Bain & Company Global Automotive Consumer Survey 2026: AI, Digital Adoption, and EV Trends Reshaping the Car-Buying Journey

Global management consulting firm Bain & Company has released its Global Automotive Consumer Survey 2026, capturing responses from over 12,000 car buyers worldwide. The study highlights how new technologies, artificial intelligence (AI), and evolving consumer preferences are reshaping vehicle purchasing habits. While price remains the paramount consideration in Western markets like the US (68%) and Europe (62%), technology and features take precedence in China (58%). In India, affordability remains fundamental, but technology, features, and brand credibility are increasingly outranking price as primary purchase motivators, driven by rising financing access and upgrading aspirations.

Digital Research and the Enduring Role of Dealerships:
The modern car-buying journey has become heavily digitized, with more than 80% of consumers globally combining online and offline channels, and over 60% starting their research online. China leads this transition, where 95% use multichannel research and over 80% are open to online purchase completion. However, digital exploration has not reduced the importance of physical showrooms: nine in 10 car buyers globally complete their purchases offline at traditional dealerships. In India, physical dealerships remain critical across demographics, with 54% of Baby Boomers/Gen X buyers and 44% of Gen Y/Z buyers engaging in at least two dealer interactions during their buying journey, while around 7-in-10 Indian buyers continue to choose established automotive brands.

Artificial Intelligence in Automotive Research:
Artificial intelligence is rapidly transforming vehicle discovery and comparison. AI adoption is particularly high across Asian markets and the UAE, with nearly 90% of consumers in Indonesia and close to 80% across age groups in China utilizing AI during car research. In Japan, Europe, and the US, AI usage is concentrated among younger demographics (52% to 61% adoption). Similarly, in India, around 90% of Gen Y/Z buyers and 79% of older generations incorporate AI assistants, online configurators, and 360-degree visualizers into their car-buying research to benchmark prices and compare features.

Battery Electric Vehicle (BEV) Adoption and Barriers:
Consumer interest in BEVs is robust, particularly among younger generations (Gen Y and Z). In India, 57% of consumers express openness to buying a BEV, with Gen Y leading at 61%. However, adoption barriers persist: in the US and Europe, cost and charging speed are major deterrents, whereas in India, leading concerns involve battery reliability (52%) and insufficient charging infrastructure (44%), with 70% of existing Indian BEV owners charging at home. Furthermore, test-driving serves as a powerful catalyst: consumers globally who have test-driven a BEV are up to 2.2 times more willing to consider purchasing one, and in India, 82% of respondents who test-drove a BEV would consider buying one compared to 66% who had not.

Autonomous Driving and Leadership Perspectives:
Appetite for autonomous-driving technology varies significantly across geographies, with 84% of Chinese consumers considering Level 3 autonomous vehicles compared to 47% in Europe and 40% in the US. Advanced autonomous functionality is beginning to challenge traditional brand loyalty, with tech-focused consumers demonstrating a greater willingness to switch manufacturers for superior digital functionality. Discussing these shifts, Klaus Stricker noted that technology acts as a powerful differentiator; Mahadevan Seetharaman emphasized the continued critical role of physical dealerships alongside digital discovery; and Rahul Mishra highlighted that Indian car buyers are increasingly evaluating overall vehicle value and technological features beyond price alone.