A US perspective on Simon-Kucher’s 2026 Global Auto Study
Consumer purchase behavior is driving decisive change in the US auto industry: But can manufacturers take the wheel and meet the challenge?
In 2026, the US auto landscape is being defined by purchase behavior rather than structural disruptions. Consumers are becoming more cautious, selective, and value conscious. Interest in cars remains high but converting that interest into a purchase means meeting a more demanding set of conditions.
As new-car intention softens, budgets tighten, and interest in used-vehicles gains more traction, buyers are balancing affordability and risk more carefully. These headwinds create a roadblock, requiring manufacturers to address both the practical and financial barriers that heavily influence purchase decisions for consumers.
This year’s US Automotive Study reflects the views of ~1,000 car buyers across the US market- revealing how customers think, choose, and where the industry must adapt.
Key takeaways from the study include:
- The current state of the market and where buyer caution is reshaping demand
- How value is defined in a market heavily shaped by cost pressure and the need for transparency
- Strategies for unlocking EV demand as practical confidence remains the main barrier
- How brands should respond to tariffs, local-brand dynamics, and changing perceptions of Chinese OEM’s
- Ways to incorporate AI and simpler offers to improve the buyer experience and provide reassurance
By leveraging the insights, automotive businesses can sharpen their strategies, respond more precisely to changing customer expectations, and stay competitive in a disciplined market.
