The car market has never been more complex. More brands, new technology, and increased uncertainty mean that today’s car-buying process unfolds over time—and is determined by far more than just price and specifications. In the 2026 Car Survey, we show what the buying journey actually looks like: which choices are made and when, what factors influence your consideration—and what ultimately determines which car is chosen. Because in a market where many options are good enough, it’s not necessarily the best car that wins—but the one that’s perceived as the safest choice.