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business9h ago
2026 Global Automotive Consumer Study | Deloitte Southeast Asia
- The study surveyed over 6,000 SEA consumers across six markets to assess electrification, connectivity, and servicing trends.
- EV adoption is uneven with hybrids gaining appeal as costs and charging concerns influence choices.
- Brand loyalty is shifting with notable switching intent among first-time car owners in SEA.
- Research sources cited include social media, dealer visits, and manufacturer websites as top influencers.
- Customers seek transparent pricing and value, influencing purchase decisions beyond price alone.
- Connectivity features are valued for safety and decision-making, yet data-sharing concerns persist.
- OTA updates and AI personalization are shaping views on software-defined vehicles in SEA.
- OEMs are pressured to compete on product quality, performance, and value amid high switching intent.
- Trust and transparency in data use and end-of-life battery issues emerge as electrification scales.
- The report highlights servicing quality and trusted providers as key criteria for choosing service.
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