Toronto, Ontario -- Global consumers are reassessing what they value in vehicles, according to the latest 2026 global automotive consumer study by Deloitte, as affordability, powertrain preferences and data concerns continue to shape the automotive market.
The study, based on responses from more than 28,500 consumers across 27 markets, finds that traditional internal combustion engines remain the dominant choice in key regions.
In the United States, 61 percent of surveyed buyers said they would choose a vehicle with an internal combustion powertrain for their next purchase, while just seven percent indicated a preference for battery electric vehicles.
Hybrid electric and plug-in hybrid vehicles attracted roughly 26 percent of interest, suggesting that many buyers are seeking a middle ground between fuel economy and everyday practicality.
Affordability remains a central concern. Among U.S. respondents, lower fuel costs were the top reason cited for considering an electric vehicle, while others pointed to environmental factors and driving experience as additional motivators.
Despite modest growth in electric vehicle interest — up two percentage points from last year — range anxiety, charging time and overall cost remain significant barriers for many consumers.
Across global markets, demand patterns vary sharply. In China, electric vehicle intention runs higher, with about 20 percent of respondents interested in all-battery electric vehicles, while hybrid interest in Japan reached 43 percent, highlighting regional differences in how buyers approach electrification.
Brand loyalty continues to soften, according to the study, with a notable share of consumers indicating plans to switch brands for their next vehicle purchase.
In the U.S., more than half of respondents said they would consider a different brand, driven by product quality, performance and pricing considerations. That trend underscores a broader shift in customer expectations, as buyers increasingly weigh total ownership experience alongside initial purchase decisions.
Connected vehicle services and digital experiences remain important, but consumer concerns about data sharing and privacy persist. Security-oriented features such as anti-theft tracking resonate strongly, while data from in-cabin cameras and vehicle location sensors generate the most apprehension among drivers.
Preferences for technologies like voice command support vary significantly by region, with much higher interest in Asia-Pacific markets than in Western countries.
The study also highlights a growing openness to software-defined vehicle features, including artificial intelligence-driven personalization and over-the-air updates that can extend a vehicle’s usefulness over time.
In the U.S., more than half of consumers surveyed said they would keep their vehicle longer if it received regular over-the-air updates, with a majority willing to pay above list price for access to that functionality.
Analysts say the findings illustrate a market in transition, where traditional powertrains, emerging technologies and shifting consumer priorities coexist. As vehicle prices and financing costs rise, buyers are increasingly focused on value, practicality and trust in their automotive brands and service experiences.
The 2026 Global Automotive Consumer Study provides industry leaders with insights into how consumer demand is evolving and offers a basis for manufacturers, dealers and service providers to refine strategies in an environment of rapid technological change and shifting buyer expectations.
