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.