Bain & Company survey highlights regional disparities in automotive purchasing behavior
A new report from Bain & Company finds that price remains the primary driver for car buyers in the US and Europe, while technology is the priority for consumers in China.
Bain & Company’s latest market research indicates a significant divergence in how consumers approach car purchases across global markets. While price sensitivity remains the dominant factor influencing buyers in the United States and Europe, consumers in China increasingly prioritize vehicle technology and software capabilities when choosing a new car.
Despite the rapid growth of digital platforms, traditional dealerships remain essential to the purchasing process. The data shows that while over 80 percent of buyers globally now adopt an omnichannel approach—combining online research with physical interaction—nine out of 10 consumers still finalize their purchase in person at a dealership.
The integration of artificial intelligence is also reshaping the customer journey. Among younger demographics, more than 60 percent of buyers utilize AI tools to assist in evaluating options, signaling a fundamental shift in how consumers interact with automotive brands before entering the showroom.