New technologies, including AI, are changing how consumers research and choose cars around the globe. Brand loyalty is decreasing and price continues to play powerful role in purchasing decisions in US and Europe, but less so for Chinese buyers, as new research released by Bain & Company finds.
Bain's new Global Automotive Consumer Survey based on responses from more than 12,000 car buyers worldwide finds price remains top consideration when buying car in US and Europe, cited by 68% and 62% respectively, while technology and features 58% rank ahead of price in China. Loyalty to established automakers varies: US buyers most committed while newer Chinese brands entering consideration in Europe. Findings come as legacy automakers face weak growth and pressure on profitability alongside advances in electrification, AI and autonomous driving.
"The car-buying journey is changing quickly, but what stands out is how differently consumers across the globe are responding to that change," said Klaus Stricker, leader of Bain's Global Automotive & Mobility practice. "Technology can be a powerful differentiator for some buyers, while for others, price and brand remain decisive. We find that car buyers are increasingly using AI to compare brands, models and options."
Way consumers choose cars has become increasingly digital. More than 80% globally now combine online and offline interactions during purchase journey, while more than six in 10 start process online. China further ahead with 95% using both channels and more than eight in 10 willing to consider completing purchase online.
But greater use of digital channels has not diminished importance of physical dealership. Nine in 10 consumers globally still complete purchase offline, and more than half buyers in Europe, US and China have at least two interactions with dealers along way.
AI also reshaping how consumers research and compare cars. AI widely used across several Asian markets and UAE, reaching more than 90% in Indonesia and close to 80% across age groups in China. In Japan, Europe and US, adoption more concentrated among younger buyers, with 52%, 61% and 55% respectively using AI, more than twice share of older consumers.
Consumer interest in battery electric vehicles is strong, particularly among younger buyers. Younger consumers Generations Y and Z more likely to buy BEVs, but in China willingness high across both younger and older generations.
For consumers reluctant to buy BEV, cost and charging remain biggest sticking points. In US and Europe, around six in 10 unwilling to pay more for BEV than comparable combustion-engine car, while almost half cite charging times as concern. Closing price gap and making charging more convenient critical.
In Germany BEV registrations jumped 75% year-on-year in August 2026 to around 32% of new car sales driven by new incentives and rising fuel prices.
Getting more buyers behind wheel provides another lever. Consumers who have already test-driven BEV are up to 2.2 times more willing to consider purchasing one. Yet mass-market buyers in Europe and US less likely to have tried BEV compared to premium buyers. Making test-drives easier could be effective way to encourage wider adoption.
Appetite for autonomous-driving technology substantially stronger in China and several Asian and Middle Eastern markets than Europe and US. Some 84% Chinese consumers would consider vehicle offering at least Level 3 autonomy compared with 47% Europe and 40% US. Greater interest could weaken traditional brand loyalty as consumers most interested more willing to switch manufacturers for better functionality.
"Technology is now part of the reason customers choose one manufacturer over another," Stricker added. "That raises the stakes for automakers. Brands need to understand where customers are willing to pay for innovation, where affordability remains the overriding consideration, and where better technology could be enough to persuade a customer to switch. That requires a much more precise understanding of what different customers value."
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