2026年全球汽车消费者调查报告-

2026GlobalAutomotiveConsumerStudy

Keyfindings:globalfocusmarkets

January2026

2026GlobalAutomotiveConsumerStudy|Keyfindings:globalfocusmarkets

Dearreader,

Theglobalautomotiveindustryismovingthroughoneofthemosttransformativeperiodsinitshistory.Whileinnovationacrossthe

valuechaincontinuestoaccelerate,theindustry’scenterofgravityremainstheconsumer—whoseexpectationsaroundvalue,access,andexperiencearechanging.Consumersarebecomingmorevalue-driven,seekingfairness,trust,andtransparencyalongsidequalityandinnovation.Risingvehiclepricesandhigherfinancingcostshavebroughtaffordabilitytotheforefront,promptingmanytoreconsiderwhatdefinesvalueinmobilityandwhattheyexpectfromvehicle

brands.

Theglobaltransitiontowardzero-emissionmobilityremainsa

definingindustrypriority,yettheregionalpolicylandscapeis

evolvingincomplexways.Thewithdrawalofpurchaseincentives,

moreflexibleemissionstargets,andrisingtradebarriersintheUSareinfluencingbothpricingandproductionstrategies.Automakersarerespondingbyexpandinghybridportfolios,refininginternal-

combustionofferings,andlocalizingmanufacturingtobalance

regulatoryshiftswithconsumeraccessandaffordability.InEuropeandAsia,manufacturersarereimaginingthepathtosustainabilitybydevelopingalternativemobilitymodelsrootedinmoreaffordable,“greener”vehiclesthatcanbringtheenergytransitionwithinreach forabroaderbaseofconsumers.

Theriseofsoftware-definedvehiclesishelpingtoreshapemany

aspectsofthevaluechain,turningcarsintointelligent,connectedplatformsthatcontinuetoevolvelongafterpurchase.Regularover-the-airupdatesarehelpingextendvehiclelifespansandenhance

ownershipexperiences,givingconsumersnewreasonstokeep

vehicleslongerwhilestayingcurrentwithtechnology.Connectivity,meanwhile,remainscentraltothistransformation—linkingvehicles,services,andecosystemsinwaysthatredefinethemobility

experience.

Theseshiftsareunfoldingamidanenvironmentoftradecomplexity,economicrecalibration,andsupplychainlocalization.Inthiscontext,collaboration,adaptability,andtransparencyarebecomingan

increasinglyimportantfactortomaintainresilience,profitability,andconsumertrust.

Formorethanadecade,Deloitte’sGlobalAutomotiveConsumer

Studyhasservedasalensthroughwhichtoviewthisrapidly

evolvinglandscape.Thisyear’seditioncontinuesthattradition,

drawingoninsightsfrommorethan28,500consumersacross27keyautomotivemarketsworldwide.Thefindingsexplorehowconsumerattitudestowardelectrification,brandloyalty,connectivity,and

digitalexperiencesareshapingthefutureofmobility.

Thisreportfocusesoneightofthelargestglobalautomarkets,

presentingkeyinsightsinfivesections,coveringelectricvehicle

adoption,futurebuyingintentions,connectivity,software-definedvehicles,andservicingbehavior.Formoreinformation,includingadeeperdiveofstudyresultsforparticipatingcountries,pleaseclick

here

toaccesstheonlineinteractivedashboard.

Wehopeyoufindtheinsightscontainedinthisreportusefulandinformative.

Warmregards,

LisaWalker

USAutomotiveSectorLeader

lisawalker@

Dr.HaraldProff

GlobalAutomotiveSectorLeaderhproff@deloitte.de

2

26GGlolalAlitvieCy||KyFifinnddinigss::GgloloballFfocusarkets

3

Deloittehasbeenexploringkeyconsumertrendsimpactingarapidlyevolvingglobalmobility

ecosystemforoveradecade.

Keythemesemergingovertheyearsinclude:

2010

2011

2012

2014

2017

2018

2019

2020

2021

2022

2023

2024

2025

Overallvaluerankedastheprimaryfactorwhenevaluatingbrands“Cockpittechnology”andtheshoppingexperience-leddifferentiators

Interestinhybridsdrivenbycostandconvenience,whileinterestinconnectivity

centersonsafety

Sharedmobilityemergesasanalternativetoowningavehicle

Interestinfullautonomygrows,butconsumerswantatrackrecordofsafety

Consumersinmanyglobalmarketscontinuetomoveawayfrominternalcombustionengines(ICE)

Consumers“pumpthebrakes”oninterestinautonomousvehicles

Questionsremainregardingconsumers’willingnesstopayforadvancedtechnologiesOnlinesalesgainingtraction,butmajorityofconsumersstillwantin-person

purchaseexperience

Interestinelectrifiedvehicles(EVs)grows,butworriesaboutprice,drivingrange,andchargingtimeremain

TheshifttoEVsisprimarilybasedonastrongconsumerperceptionthatitwillsignificantlyreducevehicleoperatingcosts

ConsumerinterestinEVswanesinmostmarketsduetohighstickerprices,rangeanxiety,andcharginginfrastructurechallenges

Rapidlychangingtradeandenvironmentalpolicylandscapeinsomemarketscausingashiftinbothmanufacturerstrategyandconsumerexpectations

202GlobalAutomotiveConsumerStudy|Keyinndiinngs::gGlolobbaalflucsmrakrektests

4

Contents

Vehicleelectrification6

Futurevehicleintentions12

Connectivity17

Software-definedvehicles20

Vehicleservicing25

Studyoverview28

2026GlobalAutomotiveConsumerStudy|Keyfindings:globalfocusmarkets

5

Keyfindings

1

Globalbatteryelectricvehicle(BEV)demandappearsunevenacrossregions,whileinterestinhybridscontinuestostrengthenasconsumersbalance

affordability,chargingaccess,andeverydaypracticality.

Lowerfuelcostsremainakeymotivatorforconsumersconsideringelectrifiedoptions,yetconcernsarounddrivingrange,chargingtime,public-chargingavailability,and

batteryperformancecontinuetoshapeadoption.MostEVintendersprefertocharge

athomewhilecostremainsanimportantfactorinpublic-chargingdecisions.Atthe

2

sametime,uncertaintyaroundwhoshouldmanageend-of-lifebatteriessignalsbroaderecosystemgapsthatshouldbeaddressedaselectrificationscales.

Brandloyaltycontinuestoshift,withstrongretentioninJapanandgreaterintendedbrandswitchinginmarketswithmanyfirst-timeowners.

ConsumersinChina,India,andSoutheastAsiashowthehighestswitchingintent,

emphasizingtheneedfororiginalequipmentmanufacturers(OEMs)tocompeteonproductquality,performance,andvalue.Acrossmarkets,dealervisitsandmanufacturerwebsites

3

remainthemostusedresearchsources,andgettingagooddeal,transparentpricing,andphysicallyexperiencingthevehiclecontinuetoplayacentralroleinpurchasedecisions.

4

5

Consumersplacethegreatestvalueonconnectedfeaturesthatenhancesafetyandsecurity,whileconcernsaboutdata-sharingremainhigh.

Emergencyassistance,pedestriandetection,andanti-thefttrackingdrawthe

strongestwillingnesstopay,whereasdatafromsynceddevices,in-cabincameras,andvehiclelocationraisethemostconcern,highlightingtheneedforgreatertrustand

transparencyinconnectedservices.

Manyconsumersareopentoartificialintelligence(AI)-drivenpersonalizationandover-the-air(OTA)-enabledenhancementsthatextendavehicle’s

usefulnessovertime.

Consumersinmostmarketsviewsoftware-definedvehicles(SDVs)asvaluable,

particularlywhenongoingOTAupdatescanaddfeatures,improvesafety,orboostperformance.ManyarewillingtouseAI-enabledcustomizationthatadaptssettingsautomatically,andalargesharewouldkeepvehicleslongerifupdatescontinued

throughoutownership,positioningsoftwareasakeyleverforenhancingloyaltyandexpandingsoftware-basedrevenueopportunities.

Consumersprioritizeservicequality,trust,andtransparencywhenchoosingandevaluatingvehicleserviceproviders.

Authorizeddealersremainthemostcommonservicedestination,thoughindependentsholdastrongpresenceinsomemarkets.Qualityofworkandtrustaretheprimary

reasonsforchoosingaprovider,whileclearexplanationsofpricingandtheworkperformeddefinetheserviceexperience.

202GlobalAutomotiveConsumerStudy|Keyinndiinngs::gGlolobbaalflucsmrakrektests

1Vehicleelectrification

6

2026GlobalAutomotiveConsumerStudy|Keyfindings:globalfocusmarkets

WhileamajorityofUSsurveyrespondentscontinuetopreferICEvehicles,increasedavailabilityofEVsinIndia,

Germany,andtheUKarepromptingmoreconsumerstopursueanelectrifiedmobilityfuture.TheChinesemarketcontinuestoevolveasICEandhybridoptionsremainrelevantformanyconsumers.

Preferencefortypeofengineinnextvehicle

ICE(2025)

US

SoutheastAsia

India

Germany

UK

China

Japan

SouthKorea

61%

21%5%7%1%4%

53%

18%

14%10%2%2%

50%

25%

10%10%4%

49%

14%

10%16%2%9%

44%

27%

11%11%1%6%

41%

19%

17%20%2%

37%

41%

41%

6%5%1%11%

27%

10%11%4%7%

62%

53%

54%

1%

53%

47%

38%

41%

39%

1%

uGasoline/diesel(ICE)Hybridelectric(HEV)uPlug-inhybridelectric(PHEV)uBatteryelectric(BEV)OtheruDon,tknow

Note:“Other”includesvehicleswithenginetypessuchascompressednaturalgas,ethanol,andhydrogenfuelcells;percentagesmaynotaddupto100duetorounding.Q41.Whattypeofenginewouldyoupreferinyournextvehicle?

Samplesize:n=859[China];1,280[Germany];1,346[India];683[Japan];909[SouthKorea];5,196[SoutheastAsia];1,363[UK];944[US]

Lowerfuelcostremainsoneofthetopreasonssurveyrespondentsciteforwantinganelectrifiedvehiclethenexttimetheyarein-market,signalingastrongdesiretomitigatelong-standingconcernsaroundtotalcostofownership.

TopreasonstochooseanEVasnextvehicle

Factors

Concernfortheenvironment

China

23%

Germany

41%

India

43%

Japan

25%

South

Korea

Southeast

Asia

38%

UK

39%

US

38%

35%

Concernaboutpersonalhealth

23%

15%

33%

10%

16%

25%

15%

12%

Lowerfuelcosts

32%

39%

47%

47%

55%

51%

50%

52%

Lessmaintenance

13%

22%

35%

15%

34%

37%

28%

28%

Abilitytousethevehicleasabackupbattery/powersource

21%

15%

34%

24%

15%

29%

13%

17%

Peerpressure

8%

2%

9%

2%

5%

6%

4%

3%

Betterlifestyleexperiencebeyonddriving

34%

14%

49%

17%

23%

37%

22%

26%

Drivingexperience

36%

27%

26%

43%

33%

26%

32%

43%

34%

30%

Governmentincentives/subsidies/stimulusprograms

33%

25%

32%

31%

21%

19%

Potentialforextrataxes/leviesappliedtointernalcombustionenginevehicles

18%

17%

27%

4%

16%

20%

16%

13%

Potentialbanonsaleofnewinternalcombustionenginevehicles

15%

20%

23%

6%

11%

16%

19%

9%

Availabilityofchargingstations

30%

28%

38%

33%

18%

43%

26%

27%

Fasterchargingspeed

37%

26%

43%

31%

26%

42%

26%

26%

Longerrange

37%

28%

28%

34%

28%

32%

21%

28%

Betterresalevalue

15%

10%

26%

13%

9%

21%

15%

12%

Brandreputation

24%

12%

35%

17%

17%

34%

20%

22%

Brandimage

22%

9%

29%

16%

15%

25%

13%

10%

Topreasons

Q42.WhichofthefollowingfactorshavehadthegreatestimpactonyourdecisiontoacquireanEV?Pleaseselectallthatapply.Samplesize:n=476[China];505[Germany];601[India];325[Japan];441[SouthKorea];2,204[SoutheastAsia];676[UK];313[US]

7

2026GlobalAutomotiveConsumerStudy|Keyfindings:globalfocusmarkets

8

Amajorityofglobalsurveyrespondentsintendingtoacquireabatteryelectric(BEV)orplug-inhybrid

(PHEV)astheirnextvehicleexpecttochargeitathome,suggestinganopportunityforstakeholdersto

furtherrefineplanstobuildpublicchargingwithafocusonmaximizingreturnoninvestedcapital(ROIC).

Expectingtochargeelectrifiedvehiclemostoftenat…

1%0.2%

12%

9%

9%

20%

28%

23%

26%

19%

24%

13%

1%

18%

13%

23%

15%

9%

79%

77%

76%

63%

61%

61%

62%

58%

UKUSJapanSoutheastAsiaIndiaGermanySouthKoreaChina

HomeWorkOn-street/publicchargingstationOther

Note:Percentagesmaynotaddupto100duetorounding.Q43.WheredoyouexpecttochargeyourEVmostoften?

Samplesize:n=312[China];327[Germany];266[India];74[Japan];196[SouthKorea];1,247[SoutheastAsia];307[UK];116[US]

AlthoughasignificantnumberofEVintenders(BEV+PHEV)respondingtothesurveyexpecttochargetheirvehiclesathome,manystilldonothaveaccesstoachargerinmarketsliketheUSandJapan.Thismaybeasourceofconcernforbuyersthathavenotaccountedfortheadditionalinstallationcost.

EVchargeraccessamongconsumerswhoplantochargetheirvehicleathome

2%1%1%3%4%5%

6%

6%

88%

China

Yes,dedicated

7%

20%

43%

52%

8%

13%

5%

66%

42%41%

GermanyIndiaUK

Yes,sharedwithaneighbor/othersNoDon,tknow

53%

9%

37%

US

52%

11%

35%

SoutheastAsia

75%

5%

16%

Japan

21%

61%

13%

SouthKorea

Note:Percentagesmaynotaddupto100duetorounding.

Q44.Doyoualreadyhaveaccesstoachargeratyourresidence?

Samplesize:n=180[China];199[Germany];166[India];56[Japan];119[SouthKorea];782[SoutheastAsia];242[UK];89[US]

2026GlobalAutomotiveConsumerStudy|Keyfindings:globalfocusmarkets

9

Whenchargingtheirvehicleawayfromhome,mostEVintendersrespondingtothesurvey(exceptthoseinGermany)wouldpreferadedicatedchargingstationoveratraditionalservicestation

equippedwithEVchargers.

PreferenceforpublicEVcharginglocation

Southeast

PublicplacesChinaGermanyIndiaJapan

AsiaUKUS

SouthKorea

DedicatedEVchargingstation36%15%47%24%47%36%44%47%

TraditionalgasstationwithEVchargers

17%27%21%18%13%30%19%20%

Vehicledealership

10%

3%

5%

8%

1%

3%

2%

4%

Retailoutlet/mall

4%

17%

2%

22%

3%

8%

10%

11%

Parkinglot

14%

5%

11%

20%

27%

13%

12%

8%

On-streetparking

9%

24%

8%

0%

4%

3%

6%

3%

Community/publicbuilding

9%

5%

5%

4%

6%

4%

3%

3%

Hotel

1%

3%

2%

4%

1%

1%

5%

3%

Other

0%

2%

0.4%

0%

0%

0.2%

0.3%

0%

Mostpreferredlocation

Note:Percentagesmaynotaddupto100duetorounding.

Q45.WherewouldyoumostwanttochargeyourEVwhenyouareawayfromhome?

Samplesize:n=312[China];327[Germany];266[India];74[Japan];196[SouthKorea];1,247[SoutheastAsia];307[UK];116[US]

Acrossmarketssurveyed,chargingcostisconsideredanimportantfactorwhenchoosingapubliclocationtochargeanEV.Thishighlightstheimportanceofaffordablechargingratesforanincreasingnumberofcost-consciousconsumers.

ImportanceofchargingcostwhenchoosingpublicEVcharging

80%

81%

84%

85%

81%

76%

73%

83%

16%

8%

20%

10%

9%

13%

6%

14%

4%

8%

8%

11%

5%

12%

6%

6%

IndiaJapanUKChinaSoutheastAsiaGermanyUSSouthKorea

ImportantNeutralNotimportant

Note:Percentagesmaynotaddupto100duetorounding;importance%isasumofsomewhatimportantandveryimportant.Q46.Howimportantischargingcostwhenitcomestochoosingapubliclocationtochargeyourvehicle?

Samplesize:n=312[China];327[Germany];266[India];74[Japan];196[SouthKorea];1,247[SoutheastAsia];307[UK];116[US]

2026GlobalAutomotiveConsumerStudy|Keyfindings:globalfocusmarkets

10

CardpaymentsarethemostcommonmethodforpublicEVchargingacrossmanymarkets,includingGermany,Japan,theUK,US,andSouthKorea.SmartphoneappsleadinChina,whileQRcode–basedpaymentsaremostpreferredinIndia,reflectingarangeofregionaldifferencesindigitalpaymenthabits.

PreferredmethodtopayforpublicEVcharging

Southeast

PaymentmethodChinaGermanyIndiaJapan

AsiaUKUS

SouthKorea

47%

35%

20%

29%

14%

14%

14%

21%

Chargingnetworkapponyoursmartphone

8%

70%

57%

47%

57%

48%

27%

22%

Credit/debitcard

8%

6%

9%

9%

5%

11%

7%

4%

Pre-paidsubscriptionplan

6%

6%

12%

3%

4%

3%

5%

3%

Loyaltypoints

Chargingcard/badge/pass

providedbyathird-partyplayer

8%

8%

9%

33%

0%

5%

6%

7%

7%

QRcode/UPI

16%

5%

31%

1%

25%

2%

2%

Other0%0%0%0%0%0.2%1%1%

Mostpreferred

Note:Percentagesmaynotaddupto100duetorounding.

Q47.HowwouldyoumostprefertopayforpublicEVcharging?

Samplesize:n=312[China];327[Germany];266[India];74[Japan];196[SouthKorea];1,247[SoutheastAsia];307[UK];116[US]

ThetopconcernsregardingBEVs,citedbyrespondentsinseveralglobalmarkets,arechargingtime,drivingrange,andbattery-relatedcostsorperformance.Interestingly,batterysafetyisalsocommonlycitedamongrespondentsinSouthKorea,India,andChina.

GreatestconcernregardingBEVs

Factors

Drivingrange

China

30%

Germany

49%

India

36%

Japan

37%

41%

South

Korea

27%

Southeast

Asia

40%

UK

48%

US

47%

Cost/pricepremium

25%

32%

41%

32%

25%

39%

37%

45%

40%

Coldweatherperformance

36%

34%

22%

26%

32%

31%

Increasedneedtoplanmytrips

17%

19%

26%

29%

10%

20%

30%

21%

Uncertainresalevalue

14%

24%

25%

16%

13%

25%

25%

15%

Potentialforextrataxes/leviesassociatedwithBEVs

16%

8%

27%

10%

12%

19%

16%

16%

Timerequiredtocharge

30%

41%

41%

42%

38%

44%

43%

44%

Ongoingchargingandrunningcosts

28%

24%

27%

25%

22%

30%

26%

26%

38%

Costtoeventuallyreplacethebattery

30%

37%

34%

36%

30%

39%

38%

LackofknowledgeorunderstandingaboutEVs/EVtechnology

17%

16%

30%

43%

12%

15%

32%

23%

23%

40%

LackofpublicEVcharginginfrastructure

20%

40%

37%

45%

31%

39%

37%

39%

Lackofchargerathome

16%

31%

20%

29%

35%

35%

Lackofalternatepowersource(e.g.,solar)athome

13%

23%

28%

38%

22%

14%

26%

18%

21%

32%

50%

Safetyconcernswithbatterytechnology

30%

31%

37%

28%

27%

End-to-endsustainability(i.e.,batterymanufacturing/recycling)

21%

23%

34%

11%

13%

22%

22%

20%

Lackofchoiceregardingbrands/models

12%

9%

24%

7%

7%

13%

11%

9%

Mostcommonlycited

Note:Sumofthepercentagesexceed100%asrespondentscanselectmultipleoptions.

Q48.Whatareyourbiggestconcernsregardingallbattery-poweredEVs?(Pleaseselectallthatapply.)

Samplesize:n=859[China];1,280[Germany];1,346[India];683[Japan];909[SouthKorea];5,196[SoutheastAsia];1,363[UK];944[US]

2026GlobalAutomotiveConsumerStudy|Keyfindings:globalfocusmarkets

11

Opinionsvaryonwhoshouldoverseeend-of-lifeEVbatterymanagement,withresponsibilityoftenassignedtocarmakers,dealers,andbatterymanufacturers,highlightingthelackofcleardirectiononhowthisimportantpieceoftheemergingecosystemcouldevolve.

Consumerpreferenceforentityresponsibleforcollecting,storing,andrecyclingEVbatteriesaftertheirusefullives

SouthKorea

32%4%22%10%7%4%6%5%10%

SoutheastAsia

19%13%19%19%6%3%8%7%6%

Japan

Germany

17%35%8%9%5%2%3%2%19%

15%18%23%13%12%2%4%3%11%

UK

India

13%13%14%22%9%2%8%4%15%

13%15%17%14%10%6%11%11%3%

US

12%16%17%17%6%3%7%5%17%

China

8%25%15%20%8%7%5%9%3%

IndividualcarmanufacturerDedicatedbatteryrecycler

Privateenvironmentalagency

Vehicledealer

Governmentagency

Chargingnetworkproviders

Batterymanufacturer

Automobileclub/associationDon,tknow

Note:Percentagefor“Other”notshown.Totalpercentagesmaynotaddupto100as“Other”percentageisnotshownand/orduetorounding.Q49.Whodoyouthinkshouldberesponsibleforcollecting,storing,andrecyclingelectricvehiclebatteriesaftertheirusefullives?

Samplesize:n=859[China];1,280[Germany];1,346[India];683[Japan];909[SouthKorea];5,196[SoutheastAsia];1,363[UK];944[US]

2026GlobalAutomotiveConsumerStudy|Keyfindings:gloobaalfocusmarkretsts

2Futurevehicleintentions

12

2026GlobalAutomotiveConsumerStudy|Keyfindings:globalfocusmarkets

13

Japanstandsoutwith51%brandloyalty,whilesurveyrespondentsintheUK,US,SouthKorea,andGermanyexhibitmorebrandswitchingbehavior.SoutheastAsia,China,andIndiahavelargerfirst-timeownersegments,highlightingthedifferingretentionandacquisitiondynamicsacrossthesemarkets.

Percentageofconsumerswhosepriorvehiclewasfromthesamebrandascurrentvehicle

6%

8%

5%

9%

10%

32%

15%

23%

40%

38%

49%

49%

52%

53%

21%

34%

51%

47%

47%

45%

45%

42%

39%

37%

JapanIndiaChinaGermanyUSSoutheastAsiaUKSouthKorea

YesNoCurrentcarismyfirstvehicle

Note:Percentagesmaynotaddupto100duetorounding.Q9.Wasyourpriorvehiclefromthesamebrand?

Samplesize:n=905[China];1,119[Germany];1,048[India];519[Japan];646[SouthKorea];3,870[SoutheastAsia];1,144[UK];836[US]

ConsumerssurveyedinChina,India,andSoutheastAsiaexhibitthehighestlikelihoodofswitchingto

adifferentbrandfortheirnextvehicle,perhapsduetolargerfirst-timeownersegmentswithlessen-

trenchedbrandloyalty.Thisreinforcestheimportanceoffocusingonthedriversofbrandvalueoverpricetowinandretaincustomersincompetitive,rapidlyevolvingmarkets.

Percentageofconsumersintendingtoswitchtoanotherbrand*ofvehicle

72%

70%

67%

58%

55%

53%

44%

41%

ChinaIndiaSoutheastAsiaUKSouthKoreaUSGermanyJapan

*Includesswitchingtoadifferentbrandfromthesameparentoradifferentbrandfromadifferentsalesparent.

Q5.Whatbrandisthevehicleyoudrivemostoften?;Q26.Whatbrandareyouconsideringmostforyournextvehicle?[Brandswitchingpercentageisbasedonacalculationinvolvingthesetwoquestions.]

Samplesize:n=778[China];1,040[Germany];1,021[India];463[Japan];613[SouthKorea];3,667[SoutheastAsia];1,080[UK];811[US]

2026GlobalAutomotiveConsumerStudy|Keyfindings:globalfocusmarkets

14

Acrossmarkets,productquality,vehicleperformance,andpricearetheleadingdriversofbrandchoice,

whilefactorssuchasadvertising,brandaffiliations,andeasyfinancingremainlessinfluential,indicatingthatconsumersprioritizecoreproductandvalueattributes.

Mostimportantfactorsdrivingthechoiceofbrandfornextvehicle

Driversofbrandchoice

China

Germany

India

Japan

South

Korea

Southeast

Asia

UK

US

Previoussalesexperience

15%

26%

21%

19%

5%

15%

12%

13%

Previousserviceexperience

20%

20%

25%

16%

14%

19%

19%

20%

Productquality

38%

50%

58%

46%

4%

49%

5%

59%

60%

58%

Brandadvertising

14%

3%

26%

12%

7%

8%

Brandimage

32%

14%

45%

17%

22%

34%

20%

17%

Brandaffiliations(e.g.,sponsorships,partners)

16%

5%

26%

5%

5%

11%

6%

7%

Brandfamiliarity

35%

39%

41%

23%

21%

30%

35%

34%

Qualityofoverallownershipexperience

24%

38%

46%

8%

26%

35%

37%

38%

Vehiclefeatures/technology

34%

30%

50%

42%

39%

46%

37%

35%

Availabilityofbatteryelectricvehicles/hybridoptions

24%

14%

35%

15%

19%

23%

20%

13%

Vehicleperformance(e.g.,fuelefficiency,batteryrange)

40%

34%

57%

49%

54%

57%

54%

51%

Price

20%

54%

44%

52%

43%

49%

52%

46%

Vehicleserviceandmaintenancenetwork

23%

20%

43%

19%

29%

38%

26%

22%

Easyfinancingoptions

16%

12%

32%

7%

11%

23%

17%

15%

Mostcommonlycited

Note:Sumofthepercentagesexceed100%asrespondentscanselectmultipleoptions;“Other”notshownduethelowresponserate.

Q29.Whatarethemostimportantfactorsdrivingthechoiceofbrandforyournextvehicle?Pleaseselectallthatapply.

Samplesize:n=859[China];1,280[Germany];1,346[India];683[Japan];909[SouthKorea];5,196[SoutheastAsia];1,363[UK];944[US]

DomesticbrandpreferenceisstrongestamongsurveyrespondentsinJapan,butfarlowerinSoutheastAsiaandtheUK,underscoringhowbrandorigincanplayaverydifferentroleinconsumerdecision-makingacrossmarkets.

16%

Preferredorganizationsfornextvehiclepurchase

28%

6%

15%

26%

49%

24%

42%

37%

46%

60%

78%

9%

19%

18%32%

57%

50%

41%

40%36%

30%

18%

23%

JapanSouthKorea

IndiaGermany

ChinaUSSoutheastAsia

UK

Domesticmanufacturer/br