Munich – At IAA Mobility 2025, Valtech, the global experience innovation company, unveiled a landmark study: The Customer Odyssey: What Car Buyers Really Want in 2026. Drawing on insights from more than 1,000 car buyers and intenders across Europe and the United States, the research uncovers a significant shift in consumer expectations: 91% of drivers want to use in-car voice assistants, and 89% are ready to embrace AI as part of their driving experience.
Technology as an expectation, not a luxury
Consumers now view AI and voice as everyday essentials for mobility, not futuristic add-ons. Respondents see these technologies as critical for routine tasks such as navigation, charging, or recalls. Yet, while technology drives convenience, 81% of buyers still want meaningful human interaction during their purchase journey — showing that empathy and trust remain at the center of the mobility experience.
Digital-first commerce accelerates
The study also reveals a growing appetite for digital-first car buying:
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57% of consumers in Europe and 51% globally would complete their next car purchase entirely online.
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65% are willing to pay €11–30 per month for digital services and features, creating a clear recurring revenue opportunity for automakers.
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1 in 3 buyers say a well-designed loyalty program would influence their brand commitment, raising the stakes for customer retention.
Reliability over novelty
While consumers are open to futuristic features, their top demand remains reliability. Forty percent of respondents said that stable smartphone connectivity would most improve their in- car experience — a reminder that practical usability outweighs flashy innovation.
“Car buyers no longer separate online from offline – they expect seamless, transparent, and human-centered experiences at every stage of the journey,” said David Toma, Global Strategy Lead Automotive & Mobility at Valtech. “The data is clear: consumers want AI and voice to make their lives easier, but only if grounded in trust, reliability, and practical value. And importantly, they still want the reassurance of human interaction where it matters most.”
“Customers are telling us they don’t want gimmicks; they want practical innovation that feels natural,” Toma added. “For mobility brands, the opportunity is to move beyond experimenting with AI and voice and instead design journeys that are truly conversational, personalized, and effortless — blending the best of digital with the best of human.”
A generational shift
Conducted in July 2025, the survey captured perspectives across the U.S. and European markets, with strong representation from Gen Z and Millennials. These generations are shaping tomorrow’s mobility landscape, where technology, personalization, and trust converge to redefine the driving experience.
Download the report:
The Customer Odyssey: What car buyers really want in 2026
About Valtech
Valtech, the global leader in Experience Innovation, exists to unlock a better way to experience the world. By delivering sustainable, human-centric digital solutions that prepare businesses for the future, we empower brands to leapfrog the competition and surpass best practices. Our 7500-strong team in 24 countries crafts intelligent, personalized experiences that blend crafts, categories, and cultures. At the intersection of data, AI, creativity, and technology, we touch lives, grow businesses and unlock value in a digitally accelerated world. Our clients include the world’s best-known brands, such as L’Oreal, LVMH, Mars, P&G, Volkswagen, Dolby, Santander and BBC. See our work at Valtech.com.
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