Chabot Mobility on the 3rd released the results of its survey, "2026 new car purchase plan and auto consumption trend analysis," conducted among 450 people planning to buy a new car in 2026.
The survey was carried out to understand the structure of consumer decision-making across the entire car-buying journey, and by comprehensively analyzing preferred vehicle types, budgets, and financing methods, it identified future demand shifts in the new car market and consumption trends.
The results showed that 62.8% of respondents chose SUVs as their preferred vehicle type for a 2026 new car purchase. Preference for midsize and large SUVs was highest at 38.6%, and including compact SUVs, about two-thirds of all respondents preferred SUVs. This was followed by dedicated EV models at 30.0%, hybrids at 29.2%, and midsize and large sedans at 24.5%. By age group, people in their 30s showed the highest preference for midsize and large SUVs at 54.2%, while those 60 and older showed a marked preference for hybrids at 45.2%.
Regarding 2026 new car purchase plans, "considering a purchase" was the most common response at 49.1%, followed by "actively considering" at 27.4% and "definitely purchasing" at 23.5%. The share of women in the consideration stage was 56%, higher than men (47.6%), indicating a tendency to go through a relatively longer comparison and review process. By income, 81.2% of households with monthly income under 3 million won remained in the consideration stage, while 35.9% of high earners with monthly income of 10 million won or more had already finalized their purchase.
The primary purpose for buying a vehicle was "replacing an existing car," accounting for 45.5%. By age group, the replacement purpose was highest among people in their 50s at 54.3%, and demand for replacement was also notable among those in their 40s and 60s. In contrast, people in their 30s showed a relatively high 25% share for purchases aimed at "experiencing the latest technology and safety features," confirming a tendency for generational purchase motives to split between practicality and technology experience.
Price was the most important factor when choosing a vehicle at 66.8%, followed by fuel economy and maintenance costs at 53.8% and performance at 52.7%. While economic efficiency and practicality remain the core criteria driving purchase decisions, advanced technology and eco-friendliness carried relatively less weight.
As for purchase methods, new car installment plans took the largest share at 46.2%, followed by cash lump-sum at 27.1%, long-term rental at 9.4%, and new car leasing at 6.9%. Notably, for installment, lease, and rental users, the most preferred contract term was five years or longer at 39.9%, indicating that a consumption tendency to minimize monthly payments has become widespread.
A Chabot Mobility official said, "The survey results show that in the 2026 new car market, a rational consumption stance that prioritizes monthly payments and maintenance costs over the vehicle price itself is becoming more pronounced," adding, "Chabot Mobility plans to continue advancing data-based personalized services so consumers can choose cars more rationally and transparently, based on an integrated concierge service that supports the entire process from purchase to financing, insurance, and after-sales care."