MEMA's New CEO and Leadership Team: What it Means for Vehicle Suppliers

Consumer Interest in ICE Vehicles: What It Tells Us About Future Mobility Trends

Update A Steady Shift: U.S. Consumer Interest in ICE Vehicles As the automotive landscape undergoes significant transformation, consumers in the U.S. remain steadfast in their interest in internal combustion engine (ICE) vehicles. According to Deloitte's latest report, the trends reveal not just statistical data but also a reflection of consumer values shaped by technological advances and economic considerations. Understanding Purchase Intent Behind ICE and BEV The 2026 Global Automotive Consumer Study shows steady purchase intent for ICE vehicles at 61%, with hybrid electric vehicles (HEV/PHEV) holding at 26%. While battery electric vehicle (BEV) intentions have slightly increased to 7%, this modest growth indicates a landscape of cautious optimism rather than a sweeping transition. In China, BEV purchase intent stands at a far more robust 20%, revealing stark contrasts across global markets and making it clear that consumers in various regions have differing sentiments about electrification. Affordability and Its Impact on EV Adoption One of the main driving factors influencing U.S. consumers when considering a vehicle is affordability. Diminishing operational costs, especially fuel prices, remain the top reason—52%—for considering an EV. Despite this, charging infrastructure still presents a significant hurdle. Over half of consumers intending to purchase an EV currently lack access to a dedicated home charger, raising concerns about installation expenses and charging feasibility. Range and Charging Time: The Key Concerns Range anxiety persists as a paramount concern among U.S. consumers, with 47% indicating it as their primary worry. Notably, 44% are also deterred by the time required to charge electric vehicles. These apprehensions point to a need for more robust infrastructure and better consumer education to allay fears and foster trust in electric technology. Evolving Brand Loyalty and Consumer Expectations The traditional loyalty to brands is waning as consumers place a higher premium on price, quality, and performance. Remarkably, 53% of U.S. consumers are open to switching brands for their next vehicle purchase, a trend noted globally as well with high intent in markets like China and India. Essential factors like transparent pricing (47%) and getting a good deal (62%) have taken precedence in shaping consumer experiences. A staggering 46% of U.S. consumers expressed indifference toward the brand origin as long as the vehicle meets their expectations. Implications for Dealers and the Automotive Industry This shifting landscape has profound implications for automotive dealerships. As consumers are increasingly inclined to evaluate vehicles in person, trusted dealer interactions are more pivotal than ever. In addition to the purchasing experience, brands are now evaluated not just on their products but also the overall consumer journey, from pre-purchase research through to post-purchase support. Global Perspectives on EV Adoption Interestingly, while U.S. consumers show a tempered approach to EV adoption, others globally exhibit varying levels of enthusiasm. In countries like Japan, hybrid vehicle intentions are notably high at 43%, suggesting that market conditions deeply influence consumer preferences. Each geographic difference highlights a unique interplay of economic, technological, and cultural forces shaping consumer choices. The Road Ahead: Future Trends and Considerations The automotive market is poised for a continuous evolution in consumer sentiment. As technology advances—pushing electric vehicles into the mainstream—the importance of addressing consumer concerns regarding charging infrastructure, range, and total ownership costs will be critical to driving adoption rates upwards. Industry stakeholders must remain adaptable, responding not only to technological advancements but also to the changing preferences of a consumer base that values quality, affordability, and transparent experiences. Conclusion: The Value of Informed Choices Understanding the motivations behind consumer preferences towards ICE and electric vehicles can provide crucial insights for manufacturers and dealers alike. As the market grows more complex, it becomes essential for consumers to remain informed about their choices. For those considering vehicle purchases, understanding the trends in pricing, performance, and technology will help shape reliable decisions for the future of mobility.