2026年汽车买家真正想要什么？（英）

What car buyers really want in 2026The Customer OdysseyContentsFrom ownership to experienceSummaryThe trust factorThe path to purchaseDigital expectationsBeyond the buy345814242The Customer OdysseyFrom ownership to experience2026 across four key categories: emotional motivation, digital interaction, the path to purchase, and the ownership experience.The findings reveal a clear picture of how to approach the demands of a more discerning and more connected customer. For mobility brands, this represents an opportunity to create lasting differentiation through meaningful, end-to-end experiences. Customer expectations around mobility are shifting across every stage of the journey. From how people first discover and purchase vehicles, to the services they expect in-car and post-purchase, the definition of value is changing. This report is based on a global study of more than 1,000 participants who recently bought or want to buy a new car in the next 12 months. It explores what customers really want in 3The Customer OdysseySummaryTaken together, these signals show that customers aren’t waiting for the future — they already live in it. For OEMs, the opportunity is to close the gap between aspiration and delivery: make digital journeys effortless, ensure human support is available at the right moments, and focus on practical innovation that drivers are ready to use — and willing to pay for. And because one in three owners say a meaningful loyalty program would keep them with the brand, experience innovation must extend beyond the point of sale. The post-purchase journey has become the decisive link between today’s buyer and tomorrow’s repeat customer. Our research confirms that the fundamentals of mobility are being redefined. Buyers are moving beyond product features and image toward substance, trust and seamless experiences that span the entire journey. More than half of customers — and nearly six in ten in Europe — want their next purchase to be fully online. At the same time, 81% still expect direct human access when it matters, proving that digital-first does not mean no human connection. Inside the car, expectations are accelerating just as quickly. Nine in ten drivers want voice assistants for practical, real-time tasks, and nearly as many see AI features as essential to the driving experience, with adoption led by Gen Z and Millennials. Appetite for value is clear: two-thirds of respondents are willing to pay €11–30 per month for digital services, establishing a clear monetization sweet spot. 4The Customer OdysseyThe trust factor5The Customer OdysseyOnline car sales are projected to account for 17% to 23% of all new car purchases by 2035, depending on market maturity and adoption speed (2022)1 29% of consumers said they would be willing to purchase online if the experience were seamless and easy to navigate (2023)2of all respondents in the EU and 51% overall want to complete their next car purchase entirely onlinePeople are no longer just exp