Bain survey: price still dominates in the US and Europe, while Chinese buyers rank technology first

Bain & Company's new Global Automotive Consumer Survey, based on responses from more than 12,000 car buyers worldwide, finds price remains the top consideration when buying a car in the US (cited by 68% of consumers) and Europe (62%). In China, technology and features (58%) rank ahead of price. Loyalty to established automakers also varies considerably: US buyers remain the most committed, while newer Chinese brands are entering consideration in Europe. The findings come as legacy automakers face weak industry growth and continued pressure on profitability, alongside rapid advances in electrification, artificial intelligence and autonomous driving.

The way consumers choose cars has become increasingly digital. More than 80% of respondents globally now combine online and offline interactions during the purchase journey, and more than six in 10 start the buying process online. China is further ahead, with 95% using both online and physical channels and more than eight in 10 willing to consider completing their purchase online. But greater use of digital channels has not diminished the physical dealership: nine in 10 consumers globally still complete their purchase offline, and more than half of buyers in Europe, the US and China have at least two interactions with dealers along the way.

AI is already widely used by car buyers across several Asian markets and the UAE, reaching more than 90% in Indonesia and close to 80% across age groups in China. In Japan, Europe and the US, adoption is more concentrated among younger buyers, at 52%, 61% and 55% respectively, more than twice the share of older consumers. Klaus Stricker, leader of Bain's Global Automotive & Mobility practice, said car buyers are increasingly using AI to compare brands, models and options.

For consumers still reluctant to buy a battery electric vehicle (BEV), cost and charging remain the biggest sticking points: in the US and Europe around six in 10 are unwilling to pay more for a BEV than for a comparable combustion-engine car, while almost half cite charging times as a concern. Younger consumers (Generations Y and Z) are generally more likely to buy BEVs, but in China willingness to buy one is high across both younger and older generations. Consumers who have already test-driven a BEV are up to 2.2 times more willing to consider purchasing one, yet mass-market buyers in Europe and the US are less likely to have tried a BEV than premium buyers. Bain cites Germany, where BEV registrations jumped 75% year-on-year in August 2026 to around 32% of new car sales, as new government incentives, rising fuel prices and new strong BEV models narrowed the price gap.