TL;DR
A Deloitte study reveals that 95% of Indian car buyers are willing to pay for software-defined vehicle features like enhanced safety and vehicle health monitoring, indicating a strong shift towards digital automotive experiences.
A recent 2026 Deloitte Global Automotive Consumer Study indicates a significant shift in India's automotive market, with a striking 95% of Indian buyers expressing readiness to pay for software-defined vehicle (SDV) features. These include advanced in-car technologies such as enhanced safety, robust security systems, and continuous vehicle-health reporting, signaling a strong consumer appetite for digitally enriched driving experiences.
The study underscores a fundamental change in how Indian consumers perceive vehicle value, moving beyond traditional mechanical attributes to prioritize connected, upgradeable, and service-driven functionalities. Furthermore, 81% of consumers are open to utilizing AI-driven customization features in their vehicles, highlighting the growing demand for personalized and intelligent automotive technologies in India.
