Summary
- In the U.S., the intent to purchase a hybrid vehicle is up by 5 percentage points to 26% as consumers seek a fuel-efficient solution.
- Chinese consumers showed a preference for workplace charging locations, potentially due to limited home charging options or as a benefit in a more mature EV market.
- Chinese respondents expected longer charging times at public charging stations compared to German and American respondents.
- German consumers displayed the most loyalty to domestic auto brands, with Americans more interested in foreign brands.
- Consumers in China are more open to smart EVs, AI integration, MaaS, and buying insurance from automakers compared to consumers in other markets, who show more skepticism toward these technologies.
Article
Deloitte’s 2025 Global Automotive Consumer Study delves into the consumer trends and issues impacting the global automotive industry, focusing on electrification, future vehicle intentions, brand loyalty, connectivity features, and mobility services. In the U.S., there has been a 5% increase in consumer intent to purchase a hybrid vehicle as individuals seek a solution that combines the best of both fuel worlds. Comparing the Chinese, German, and US EV markets, significant differences are noted in terms of consumer preferences and behaviors.
Chinese consumers show a higher inclination towards workplace charging for their electric vehicles compared to consumers in Germany and the US, indicating a potential lack of home charging options and a recognition of the benefits of workplace charging in China. Additionally, Chinese respondents have different expectations regarding charging times at public charging stations, with lower percentages expecting shorter charging times than respondents in Germany and the US, showcasing varying attitudes towards charging infrastructure.
German consumers exhibit the highest loyalty to domestic auto brands, with a majority expressing a preference for German automakers. In contrast, American consumers show more interest in purchasing from foreign manufacturers, while Chinese consumers display a mix of preferences for both domestic and foreign brands. Interestingly, there is general apathy towards the nationality of the auto brand among consumers across all markets.
The importance of purchasing locally produced vehicles is highlighted, with Chinese consumers showing a strong preference for buying directly from automakers online. In contrast, Germans tend to favor purchasing their vehicles from traditional auto dealerships, reflecting differing consumer behaviors in the two markets. Moreover, Chinese consumers also express interest in buying insurance directly from automakers, showcasing a unique approach to purchasing vehicles and related services.
Chinese consumers demonstrate a heightened interest in smart EVs, AI integration in vehicles, and the potential for Mobility as a Service (MaaS), indicating a more advanced market with evolving consumer demands. In contrast, consumers in Germany are more reserved about these technological advancements, showing skepticism towards AI integration in vehicle systems. The cultural differences in consumer preferences and attitudes towards technology in the automotive industry are evident across these markets, with varying levels of acceptance and interest.
Overall, the findings from Deloitte’s study underscore the differing consumer behaviors and preferences in the Chinese, German, and US EV markets, reflecting unique market dynamics and cultural influences on purchasing decisions. Chinese consumers exhibit a greater inclination towards EVs, workplace charging, online vehicle purchases, and advanced technologies like AI integration, highlighting the country’s position as a leader in the global automotive industry. In contrast, German consumers show strong loyalty to domestic auto brands and a preference for traditional vehicle purchasing channels, while American consumers display a more eclectic mix of preferences for domestic and foreign brands.
Read the full article here
