Price still dominates car buying in US and Europe, while China puts technology first--Bain & Company survey

A Bain & Company survey says price still dominates car buying in the US and Europe, while China’s consumers prioritize technology. Released Oct. 21, 2026, the research highlights that dealers remain central: more than 80% of buyers worldwide mix online and offline channels, yet nine in 10 complete the purchase at dealerships. The study also notes AI is starting to influence decisions, with more than 60% of younger buyers using AI when evaluating their next car. Buyers who have test-driven a battery-electric vehicle are up to 2.2 times more willing to consider one.