Honda, Toyota, Ford Lead In Consideration

The COVID-19 pandemic continues to shape automotive consumer behavior including driving a surge in online purchases, per YouGov's International Automotive Report. 2021,

The youngest group surveyed (18-24 years) has the highest consideration for a wider range of mobility options, including ridesharing.

Consumers value sustainability, with 61% willing to pay more for the option. They also value purpose-driven companies; 57% like brands willing to get involved in social issues.

Among those looking at making an automotive purchase, Honda (36%), Toyota (35%) and Ford (33%) came in as the top brands under consideration for U.S. survey participants.  Additionally, Volvo (21%), Audi (18%) and Acura (17%) came in as the top brands by affinity.



The automotive and mobility sector is going through a period of transformation, accelerated by digital enablement, says Suzanna Mitrovich, YouGov’s global sector head of automotive.

U.S. consumers have increased interest in online purchasing options, avoiding dealership price negotiations (39%).  

American attitudes towards the car purchase journey help to explain the rise in future online purchase behavior. In the U.S., where future online consideration (39%) was more than five times greater than past behavior rates (7%), buyers are far more motivated by the convenience of shopping virtually and by having the ability to avoid potentially unpleasant price negotiations with dealers.

The U.S. market has the greatest aversion to price negotiations globally, where 27% say they will decide where and how they buy their next car -- a full 15 points higher than the global average.

Ultimately, U.S. consumers see less need for transportation with the lifestyle change of working from home, resulting in expected lower usage over the next 12 months.

Behavioral changes from consumers such as postponed plans, revised budgets, and different model preferences have been seismic and naturally altered the way they see and use mobility.  

Globally, nearly 5 in 10 of those surveyed across 17 key markets claimed they drove less. This was most pronounced among the oldest cohort.

The report tapped into the power of YouGov’s connected data systems. The results show that 41% of buyers are millenials, with 58% male, 50% mid/high income, and 43% located in the suburbs.

The demographics reflect a market that is both tech-savy and purpose-driven, and 89% believe technology changes related to online auto shopping make life easier.

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