1、What car buyers really want in 2026The Customer OdysseyContentsFrom ownership to experienceSummaryThe trust factorThe path to purchaseDigital expectationsBeyond the buy345814242The Customer OdysseyFrom ownership to experience2026 across four key categories:emotional motivation,digital interaction,th

2、e path to purchase,and the ownership experience.The findings reveal a clear picture of how to approach the demands of a more discerning and more connected customer.For mobility brands,this represents an opportunity to create lasting differentiation through meaningful,end-to-end experiences.Customer

3、expectations around mobility are shifting across every stage of the journey.From how people first discover and purchase vehicles,to the services they expect in-car and post-purchase,the definition of value is changing.This report is based on a global study of more than 1,000 participants who recentl

4、y bought or want to buy a new car in the next 12 months.It explores what customers really want in 3The Customer OdysseySummaryTaken together,these signals show that customers arent waiting for the future they already live in it.For OEMs,the opportunity is to close the gap between aspiration and deli

5、very:make digital journeys effortless,ensure human support is available at the right moments,and focus on practical innovation that drivers are ready to use and willing to pay for.And because one in three owners say a meaningful loyalty program would keep them with the brand,experience innovation mu

6、st extend beyond the point of sale.The post-purchase journey has become the decisive link between todays buyer and tomorrows repeat customer.Our research confirms that the fundamentals of mobility are being redefined.Buyers are moving beyond product features and image toward substance,trust and seam