Simon-Kucher Global Automotive Study 2026 reveals how tighter budgets, regional divides, and rising expectations are redefining car buying
Cologne, June 12, 2026 - Car buyers worldwide remain engaged, but the path to purchase is becoming more complex and uneven across regions. Simon-Kucher’s latest Global Automotive Study shows that while 73 percent still plan to buy a new car, tighter budgets and shifting expectations are reshaping demand, with Europe turning more cautious while Asia continues to lead momentum.
“This is not a demand crisis, it is a conversion crisis,” said Dr. Martin Gehring, Senior Partner and Global Head of Automotive at Simon-Kucher. “Buyers are still in the market, but they are more cautious, more selective, and far less willing to compromise. Across regions, the winners will be those who make value clear, reduce perceived risk, and remove friction from the buying process.”
Key findings
- Ownership Holds Firm – 90 percent of consumers still own a car through purchase or financing, confirming stable fundamentals despite growing buyer caution across regions
- Demand Turns More Conditional – 73 percent still plan to buy a new car, but intent falls by seven percentage points as tighter budgets push buyers toward delays and used vehicles, especially in Europe and North America, while Asia and parts of South America remain more resilient
- Price Drives Decisions – Price remains the top purchase driver globally, gaining five percentage points year over year. Price pressure is strongest in Europe and North America, while Asian buyers place greater emphasis on technology and perceived value
- EV Interest Meets Confidence Gaps – Buyers still see EVs as the future, but charging, range, and battery concerns continue slowing adoption in more cautious Western market. Younger buyers and Asian consumers remain more confident in EVs
- Bundling Gains Momentum – Buyers increasingly favor integrated ownership models, with prepaid maintenance and bundled services gaining traction as consumers seek more predictability
- AI Must Deliver Practical Value – Buyers respond most positively to AI applications such as predictive maintenance, customer support, and trade-in valuation
- Tariffs Raise Market Pressure – More than half (55 percent) believe tariffs increase prices across all cars, reinforcing cost sensitivity and increasing the importance of inventory availability and local sourcing strategies
- Used-Car Demand Depends on Trust – More buyers are considering used vehicles, but conversion depends on warranties, transparent vehicle history, and seller credibility rather than price alone
“Automotive players need to adapt to both global pressure and local nuance,” said Matthias Riemer, Partner at Simon-Kucher. “Winning now requires a shift from product-led selling to value-led conversion. That means structuring clear pricing logic, offering step-down pathways across new and used vehicles, and embedding trust directly into the offer through warranties, service bundles, and transparent information. The brands that reduce perceived risk and make decisions easier will be the ones that unlock demand.”
Complete study findings are available upon request.
About the Study: The Simon-Kucher Global Automotive Study 2026 was conducted in May 2026 among more than 6,600 consumers across 20 countries: Australia, Brazil, Canada, China, Denmark, France, Germany, India, Italy, Japan, Mexico, Norway, Portugal, Saudi Arabia, South Korea, Spain, Turkey, the United Arab Emirates, the United Kingdom, and the United States.
About Simon-Kucher
Simon-Kucher is a global consultancy with more than 2,200 employees in 30+ countries. As a trusted commercial advisor focused on unlocking better growth, we combine deep consulting expertise, growth specialization, and technology to scale lasting impact. We optimize every lever of commercial strategy – product, pricing, innovation, marketing, and sales – based on what customers want and value. With over 40 years of monetization experience, we are recognized as the world’s leading commercial growth and pricing specialist.
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