Car buyers shift gears, most open to switching brands

AUTOMOBILE MANUFACTURERS COULD be heading into challenging territory as consumer brand loyalty continues to erode. According to Deloitte's 2025 Global Automotive Consumer Study, 72% of car buyers are now open to switching brands, highlighting a significant shift in consumer behaviour influenced by evolving expectations, technological innovation, and growing environmental consciousness.

- NITIN KUMAR

"In the auto sector, traditional brand allegiances are giving way to sharper consumer focus on innovation, quality, and value," the study notes. A key driver behind this shift is the increasing demand for advanced in-car technologies, with 35% of respondents citing tech features as their primary reason for considering a brand change. However, technology alone isn't enough—product quality, especially vehicle safety, remains critical for 62% of potential buyers, signaling that trust in reliability continues to be a non-negotiable factor.