How Car Buyers Research Brands Is Reshaping Auto Ad Strategies: Deloitte

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As global car buyers become more cost-conscious and digitally fluent, the way they discover and evaluate vehicle brands is shifting in ways that carry clear implications for advertisers and media buyers, according to a new report from Deloitte.

Deloitte’s 2026 Global Automotive Consumer Study, based on surveys of more than 28,500 consumers across 27 countries, finds that while the purchase journey is increasingly digital, physical touchpoints such as dealer visits remain central to how consumers learn about makes and models and ultimately make decisions.

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