annual study provides important insights that can help companies prioritize and better position their business strategies and investments in the year to come. For more details on these evolving automotive consumer trends, download the full report.