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.
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