Looking Beyond The Purchase Price: What car buyers want in 2026
In our recent article, Spending with care: the current reality of big-ticket purchases in the UK, we explored how consumers are continuing to engage with major purchases, but with a more considered mindset. Spending has not stopped, but expectations around what feels manageable and worthwhile have shifted.
Automotive brings that mindset into sharper focus. It is a category where the financial commitment is high, the decision is rarely impulsive, and the consequences of getting it wrong feel more significant. As a result, it shows more clearly what consumers need to move from consideration to action.
Our data demonstrates what car finance providers need to be thinking about when shaping their propositions and customer conversations in 2026 and beyond.
Beyond the upfront cost
It is easy to assume that the biggest barrier to buying a car right now is the upfront cost or the monthly payment. We are in the middle of a long-running and well-publicised cost-of-living crisis, after all.
However, what our recent data shows is that consumers are more concerned about what happens after they drive away.
Among current car owners and prospective buyers, running costs such as insurance, maintenance and day-to-day expenses rank as the top concern, ahead of both deposits and monthly finance payments.
41% cite insurance, maintenance and running costs as a top concern
32% mention the upfront cost or deposit
26% point to ongoing monthly payments
Even interest rates sit a little further down the list.
It is also worth noting that this data was collected before the sharpest recent rises in fuel prices linked to the current Gulf conflict. As costs continue to increase, particularly alongside upcoming changes to fuel duty, scrutiny of ongoing ownership costs is likely to become even more pronounced.
Ultimately, this changes the nature of the decision. The question is not simply whether a car feels affordable at the point of purchase; it is whether it will continue to feel affordable over time once it becomes part of everyday life.
What role does finance now play?
Car finance remains an important part of the purchase journey. Around 4 in 10 consumers use finance when buying a car, and dealers continue to play a key role in influencing decisions alongside family and friends.
At the same time, many consumers are still looking to rely on their own money where possible. 63% expect to use savings when making a car purchase, reflecting a broader desire to stay in control of spending rather than take on additional commitments.
This creates a different context for finance providers. The role is not only to enable access, but to support a sense that the decision is financially sound alongside other funding choices. It’s the first step in an ongoing customer relationship where the perception of value is continually evolving and adjusting, shaping how customers view your brand.
It’s worth noting that, for manufacturer finance providers, the power of the parent brand can play a role here in supporting the value equation. There’s a lack of clarity amongst consumers about how the relationship between an automotive brand and its finance arm works – 20% see them as the same company, 37% view them as ‘separate but owned by the main brand’, 17% think they’re totally separate companies, and 26% are unsure. This means that expectations of value and trust are often shaped by the parent brand, regardless of how the finance offering is structured.
From affordability to predictability
Taken together, this all points to a shift in what reassurance looks like.
Affordability still matters, but it is no longer enough on its own. What consumers are looking for is a clearer, more predictable picture of what ownership will involve.
This comes through in what people say matters most when choosing finance options:
46% prioritise transparency on total costs
37% value lower or fixed interest rates
30% look for a trusted, well-known brand
There is a clear preference for certainty. Understanding the full cost, knowing what to expect month to month, and feeling confident in the provider all contribute to a sense that the decision is under control.
What this means for brands
If consumers are thinking beyond the point of purchase, brands need to do the same.
The challenge is no longer just about making cars feel affordable. It is about reducing the uncertainty that comes with owning them.
Shift the focus from access to ownership: Finance, offers and incentives still matter, but they are not the primary source of hesitation. The bigger concern is what happens over time. Brands that can support consumers beyond the initial transaction will be better placed to convert intent into action.
Treat running costs as part of the proposition: Insurance, maintenance and day-to-day expenses are not peripheral considerations. They are central to the decision. Bringing these into the core proposition, rather than leaving them as unknowns, can help remove a key barrier.
Use finance to create stability, not just flexibility: Flexibility has been a long-standing focus, but predictability is becoming more valuable. Fixed costs, clear structures and fewer surprises can help consumers feel more confident committing.
Recognise that finance is not the starting point: With many consumers prioritising savings and taking a more cautious approach to credit, finance can play a supporting role rather than leading the decision. Propositions should reflect this, sitting alongside other ways of funding rather than trying to replace them.
Lean into the brand halo of parent brands: When it comes to the finance arms of automotive brands, expectations can be shaped by the parent brand, not just the finance product. There’s an opportunity for providers to lean into this where relevant, echoing wider brand commitments to value, trust and reliability in their financial propositions to boost consumer confidence.
As consumers continue to approach spending with care, expectations are becoming more defined.
In automotive, this means looking beyond whether a car feels affordable in the moment to focusing on whether it will continue to feel sustainable over time. For brands, the opportunity lies in making that long-term picture clearer, more stable and easier to navigate.
If you would like to explore how these dynamics are playing out for your customers, or what they mean for your brand and proposition, get in touch with The Harris Poll UK team. We would be happy to share more from our latest research and discuss how to apply these insights in practice.