Globally, while new generations are emerging as the most open to electric vehicle brands, 55% of consumers believe that some established car brands will disappear due to the new ecosystem in the automotive industry, electric vehicles, and change. On a global scale, established brands in the existing automotive sector are seen as among those at highest risk of disappearing if they cannot adapt to this change. Globally, manufacturers, established brands, and new players are competing to attract consumer interest by adapting to the changing automotive ecosystem and consumer expectations. While established brands leverage their historical legacy, they must also consider the R&D strength of rising new manufacturers, as well as the competition and appeal of their models. Beyond all this, established brands are highlighting their strongest assets – quality and reliability – to address concerns about brand perception.
Automotive manufacturers need to analyze consumer preferences in parallel with generational shifts and take steps to adapt their marketing, sales, and after-sales services accordingly. Personalized recommendations, marketing activities, and transparent pricing policies are becoming increasingly important for increasing consumer satisfaction, playing a critical role in making brands stand out in the eyes of consumers. Automotive manufacturers will have to prioritize integration with phone applications in their current and future models, and will strive to offer similar digital features in in-car systems to appeal to younger customers. As vehicles become more autonomous and connected in the coming period, efforts to improve user experience and data privacy will become even more critical.
For consumers, price will remain the most decisive purchasing criterion, as it has always been, while total cost of ownership and price-performance perception will come to the forefront; consumers will focus on features and advantages that provide this balance. Accordingly, connected vehicles and the applications and features offered by brands within vehicles will become much more important in the coming period. While interest in electric vehicles remains strong, especially among younger generations, automotive manufacturers will emphasize sustainability efforts and infrastructure improvements to address range anxiety and concerns about the future of electric vehicles.
Key automotive trends in 2026 highlight potential growth opportunities for automakers, dealers, and related stakeholders in terms of long-term growth. With 68% of consumers viewing test drives as a necessity, this could give physical dealerships an advantage over online channels. Therefore, the impact of hybrid models, which offer both online and physical sales, is expected to increase even further in the coming period. Over the last decade, the automotive industry has experienced a systemic leap in terms of electric and smart vehicles. For the first time, it has gained the ability to reshape the global industrial structure. This leap should not be interpreted solely in terms of “larger scale, faster iteration, or lower costs.” The real transformation has been shaped by redefining what a car is through industrial applications, re-imagining how vehicles are produced, and radically restructuring the value structure of the supply chain.
To still view the car solely through the lens of internal combustion versus electric means missing the scale of this transformation. Today, it is necessary to position the car not just as a hardware product, but as an integrated ecosystem with an operating system and data platform. Advanced driver assistance packages, large screens, or powerful sound systems, which have become standard globally, are no longer the sole distinguishing features for the consumer. Automobile manufacturers are redesigning vehicles as constantly evolving, mobile smart devices on wheels and real-time user data feedback systems.
This shift in understanding is crucial; Because it determines how R&D resources are allocated, how organizations collaborate, and how the supply chain is restructured. Centralized computing platforms, software architecture, software updates, and smart city data feedback loops are completely reshaping the philosophy of the automotive product. In the near future, financial applications will be offered in embedded finance formats as an integral part of the in-vehicle experience. This transformation will accelerate manufacturers' establishment of strategic partnerships with financial institutions, while in-vehicle financial experiences will become a key factor influencing brand preferences for consumers.
