reports

Where the Next Car Buyer Is. Automotive Report 2026

  • Understanding automotive research and decision-making
  • The role of language and culture in research habits, vehicle preferences, and purchase motivations
  • Diverse Vehicle Purchase Behaviors
Report Abstract

We conducted a survey to understand vehicle ownership, purchase intentions, EV interest, automotive research habits, and key factors influencing vehicle-buying decisions. The report explores differences across Hispanic, Black, Asian, and non-Hispanic White consumers, including how language preferences shape behaviors within the Hispanic market. The findings offer actionable insights to help automotive brands better understand, reach, and engage their next generation of car buyers.