According to the study, increasing enthusiasm for car purchases, but concerns about traditional brands

The reasons: the high dynamics in the field of e-mobility, innovation pressure, new competitors, and sustainability requirements. In the top ten automotive manufacturers threatened by brand extinction are also Opel, Audi, and BMW.

• Inflation does not reduce willingness to buy: The budget of Germans for car purchases is increasing
• 53% of Germans believe that established car brands will disappear
• Germans see Opel (20%), Audi (15%), and BMW (11%) as particularly at risk among German manufacturers
• 61% see electric cars as the future; demand is rising from 52% to 56% (to 63% for premium cars)
• VW is the most popular non-premium brand in Germany ahead of Ford and Skoda
• Willingness to pay for leasing/subscriptions is decreasing - likely due to price pressure from Chinese brands

Are traditional German car brands prepared for the future? The Simon-Kucher Automotive Study shows that 53 percent of Germans believe that some established car brands could disappear from the market in the coming years. And this, despite both the budget for the next car purchase and the willingness to buy are rising again.

Opel, Audi and BMW Particularly at Risk

Fiat, Ford, Kia. The top 10 automotive manufacturers most threatened by brand extinction include manufacturers from around the world. Leading the way is Daihatsu. 28 percent of Germans believe that this brand may soon disappear. But traditional German brands are also found in the ranking. Germans see traditional brands like Opel (20 percent - 2nd place), Audi (15 percent - 5th place), and BMW (11 percent - 8th place) in danger.

"Without Adaptation, Loss of Market Share Threatens"

"Established brands face the challenge of securing their relevance due to the high dynamics in electromobility, innovation pressure, new competitors, and sustainability requirements such as the ban on combustion engines," emphasizes Matthias Riemer, Partner at Simon-Kucher. "Without adaptation, traditional German brands also face the loss of market share and trust!"

VW in 1st Place Ahead of Ford and Skoda

But who emerges as the winner from this development? When it comes to brands, VW remains the most popular non-premium brand ahead of Ford and Skoda. In terms of propulsion, the signs point to electromobility. 61 percent of Germans see e-cars as the future. Here, demand rises from 52 percent to 56 percent (even to 63 percent for premium cars). In general, however, Germans appear to be open to technology. Thus, 60 percent consider petrol engines, 51 percent plug-in hybrids, 49 percent hybrids, and 27 percent diesel. Propulsion as the primary purchase driver moves somewhat into the background.

Price Pressure from China Influences Market

In contrast, the Simon-Kucher automotive study sees a decrease in the willingness to pay for leasing/subscriptions.

"While the car-buying mood of the Germans is rising, the leasing sector sees a decreasing willingness to pay despite increasing customer interest," says Alexander Dietz, Senior Director at Simon-Kucher. "The main reason is the increasing competitive pressure fueled by new brands from China. Established manufacturers feel compelled to follow suit in this sales channel, even against the existing competition."

An indication of this: Already 34 percent of Germans are considering buying a Chinese car.