20:17 20-01-2026

Price is key for German car buyers, with rising interest in EVs

Price has emerged as the primary consideration for German car buyers. According to the Deloitte Automotive Consumer Study 2026, cost is the decisive factor for 54% of respondents. One in four participants, or 25%, plan to spend less than €15,000 on their next vehicle. A further 56% have budgeted between €15,000 and €50,000, while 12% are prepared to pay €50,000 or more.

In this context, 57% of study participants intend to purchase a used car, with only 43% considering a new vehicle. Other factors proved less significant: product quality was noted by 50% of those surveyed, and brand recognition by 39%.

Interest in electrified models in Germany has seen a modest uptick, with 39% willing to choose such an option for their next purchase. A fully electric vehicle is preferred by 16% (up from 14% the previous year), a plug-in hybrid by 10% (up from 9%), and a non-plug-in hybrid by 14% (up from 12%). Meanwhile, the share of those wanting to buy a combustion-engine car has declined from 53% to 49%.

The study also highlights the importance of home charging, revealing that 74% of electric vehicle owners already have the capability to charge at home.