• Hybrid vehicle interest climbs: Intent to purchase hybrid electric vehicles (HEVs/PHEVs) in the U.S. increased 5% to 26%, while EV intent stagnates at 5%.
• Brand loyalty shifts: 54% of U.S. consumers plan to switch brands for their next vehicle, driven by quality and performance.
• Autonomous concerns persist: 52% of U.S. consumers remain wary of fully autonomous ride services in their local areas.

Hybrid vehicles gain momentum

Consumer interest in hybrid powertrains is growing as a cost-effective solution to rising fuel prices. According to Deloitte’s 2025 Global Automotive Consumer Study, 26% of U.S. consumers surveyed expressed intent to purchase a hybrid vehicle, up from 21% last year. In contrast, interest in internal combustion engine (ICE) vehicles fell to 62% (down 5 points), and battery electric vehicle (BEV) interest remains flat at 5%.

Key quote: “Interest in full hybrids and range-extender technologies reflects a growing desire for pragmatic, cost-effective solutions that lower emissions without requiring robust charging infrastructure.” — Jody Stidham, Managing Director, Global Automotive, Deloitte Consulting LLP

Lower fuel costs remain the top motivator for EV adoption (56%), followed by environmental concerns (44%) and driving experience (36%). However, 49% of surveyed U.S. consumers cited limited driving range as a major concern, with 46% worried about long charging times and 44% deterred by the cost premium.

Charging infrastructure may be less critical than anticipated, as 79% of U.S. EV intenders plan to charge at home. However, 58% lack access to a dedicated home charger, signaling a need for more affordable home charging solutions. Additionally, 77% of consumers surveyed are willing to wait up to 40 minutes to charge their vehicles to 80%.

Related Article: Volvo Revises 2030 EV Goal, Targets 90-100% Electric and Hybrid Mix Amid Market Shifts

Brand loyalty wanes

Brand switching is on the rise, with 54% of U.S. consumers planning to choose a different brand for their next vehicle—a 3% increase from last year. Quality ranks as the top factor in brand choice (58%), followed by price (53%) and performance (51%).

Despite evolving preferences, only 5% of U.S. consumers are first-time vehicle owners compared to 31% in China, indicating a mature but competitive market in the U.S. Global data shows brand loyalty is weakest in China (76% plan to switch brands) and strongest in Japan (76% prefer domestic brands).

Key quote: “Rising defection rates across several markets highlight the importance of cultivating strong consumer relationships, particularly in emerging markets with a high proportion of first-time buyers.” — Jody Stidham

Consumers weigh autonomous services

Autonomous vehicle (AV) services remain a divisive topic. While more than half (52%) of U.S. consumers express safety concerns about fully autonomous ride-hailing services in their areas, 82% of consumers in India and 77% in China see AI in vehicle systems as beneficial.

Younger consumers (ages 18-34) are more open to shifting away from vehicle ownership in favor of mobility-as-a-service (MaaS). In the U.S., 44% of this age group surveyed expressed willingness to opt for MaaS, compared to 70% in India.

Key quote: “The U.S. automotive industry is navigating a period of profound transformation, shaped by evolving mobility trends, shifting consumer preferences and diverse ownership models.” — Lisa Walker, Vice Chair, U.S. Automotive Sector Leader, Deloitte

As automakers introduce connected service ecosystems, many consumers still prefer smartphone integration, with 63% of U.S. respondents considering it essential. High daily vehicle use (49% in the U.S. vs. 25% in South Korea) reflects differences in mass transit availability.

Deloitte’s report highlights that consumer expectations around vehicle quality, convenience, and mobility options are reshaping the automotive landscape, pushing companies to innovate amid fluctuating brand loyalties and infrastructure challenges.

Read the full report here.

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