06/27/2025

U.S. Hybrid Vehicle Interest on the Rise, Deloitte Study Finds

Source: aftermarket MATTERS

A new 2025 Global Automotive Consumer Study by Deloitte indicates that U.S. hybrid vehicle interest has risen by 5% to 26%, while interest in internal combustion engine (ICE) vehicles dropped by 5% to 62%. Interest in battery electric vehicles (BEVs) remains low at 5%, posing challenges for automakers.

The study was based on a survey of more than 31,000 consumers from 30 countries conducted between October and November 2024.

Hybrid Vehicle Interest

The study indicates that consumers increasingly choose hybrid vehicles to reduce fuel costs and emissions, and public charging infrastructure needs may be overstated based on driving habits.

Consumers prioritize lowering fuel costs (56%), environmental considerations (44%) and driving experience (36%) when choosing EVs. Battery range (49%), charging time (46%) and cost premiums (44%) remain top concerns.

Most U.S. EV buyers (79%) plan to charge at home, though 58% lack access to dedicated EV chargers. About 35% of U.S. consumers drive 60 miles or more only once or twice a month

Vehicle Brand Loyalty Wanes

Brand loyalty among global consumers continues to decline as many plan to switch brands for their next vehicle.

Nearly half of U.S. consumers and most in China and Japan owned the same brand before their current car. However, 76% of consumers in China and 72% in India plan to switch brands.

Consumers in Japan show strong loyalty to domestic brands (76%), while 47% of U.S. consumers prioritize quality (58%), price (53%) and performance (51%) over brand allegiance.

Deloitte’s 2025 Automotive Consumer Study Trends: Technology on Their Terms

New technologies like autonomous vehicles and MaaS offerings reshape consumer expectations while raising safety concerns.

Consumers worry about driverless robotaxi services in India (63%), the U.S. (52%) and the U.K. (52%). In contrast, 82% in India and 77% in China view AI in vehicles positively, compared to 45% in the U.S. and 43% in the U.K.

Smartphone connectivity remains a priority for 63% of U.S. consumers and 87% of Indian consumers. About half of U.S. (49%) and Indian consumers (51%) drive daily, compared to lower percentages in South Korea (25%) and Japan (23%).

Leadership Insights

“As the global automotive sector continues to navigate shifting consumer preferences, powertrain intent and brand affinity are two decisive battlegrounds for industry stakeholders across the value chain,” said Jody Stidham, managing director, global automotive, Deloitte Consulting LLP. “Interest in full hybrids and range extender technologies reflects a growing desire for pragmatic, cost-effective solutions that lower emissions without requiring a robust charging infrastructure. Simultaneously, brand loyalty is being tested, with rising defection rates across several markets signaling the importance of cultivating strong relationships, particularly in emerging markets with a high proportion of first-time buyers.”

Added Vice Chair and U.S. Automotive Sector Leader Lisa Walker, “The U.S. automotive industry is navigating a period of profound transformation, shaped by evolving mobility trends, shifting consumer preferences and diverse ownership models. Considering last year’s slowdown on EV intent, the rise in hybrid adoption may serve as a practical bridge between legacy and alternative powertrains for U.S. consumers as infrastructure and cost realities persist in the near term. Autonomous vehicle technology is also regaining attention, but safety concerns remain a significant hurdle to success.”

To read the full study, click here.