2026 Global Automotive Consumer Study - Deloitte

Link opens in a new tab opens in new window Perspective: Print Download 2026 Global Automotive Consumer Study (11MB PDF) Share Perspective 3 minute read 2026 Global Automotive Consumer Study Tracking consumer trends in the automotive industry What consumer trends and disruptive technologies will have the most impact on the automotive industry in the coming year? Explore key findings from our 2026 Global Automotive Consumer Study, including electrification adoption, connectivity features, brand loyalty, and more. Authors: Lisa Walker Dr. Harald Proff Print Share 2026 Global Automotive Consumer Study Download PDF (11MB) View PDF 2026 Global Automotive Consumer Study - Interactive Dashboard 2026 Global Automotive Consumer Study - Interactive Dashboard 2026 Global Automotive Consumer Study - Interactive Dashboard 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: 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. Brand loyalty continues to shift, with strong retention in Japan and greater intended brand switching in markets with many first-time owners. Consumers place the greatest value on connected features that enhance safety and security, while concerns about data sharing remain high. Many consumers are open to AI-driven personalization and OTA-enabled enhancements that extend a vehicle’s usefulness over time. 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. Explore the 2025 Global Automotive Consumer Study Contacts Lisa Walker Vice Chair | US Automotive [email protected] 312 486 3853 Dr. Harald Proff Global Automotive Sector Leader [email protected] +49 211 8772 3184 Did you find this useful? Yes No Thanks for your feedback Your feedback is important to us To tell us what you think, please update your settings to accept analytics and performance cookies. Update analytics and performance Need help updating cookies? Related content The future of automotive mobility to 2035 The rapid pace of change in the automotive industry and beyond is fueling the debate on how to identify future value. Analysis 5 minute read Resetting the Mobility-as-a-Service Idea This report explores the transformative potential of Mobility as a Service (MaaS) and the complex pathways to building successful and sustainable MaaS ecosystems. Software defined vehicle The transition to software-defined vehicles (SDVs) is revolutionizing the automotive industry by decoupling software from hardware and enabling rapid, ongoing development. Analysis 5 minute read ConsumerSignals ConsumerSignals is a longitudinal exploration of consumer spending behavior and the drivers behind it.