Technology, vehicle features and brand reputation are becoming important factors in car-buying decisions in India, while price remains the leading consideration in the United States and Europe, according to a new global automotive consumer survey by Bain & Company. The Global Automotive Consumer Survey, based on responses from more than 12,000 car buyers across 11 markets, found that 68% of US consumers and 62% of European consumers cited price as a key purchase consideration. In China, technology and features ranked ahead of price, with 58% of respondents identifying them as important factors.
In India, affordability remains a consideration, but growing access to vehicle financing and demand for upgrades are influencing purchasing decisions. Around seven in 10 Indian buyers considered only established automotive brands during their most recent purchase, indicating that brand credibility continues to matter as consumers seek more features across vehicle segments.
Klaus Stricker, leader of Bain’s Global Automotive and Mobility practice, said consumers in different markets were responding differently to changes in the automotive sector. He noted that buyers were increasingly using artificial intelligence to compare brands, models and vehicle options.
The survey also found that car-buying journeys are becoming more digital. More than 80% of respondents globally combine online and offline interactions, while over 60% begin their purchase journey online. However, around 90% still complete purchases through physical dealerships.
In India, dealerships remain important for vehicle evaluation and purchase completion. The survey found that 54% of Baby Boomers and Gen X buyers, and 44% of Gen Y and Gen Z buyers, had at least two interactions with dealers during their purchase journey.
Mahadevan Seetharaman, leader of Bain’s India Advanced Manufacturing and Services practice, said automakers needed to connect digital research with dealership experiences to provide a consistent buying process. Artificial intelligence is also gaining traction in India’s automotive market. Around 90% of Gen Y and Gen Z respondents and 79% of older consumers reported using AI during their purchase journey. Buyers use these tools to compare vehicle specifications, assess prices and explore digital configurators and 360-degree vehicle views.
Interest in battery electric vehicles is also growing. The survey found that 57% of Indian consumers were open to buying a BEV, rising to 61% among Gen Y respondents. However, battery reliability, cited by 52%, and inadequate charging infrastructure, cited by 44%, remained key concerns.
Among respondents who had test-driven a BEV, 82% would consider buying one, compared with 66% of those who had not. Bain said improved charging access, competitive pricing and greater opportunities for test drives could support wider adoption. The survey also identified differences in demand for autonomous-driving technology. Some 84% of Chinese respondents would consider a vehicle offering at least Level 3 autonomy, compared with 47% in Europe and 40% in the US.
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