Simon-Kucher automotive study identifies shifting buyer priorities in APAC markets
A study by Simon-Kucher indicates that demand for new vehicles in the Asia-Pacific region remains stable, though consumers are increasingly cautious regarding electric vehicle reliability and pricing.
The 2026 Global Automotive Study released by Simon-Kucher highlights a divergence in consumer behavior across the Asia-Pacific region. While global intent to purchase a new vehicle remains at 73 percent, demand in China and India continues to outpace other markets. Conversely, consumers in Japan, South Korea, and Australia are adopting a more rigorous approach to vehicle procurement.
Analysts note that market participants are prioritizing value and long-term ownership security over brand loyalty. The shift reflects broader economic uncertainty and growing skepticism regarding the technical reliability of electric vehicles (EVs). Buyers are increasingly scrutinizing the total cost of ownership rather than focusing solely on upfront purchase prices.
This trend suggests that manufacturers may need to adjust their sales strategies to address concerns about resale values and EV infrastructure. As regional demand stabilizes, companies that prioritize transparent pricing and risk-mitigation strategies are expected to navigate the current market complexity with greater success.