Around 90% of consumers in the UAE would consider buying a vehicle with Level 3 autonomous-driving capabilities or higher, compared with 84% in China, 47% in Europe and 40% in the US, according to a new survey by Bain & Company.
The findings point to strong consumer interest in advanced automotive technology in the UAE, as automakers explore opportunities in electric vehicles, artificial intelligence and autonomous driving.
“Middle East consumers are different. In our work in the region, we see a strong appetite for new technologies such as EVs and autonomous driving. We will be sharing a dedicated Middle East view in the coming months,” said Karim Henain, leader of Bain & Company’s Advanced Manufacturing & Services practice in the Middle East.
Bain’s Global Automotive Consumer Survey examines how purchasing priorities and vehicle-buying behaviour vary across markets amid slower industry growth and pressure on automakers’ profitability.
Technology reshapes buying decisions
The survey found that technology and features are the leading car-buying consideration for 58% of consumers in China. In comparison, price remains the top priority for 68% of respondents in the US and 62% in Europe.
“The car-buying journey is changing quickly, but what stands out is how differently consumers across the globe are responding to that change,” said Klaus Stricker, leader of Bain’s Global Automotive & Mobility practice.
“Technology can be a powerful differentiator for some buyers, while for others, price and brand remain decisive. We find that car buyers are increasingly using AI to compare brands, models and options.”
Digital research, offline purchases
More than 60% of consumers globally begin their car-buying journey online, while more than 80% use a combination of online and offline channels. Despite the growing role of digital platforms and AI-powered tools, nine in 10 buyers still complete their purchases offline, underlining the continued importance of dealerships.
AI adoption is particularly strong among younger buyers in the UAE, while China has widespread use across generations. Consumers are increasingly using digital tools to research vehicles, compare models and assess features before making purchasing decisions.
EV adoption faces barriers
Interest in battery electric vehicles (BEVs) varies by market and age group. Around half of younger consumers in China, the US and Europe would consider buying one, with lower interest among older consumers in the US and Europe.
Price and charging concerns remain barriers to adoption. However, the survey found that consumers who have test-driven a BEV are up to 2.2 times as willing to consider purchasing one, suggesting that firsthand experience could help encourage wider adoption.
For automakers, the findings highlight the need to adapt to differing consumer priorities, from technology-led demand in China to price sensitivity in the US and Europe, while exploring opportunities in the Middle East as interest in advanced automotive technologies grows.
