Gas and hybrids still dominate car shopper intent, but brand loyalty is cracking and buyers expect more from connected technology and vehicle service than ever before.
Driving the news: Consumer interest in internal combustion engine (ICE) and hybrid vehicles remains flat, while battery-electric vehicle (BEV) purchase intent edged up 2 percentage points year-over-year to 7%, according to Deloitte's 2026 Global Automotive Consumer Study.
The details: The report surveyed more than 28,000 consumers across 27 countries from October through November 2025. In the U.S., 61% of consumers surveyed expressed purchase intent for ICE vehicles and 26% for hybrids (HEV/PHEV).
“Fueling” remains the top reason (52%) U.S. consumers consider EVs, but available driving range is still their greatest concern at 47%, followed by charging time at 44% and overall cost at 40%.
However, overall brand loyalty continues to weaken. 53% of U.S. consumers surveyed plan to switch brands on their next purchase, driven primarily by product quality (58%), vehicle performance (51%), and price (46%).
Between the lines: Connected features matter, but only specific ones.
U.S. consumers demonstrate the highest willingness to pay for safety and security-related tech, including anti-theft tracking (61%), pedestrian/vehicle detection (59%), and emergency assistance (58%).
But willingness to pay for over-the-air (OTA) updates remains limited. 38% of U.S. consumers said they wouldn't pay anything extra for it.
"As the global industry advances toward software-defined vehicle platforms, continuous upgradability is becoming a powerful way to extend vehicle life and strengthen consumer loyalty," said Jody Stidham, managing director of global automotive at Deloitte. "At the same time, it introduces a strategic dilemma: OTA updates enhance safety and performance and reduce warranty costs, yet they can also keep vehicles feeling newer for longer, potentially slowing future replacement cycles."
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The intrigue: Vehicle service and maintenance is becoming a loyalty lever. Fifty-seven percent of U.S. vehicle owners surveyed had their most recent service experience at a dealership, compared to 31% at independent repair facilities.
And trust follows service quality. Twenty-five% of U.S. consumers report the highest trust in the dealership where they regularly service their vehicle, followed by 21% for the dealership where they bought the vehicle.
Transparency around pricing and the work performed ranked as the most important aspect of a service experience for 24% of respondents,
Meanwhile, 20% said quality of work remains the top driver of where they choose to service their vehicle.
"The U.S. automotive sector is entering a critical phase defined by tightening affordability, evolving expectations around value, and a growing emphasis on longer-term ownership experiences," said Lisa Walker, vice chair and U.S. automotive sector leader at Deloitte.
Bottom line: The real battleground is vehicle service repair and maintenance. And dealers know that if they deliver quality work, clear pricing, build long-term service relationships, they will capture new customers and keep their own from leaving.
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