Global Car Buying Intent Slips Seven Points
Simon-Kucher's Global Automotive Study 2026 finds buyers growing more cautious as affordability and ownership costs weigh on purchase plans.
Updated on Nov. 6, 2026 in Buying/Selling
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A 100-page study, Simon-Kucher's Global Automotive Study 2026, reports that 73% of consumers worldwide intend to buy a new car. That figure reflects a seven percentage point year-on-year decline in buying intentions.
Why it matters
Tighter budgets are pushing more consumers toward delaying purchases or considering used vehicles, reshaping demand across the global car market. Buyers are also scrutinizing ownership costs and changing expectations around electric vehicles more closely.
Consideration of used electric vehicle purchases reaches 61% in India and 35% in Japan. In India, 85% of buyers and in China, 75% of buyers express interest in prepaid maintenance and long-term service contracts.
The players
Simon-Kucher & Partners
Simon-Kucher & Partners is a global strategy and pricing consulting firm that publishes industry research, including its Global Automotive Study.
The details
The study finds that China and India continue to lead automotive demand in Asia-Pacific, while buyers in Japan, South Korea and Australia are becoming more cautious. Buyers globally more often prioritize warranties, transparent vehicle histories and seller credibility over price alone.
Timeline
Simon-Kucher's Global Automotive Study 2026 was published in 2026.
Global buying intentions declined seven percentage points year on year.
Price-related purchase considerations gained five percentage points compared with the previous year.
Market Landscape
The study's year-on-year tracking shows global buying intentions falling even as China and India continue to lead regional demand. The shift toward used vehicles and service-contract interest signals a market where buyers are prioritizing affordability and ownership costs.
Buyers facing tighter budgets may find used vehicles and prepaid maintenance plans more worth comparing before committing to a new purchase. Warranties, vehicle histories and seller credibility are becoming key factors to check when evaluating a deal.
The takeaway
Prioritizing warranties, transparent vehicle histories and service terms can matter as much as the sticker price when deciding whether to buy new or used. Comparing total ownership costs before purchasing can help avoid surprises later.
Further reading
For more on how buyers are weighing new and used options, explore the Buying/Selling section.
Source note: This article includes information reported by Consultancy.
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