A new Global Automotive Consumer Survey released by Bain & Company reveals sharp regional differences in how consumers choose vehicles. Based on responses from more than 12,000 car buyers across 11 markets—including China, the UAE, the US, Canada, the UK, Germany, France, Italy, India, Indonesia, and Japan—the survey found that price remains the leading factor in the US and Europe, cited by 68% and 62% of respondents respectively.
By contrast, Chinese car buyers placed technology and vehicle features first, with 58% prioritizing tech over price. Customer loyalty toward established legacy automakers is shifting, with more than a third of buyers in Western markets now expressing openness to newly entering brands, including Chinese automotive manufacturers entering the European market.
Artificial intelligence is playing an increasingly prominent role in the purchasing journey, with more than 60% of younger consumers reporting that they use AI tools when evaluating their next car. Autonomous-driving functionality was also identified as a factor that could erode traditional brand loyalty, as consumers increasingly indicate willingness to switch brands for superior technology.
Despite the rapid growth of digital research channels, physical dealerships remain essential. Bain & Company reported that while over 80% of buyers globally combine online and offline platforms during their car-buying journey, nine out of ten consumers still finalize their vehicle purchases at dealerships. In addition, test-driving battery electric vehicles substantially impacts intent, making shoppers up to 2.2 times more likely to consider buying an electric car.
Sources
- PR Newswire · 2026-10-21
