In 2026, the new generation's car buying trend shows that being merely affordable and good is insufficient; the vehicle must be cost-effective over its entire lifespan.
On 22 Dec 2025 GMT+7, Krungsri Auto, part of Bank of Ayudhya Public Company Limited, revealed findings from the KA the Poll survey on car buying trends among consumers in 2026, noting that new-generation consumers no longer focus solely on car models and prices.
Instead, they emphasize cost-effectiveness throughout the vehicle's life, including choosing cars for whole-family use, buying electric cars to save expenses, seeking new ways to use vehicles, and looking for digital auto loan solutions that fit modern lifestyles, with details as follows.
Trend 1: Affordable and good isn’t enough; must be cost-effective over the vehicle’s lifespan.
Today's consumers do not decide on cars based only on price or quality. They also consider the total cost of ownership (TCO), including fuel, maintenance, depreciation, and other annual expenses.
Seventy-two percent of respondents said they prioritize long-term vehicle expense planning. Moreover, over 24% of those switching to electric, hybrid, or plug-in hybrid cars want manufacturers to clearly present annual total costs upfront to aid their future purchase decisions.
Trend 2: Choosing New Energy Vehicles (NEV) for cost savings.
Driven by cost-effectiveness and diverse options, electric vehicle popularity continues to rise. Forty-eight percent of respondents plan to switch to electric or hybrid cars to save on long-term fuel costs.
Additionally, over 32% value new technologies that enhance safety and convenience, such as advanced driver assistance and intelligent safety systems, while 14% emphasize clear information on infrastructure readiness, like charging stations, as key factors before buying a new car.
Trend 3: One car purchase must serve the entire household.
Many consumers now consider family lifestyle and usage patterns, not just the driver's needs. Twenty-seven percent of respondents tend to buy a single car for family use or plan to reduce the number of cars to lower overall expenses.
Trend 4: Lifestyle changes lead to less car use and more flexible options.
Current work patterns, especially working from home, clearly impact vehicle usage. Over 12% report using cars less, while another 7% have changed their vehicle needs, aligning with the growing popularity of car-sharing and non-ownership models.
More than 11% see long-term car subscription services playing a bigger role, appreciating flexible costs and maintenance convenience without user management.
Trend 5: Auto loan applications must be convenient, simple, and fully online.
Digital-era consumers value speed and ease in loan applications. Thirty-three percent of respondents said applying for loans through fully digital financial institutions will become increasingly important.
Meanwhile, 18% mentioned options combining insurance and loans in one package to streamline vehicle expense management in a single process.
The KA the Poll survey reflects consumer behavior trends for 2026 from Krungsri Auto’s sample group, highlighting increased focus on long-term financial planning and seeking options that efficiently manage overall costs beyond mere vehicle features.
As a market shaper, Krungsri Auto will continue developing digital solutions to support evolving user behavior and drive the automotive loan market toward a sustainable future.