麦肯锡发布2026年移动出行消费者调查报告，覆盖中国、德国、日本、英国和美国五大市场超2万名车主[1]。调查显示，全球汽车消费者的购车优先级正在发生深刻转变，经济压力、可持续性需求和智能化体验成为驱动消费决策的核心因素[1]。其中，32%的受访者因财务压力推迟购车，45%考虑购买更小车型[1]；60%的消费者将"物有所值"列为仅次于质量的第二大购买标准[1]。约50%的全球受访者购车预算低于4万美元（约27万元）[1]。
新能源转型成为全球共识，但地区差异明显[1]。中国超80%的受访者计划下一辆车为电动车，而欧洲约50%、日本37%、美国36%[1]。值得注意的是，续航里程焦虑已不再是主要痛点，从2023年第二大顾虑下降至2026年第八位[1]。智能驾驶功能的重要性上升，约四分之一的全球受访者愿意为更好的自动驾驶功能更换品牌，中国消费者这一比例达到50%[1]。
中国品牌在海外市场认知度快速提升。54%的欧洲受访者认为中国车企是纯电动技术领导者，40%认为中国在插混技术领先[1]。中国品牌在德国电动车市场的销量占比约12%，在英国约21%[1]。49%的国产品牌车主表示购买原因是"性价比更高"，37%提到"本土品牌自豪感"[1]；50%从西方品牌转向本土品牌的用户表示西方品牌需提升质量、价格和技术[1]。
购车渠道也在经历数字化转型[1]。34%的新车买家完全依赖线下渠道，三分之二已转向全渠道或线上主导模式[1]。在数字工具应用上，45岁以下购车者中28%使用AI工具辅助决策，而45岁以上消费者仅为5%[1]。此外，60%的消费者对购车过程中的个性化服务表示满意[1]。
McKinsey has released its 2026 Consumer Mobility Pulse survey, covering over 20,000 car owners across five major markets—China, Germany, Japan, the United Kingdom, and the United States [1]. The survey reveals that affordability, sustainability, and technological experience have become the primary drivers of purchasing decisions, with economic pressures reshaping consumer behavior across all markets [1].
Financial constraints are directly impacting purchase decisions, with 32% of respondents delaying vehicle purchases due to financial pressure and 45% considering smaller vehicle categories [1]. Value for money has emerged as the second most important purchasing criterion after quality, cited by 60% of respondents [1]. Approximately 50% of global respondents are operating with a purchase budget below $40,000 (approximately 270,000 yuan) [1].
Electric vehicle adoption varies significantly by region [1]. In China, over 80% of respondents plan their next vehicle to be electric, compared to approximately 50% in Europe, 37% in Japan, and 36% in the United States [1]. Concerns about driving range have dramatically declined in importance, dropping from the second-largest worry in 2023 to the eighth position by 2026 [1]. Approximately one-quarter of global respondents are willing to switch brands for improved autonomous driving capabilities, with Chinese consumers showing significantly higher willingness at 50% [1].
Chinese automakers are gaining substantial recognition in European markets for their electric vehicle technology [1]. Fifty-four percent of European respondents view Chinese companies as leaders in pure electric technology, while 40% recognize them as pioneers in plug-in hybrid systems [1]. This recognition is translating into market presence, with Chinese brands capturing approximately 12% of the electric vehicle market in Germany and 21% in the United Kingdom [1]. Among Chinese domestic brand owners, 49% cite superior value for money as their purchase reason, while 37% emphasize pride in supporting local brands [1]. When Western brand customers have switched to domestic Chinese brands, 50% report that Western manufacturers need to improve quality, pricing, and technology [1].
The automotive purchasing process is undergoing rapid digitalization [1]. While 34% of new car buyers still rely exclusively on offline channels, two-thirds have already adopted omnichannel or online-primary purchasing approaches [1]. Consumers under 45 years old are leading this shift, with 28% using artificial intelligence tools to inform their purchasing decisions compared to just 5% of those 45 and older [1]. Overall consumer satisfaction with personalized service in the purchasing process stands at 60% [1].
