Simon-Kucher’s Global Automotive Study 2025 uncovers rising consumer expectations, evolving EV strategies, and a reshaped brand landscape as trust, value, and relevance take center stage
Simon-Kucher, the world’s leading commercial growth and pricing consultancy, released the findings of its Global Automotive Study 2025. The study, based on responses from more than 6,700 consumers across 20 markets, reveals a decisive shift in how customers evaluate, select, and stay loyal to brands. This year’s data paints a new picture: relevance and precision now trump reach and heritage. With an increasingly wide range of choices and growing skepticism around brand promises, OEMs must reframe their playbooks around value, experience, and trust.
“Today’s car buyers are not just better informed, they’re firmly in the driver’s seat. From price sensitivity to EV expectations, consumers now demand transparency, trust, and tailored experiences. Automakers must rethink one-size-fits-all strategies and deliver relevance across the full purchase journey,” said Martin Gehring, Global Head of Automotive at Simon-Kucher.
Key Findings
Customer Confidence Recalibrated: 45 percent of global consumers say their purchasing power will decrease. In response, 42 percent plan to hold on to their vehicles longer, yet 78 percent remain excited about new models and brands, especially in Asia (85 percent) and South America.
Price Remains King: Across all regions, price is the top decision driver, with reliability and brand close behind. In Western markets, price sensitivity is up to 15 percent higher than in some Asian countries.
EV Loyalty is Strong, But Strategies Must Evolve: 96 percent of current EV drivers would choose electric again, up from 92 percent in 2024. Two-thirds of all buyers globally believe EVs are the future. But growth has stabilized, and success now hinges on segment-specific approaches.
Tesla’s Reputation Splits the Market: While 69 percent of EV considerers include Tesla in their shortlist, nearly one-third say they would not buy one. This is primarily due to brand identity misalignment and leadership controversies, not product shortcomings.
China's Car Brands Advance, But Trust Is Elusive: 43 percent of consumers would consider buying from a Chinese OEM (up four percentage points year-over-year) with Gen Z and Millennials leading the way. However, concerns over quality, service, and safety continue to limit adoption beyond early adopters and tech-forward markets.
Tariffs Add Strategic Pressure for Brands: 73 percent of consumers believe tariffs raise prices for all buyers - not just imports. The backlash is strongest in import-heavy markets like Spain and Mexico, while consumers in the U.S. and China are less critical; often favoring domestic brands. Tariffs are seen as a direct consumer burden that also reshapes brand choice, with many expecting fewer brands to survive long term.
AI Supports – But Doesn't Replace – the Human Touch: 54 percent of respondents view AI positively in the car buying journey, particularly for trade-in valuation and financing. Still, 82 percent prefer to finalize their purchase at the dealership, reinforcing that trust remains rooted in personal interaction.
Transparency and Service Bundling Define the New Loyalty Standard: 71 percent of customers see value in predictive maintenance for early issue detection. Globally, 64 percent favor bundled, pre-paid service plans, especially in Germany, the UK, and Japan, suggesting long-term clarity and ease-of-use now outweigh traditional service prestige.
“Our 2025 study confirms that transformation isn’t optional, it’s expected,” said Matthias Riemer, Partner at Simon-Kucher. “Buyers are loyal to outcomes, not slogans. Automakers who prioritize pricing transparency, segment-specific EV solutions, and data-backed customer experiences will secure long-term growth in a market where trust and relevance are everything.”
Complete study findings are available upon request.
*About the Study: Simon-Kucher’s 2025 Global Automotive Study includes insights from 6,780 car buyers across 20 markets (Australia, Brazil, Canada, China, Denmark, France, Germany, India, Italy, Japan, Mexico, Norway, Portugal, Saudi Arabia, South Korea, Spain, Turkey, UAE, United Kingdom, and United States) including representative quotas for age, gender, living area, education level, employment status & income level.
About Simon-Kucher
Simon-Kucher is a global consultancy with more than 2,000 employees in 31 countries. Our sole focus is on unlocking better growth that drives measurable revenue and profit for our clients. We achieve
this by optimizing every lever of their commercial strategy – product, price, innovation, marketing, and sales – based on deep insights into what customers want and value. With 40 years of experience in monetization topics of all kinds, we are regarded as the world’s leading pricing and growth specialist.