Our data provides a roadmap, so you know where the automotive consumer is heading.
From the rise of EVs to shifting expectations around connectivity and sustainability, the auto industry is under pressure. New competitors, evolving regulations, and economic uncertainty make predicting consumer demand harder than ever.
Of U.S. adults would be at least somewhat comfortable purchasing their next vehicle through an online-only dealership.
Of U.S. adults would rather pay a set “best available” price for a car than haggle for a better deal.
Of U.S. consumers would be less likely to purchase an EV if the price of fuel decreased.
Of U.S. adults are concerned about the price of electric vehicles.
Assess where your brand stands in relation to your top competitors.
Know what new technologies customers want to see, and how to best communicate your value proposition.
Know what consumers want from automotive brands, and how consumer priorities shift over time.
See how consumers think about your brand reputation in contrast with your competitors.
Automotive: An Industry Snapshot Learn more about current consumer trends in the automotive industry including electric vehicles and the car-buying experience. Discover which brands hold the highest equity scores, and which are seeing the greatest growth. Download the ReportIn the last year, the automotive industry has had to overcome supply-chain issues and low inventory levels. […]
Article • 1 min Read
Automotive manufacturers and suppliers need to innovate and differentiate to capture new business and build brand equity. Selecting and integrating the right advanced technologies—those that drive business performance, product differentiation and customer loyalty—is essential. The annual Harris Poll US AutoTECHCAST (ATC) reflects the perspectives of over 10,000 current vehicle owners and provides an in-depth assessment […]
Article • 1 min Read
The federal EV tax credit has been supporting electric vehicle adoption in the United States by reducing the upfront cost for consumers. Now, with the House’s recent passage of the Trump Administration’s “Big Beautiful Bill,” which proposes eliminating the $7,500 federal tax credit, the industry faces a potential shift in consumer demand. Prior to the […]
Article • 5 min Read
We explore how U.S. consumers view Chinese automakers today, and what’s driving both curiosity and caution.
Article • 1 min Read
Automotive manufacturers and suppliers need to innovate and differentiate to capture new business and build brand equity. Selecting and integrating the right advanced technologies—those that drive business performance, product differentiation and customer loyalty—is essential. The annual Harris Poll US AutoTECHCAST (ATC) reflects the perspectives of over 10,000 current vehicle owners and provides an in-depth assessment […]
Article • 1 min Read
A long-standing Harris Poll client, Urban Science is an automotive consultancy and technology firm that supports automotive original equipment manufacturers (OEMs) and dealers. For five consecutive years, Urban Science has partnered with The Harris Poll’s Corporate Strategy & Reputation team to produce an annual thought leadership report on the transformation of the automotive industry. Download […]
Article • 1 min Read
Automotive manufacturers and suppliers need to innovate and differentiate to capture new business and build brand equity. Selecting and integrating the right advanced technologies—those that drive business performance, product differentiation and customer loyalty—is essential. The annual Harris Poll US AutoTECHCAST (ATC) reflects the perspectives of over 10,000 current vehicle owners and provides an in-depth assessment […]
Article • 3 min Read
BMW was the second highest growth brand within the automotive industry from Q3 to Q4 2022, according to QuestBrand data. This ranking is based on quarter-over-quarter growth in brand equity, a measure of the value consumers see in a brand at a moment in time. Brand equity is an average of four components – brand familiarity, […]
Article • 3 min Read
Recently, Ad Age and The Harris Poll launched a Gen Z Brand Tracker. The quarterly tracker uses QuestBrand data to rank the top 20 brands by brand equity growth across Gen Z adults (ages 18-24). Brand equity is an overall gauge of how consumers perceive a brand’s value based on four components: familiarity, quality, consideration, and […]
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