On May 12, 2026, we hosted a media conference to unveil the 2026 McKinsey China Auto Consumer Survey. As the world’s largest auto market transitions from rapid, volume-driven expansion to a new era of high-quality development, our latest research reveals how evolving consumer behaviors are actively shaping the industry's next decade.

Our research identified five key trends defining the future of mobility in China:

1. Resilient, Steady Growth: The market is entering a "new normal" of solid, domestic demand. We project a baseline of approximately 240 million passenger vehicle sales over the next decade, driven by accelerated replacement cycles and growing household purchasing power.

2. Value Over Price: Endless price wars are beginning to backfire, creating consumer hesitation rather than driving sales. Thomas (Yinliang) Fang, a Partner in Shanghai and co-author of the report, noted: "Consumers are voting with their behavior—driven by higher value, not lower prices. Automakers must shift from price competition to value competition, deeply cultivating experiences driven by technical innovation."

3. The Resurgence of Brand: Brand has leaped to the #2 most important purchasing factor. Daniel Birke, PhD, a Partner in Beijing and co-author of the report, emphasized that true winners will possess "a clear, differentiated user proposition—consistently delivered through smart EV technology, products, and user experience."

4. The EV Tipping Point: Charging anxiety is rapidly fading thanks to massive infrastructure improvements. Alexander Will, a Partner in Beijing and co-author of the report, pointed out that while pure EVs are becoming the preferred choice, "market demand will still present complex divergence," requiring automakers to build agile, diverse powertrain strategies rather than making single-route bets.

5. Smart Tech as a 'Must-Have': Advanced autonomous driving and in-car AI agents are no longer just bonuses; they are baseline expectations. Tony Zhou, Associate Partner in Shanghai and co-author of the report, highlighted that the next competitive frontier is about the user experience: "Whoever first gives consumers the tangible feeling of 'this car truly understands me' will build irreplaceable user stickiness.”

"We believe tomorrow's winners will be the automakers who turn new technology into reliable everyday features, build brands that consumers truly trust, and work seamlessly with their partners to stay ahead of the competition," said Mingyu Guan, Senior Partner and Leader of McKinsey's Automotive Practice in China.