Study: What will be buyers’ priorities and concerns in 2026?

2026 is barely a few days old, and we’re already wondering what the next 12 months will bring. Will the new electric vehicles expected on the market be popular with enthusiasts? Will they continue to turn to hybrid and plug-in hybrid models instead? Will they return to big gasoline engines amid rollback regulations in the United States? So many questions and so few answers.

• Preferences for powertrain types remain stable

• People still recognize the importance of dealerships

• Connectivity and privacy issues remain concerning

However, a serious study conducted by Deloitte between October and November 2025 offers fascinating insights into consumer intentions. And not just those living in Donald Trump’s country. The firm’s survey consulted some 28,000 respondents across 27 countries.

Let’s look at the highlights of this study.

1 — Gasoline models vs. electric models: stable interest

Even though manufacturers are offering more electric vehicles, interest in gasoline models remains stable, as this type of solution remains the best option for 61% of US buyers. Adding hybrid models, the choice of 26% of consumers, leaves little room for all-electric vehicles, which are in the sights of 7% of buyers.

This percentage is, of course, higher in Canada. Still, it’s essential to monitor trends on the American side, given the market’s importance, which often dictates manufacturers’ decisions. For electric models, there’s good news, despite everything; last year, interest stood at 5%.

All this in a context where American authorities are doing nothing to promote the adoption of electric vehicles. And what remains fascinating about the electric vehicle question is consumer concerns. The top three obstacles are available range (47% of respondents), charging time (44%), and overall cost (40%).

The arrival of more affordable models in 2026 should help on this front.

What’s ironic is that people say the main reason they would consider purchasing an electric model is the reduction of their gas bill.

Access to a charger remains a concern for 53% of those surveyed.

2 — Loyalty is declining

Every manufacturer tries to build a loyal customer base. Loyalty is highly profitable and brings stability. However, while some brands are doing better than others on this front, the study shows that loyalty is eroding.

Still focusing on American consumers, we find that 53% plan to switch brands when purchasing their next vehicle. The main reason behind such a turnaround? Product quality, for 58% of those questioned. The vehicle’s performance level (51%) and price (46%) are the other two main reasons they look elsewhere.

“The US automotive sector is entering a critical phase defined by tightening affordability and evolving expectations around value,” says Lisa Walker, vice chair and US automotive sector leader at Deloitte.

Good news for dealerships amid all this, given that some analysts sometimes question their existence and business model. The survey shows that 40% of people consider the ability to test-drive the vehicle a significant factor in their purchase decision. Otherwise, 47% of respondents stated that a transparent pricing policy was important, while 62% believe the model’s price is the main factor in their final decision. Another 57% say they had their last repairs made at the dealership, citing the quality of work as the key driver.

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3 — Over-the-air updates

Two other elements deserve our attention. The first concerns software updates that manufacturers can often perform remotely. More than half of American consumers (52%) say they would keep their vehicle longer if they received regular updates. A quarter (26%) say they would keep their vehicle for 2 to 3 additional years.

Jody Stidham, managing director of global automotive at Deloitte, explains: “Over-the-air updates enhance safety and performance and reduce warranty costs, yet they can also keep vehicles feeling newer for longer, potentially slowing future replacement cycles.”

For the manufacturer who needs to sell vehicles, this is certainly not what they want to hear. There’s a catch, however: the price charged for certain services. In fact, 38% of those surveyed say they don’t want to pay for certain services. In other words, beyond the included trial periods, manufacturers face a challenge.

4 — Privacy: People are worried

Modern vehicles are more connected than ever to our devices. This poses a risk to data security and privacy. And people are worried.

Specifically, 62% are concerned about this. For 58%, it’s interior surveillance cameras that pose a risk, while location data also concerns 58% of consumers.

Final Word

That’s the essential finding of this study. We should take the results with a grain of salt, as with every survey, but they are interesting.

For now, we’ll see what 2026 has in store for us.