Simon-Kucher's Global Automotive Study 2026 shows China and India driving momentum, while buyers across APAC become more selective on value, EV confidence, and ownership risk
Singapore, November 3, 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 globally, Asia-Pacific remains one of the most resilient regions. China and India continue to lead new-car demand, while buyers in Japan, South Korea, and Australia are becoming more selective as affordability, practical value, and confidence increasingly shape purchase decisions.
“APAC brings together some of the study’s most forward-moving markets and some of its more cautious ones,” said Cem Balıkçıoğlu, Partner and Head of Simon-Kucher’s APAC Industrials practice. “China and India continue to set the pace, while Japan, South Korea, and Australia are more selective. Across the region, the challenge is not generating interest, but converting it by making value, technology, and ownership risk easier for customers to understand.”
Key findings
- Ownership holds firm as APAC demand stays strong – 90 percent of consumers globally still own a car through purchase or financing, while APAC continues to show particularly strong purchase intent, led by China and India.
- 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 APAC remains comparatively more resilient.
- Price drives decisions – Price remains the top purchase driver globally, while price-related factors gain 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 markets. Younger buyers and Asian consumers remain more confident in EVs.
- Bundling gains momentum – Prepaid maintenance and bundled services are gaining traction globally, with particularly strong interest in APAC: 85 percent of buyers in India and 75 percent in China find long-term prepaid service contracts attractive.
- AI must deliver practical value – Predictive maintenance, customer support, and trade-in valuation are the most valued AI applications globally. Asian buyers are also more open than European consumers to sharing vehicle and driving data when the value exchange is clear.
- Tariffs raise market pressure – Globally, 76 percent believe tariffs increase prices for all cars, rising to 82 percent in India and 78 percent in Australia.
- Used-car demand depends on trust – Warranties, transparent vehicle history, and seller credibility matter more than price alone globally. In APAC, used-EV buying consideration ranges from 61 percent in India to 35 percent in Japan, highlighting very different confidence levels across the region.
“Automotive players need to respond to both the global shift toward more cautious buying and the very different conversion barriers within APAC,” said Balıkçıoğlu. “In China and India, brands need to capture strong demand while continuing to demonstrate clear value. In Japan, South Korea, and Australia, reassurance around affordability, EV usability, and long-term ownership becomes more important. There is no single APAC playbook – the brands that combine global scale with a locally relevant value proposition will be best positioned to convert 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. This APAC release focuses on Australia, China, India, Japan, and South Korea.
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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For further information please contact:
Birte Jung
Brand & Communications Manager, Global
Birte.Jung@simon-kucher.com