您的浏览器禁用了JavaScript(一种计算机语言,用以实现您与网页的交互),请解除该禁用,或者联系我们。 [德勤]:2026年全球汽车消费者研究:全球重点市场关键发现 - 发现报告

2026年全球汽车消费者研究:全球重点市场关键发现

交运设备 2026-01-31 - 德勤 黄崇贵-中国医药城15189901173
报告封面

January 2026 Dear reader, The global automotive industry is moving through one of the mosttransformative periods in its history. While innovation across thevalue chain continues to accelerate, the industry’s center of gravityremains the consumer—whose expectations around value, access,and experience are changing. Consumers are becoming more value-driven, seeking fairness, trust, and transparency alongside qualityand innovation. Rising vehicle prices and higher financing costs havebrought affordability to the forefront, prompting many to reconsiderwhat defines value in mobility and what they expect from vehiclebrands. For more than a decade, Deloitte’s Global Automotive ConsumerStudy has served as a lens through which to view this rapidlyevolving landscape. This year’s edition continues that tradition,drawing on insights from more than 28,500 consumers across 27 keyautomotive markets worldwide. The findings explore how consumerattitudes toward electrification, brand loyalty, connectivity, anddigital experiences are shaping the future of mobility. This report focuses on eight of the largest global auto markets,presenting key insights in five sections, covering electric vehicleadoption, future buying intentions, connectivity, software-definedvehicles, and servicing behavior. For more information, including adeeper dive of study results for participating countries, please clickhereto access the online interactive dashboard. The global transition toward zero-emission mobility remains adefining industry priority, yet the regional policy landscape isevolving in complex ways. The withdrawal of purchase incentives,more flexible emissions targets, and rising trade barriers in the USare influencing both pricing and production strategies. Automakersare responding by expanding hybrid portfolios, refining internal-combustion offerings, and localizing manufacturing to balanceregulatory shifts with consumer access and affordability. In Europeand Asia, manufacturers are reimagining the path to sustainabilityby developing alternative mobility models rooted in more affordable,“greener” vehicles that can bring the energy transition within reachfor a broader base of consumers. We hope you find the insights contained in this report useful andinformative. Warm regards, The rise of software-defined vehicles is helping to reshape manyaspects of the value chain, turning cars into intelligent, connectedplatforms that continue to evolve long after purchase. Regular over-the-air updates are helping extend vehicle lifespans and enhanceownership experiences, giving consumers new reasons to keepvehicles longer while staying current with technology. Connectivity,meanwhile, remains central to this transformation—linking vehicles,services, and ecosystems in ways that redefine the mobilityexperience. Dr. Harald ProffGlobal Automotive Sector Leaderhproff@deloitte.de Lisa WalkerUS Automotive Sector Leaderlisawalker@deloitte.com These shifts are unfolding amid an environment of trade complexity,economic recalibration, and supply chain localization. In this context,collaboration, adaptability, and transparency are becoming anincreasingly important factor to maintain resilience, profitability, andconsumer trust. Deloitte has been exploring key consumer trendsimpacting a rapidly evolving global mobilityecosystem for over a decade. 2010Overall value ranked as the primary factor when evaluating brands2011“Cockpit technology” and the shopping experience-led differentiators2012Interest in hybrids driven by cost and convenience, while interest in connectivitycenters on safety2014Shared mobility emerges as an alternative to owning a vehicle2017Interest in full autonomy grows, but consumers want a track record of safety2018Consumers in many global markets continue to move away from internal combustionengines (ICE)2019Consumers “pump the brakes” on interest in autonomous vehicles2020Questions remain regarding consumers’ willingness to pay for advanced technologies2021Online sales gaining traction, but majority of consumers still want in-personpurchase experience2022Interest in electrified vehicles (EVs) grows, but worries about price, driving range, andcharging time remain2023The shift to EVs is primarily based on a strong consumer perception that it willsignificantly reduce vehicle operating costs2024Consumer interest in EVs wanes in most markets due to high sticker prices, rangeanxiety, and charging infrastructure challenges2025Rapidly changing trade and environmental policy landscape in some markets causing ashift in both manufacturer strategy and consumer expectations 2025 Global Automotive Consumer Study| Key Findings: Global Focus Markets2026 Global Automotive Consumer Study| Key findings: global focus markets Contents Vehicle electrification6Future vehicle intentions12Connectivity17Software-definedvehicles20Vehicleservicing25Study overview28 Key findings Lower fuel costs remain a key motivator for consumers considering electrified