Deloitte: 95% of Indian consumers will pay for SDVs

Some 95% of Indian consumers are willing to pay for software-defined vehicle (SDV) capabilities such as safety, security, and continuous vehicle health reporting, according to Deloitte’s 2026 Global Automotive Consumer Study. The study found 81% of respondents consider SDVs helpful, while 84% are willing to adopt AI-enabled customisation features.

However, privacy concerns remain elevated. India showed the strongest global concern about sharing connected vehicle data, with 73% of respondents worried about personal device data and 72% concerned about vehicle location data. The study noted rising expectations around transparency, privacy safeguards, and data governance.

In a statement, Rajat Mahajan, Partner and Automotive Sector Leader at Deloitte India, said: “India is stepping into a new era of mobility shaped by intelligence, sustainability and systemic innovation. With its scale, technological depth and rapidly expanding innovation landscape, India has the potential to help shape the global direction of software-led, secure and sustainable transportation.”

Internal combustion engine vehicles remain the dominant next-purchase choice, with hybrids emerging as the preferred transition technology. Electric vehicle adoption concerns include public charging infrastructure (43%), charging time (41%), and battery safety and lifecycle issues (38%). The study also found brand switching intent remains elevated at 70%, with 38% of consumers having already changed brands in pursuit of new features and technology.

Source: Deloitte