YouGov’s report The Road Ahead: US next-gen car outlook 2025, released today, reveals that more Americans are paying attention to a new generation of carmakers, but many remain cautious about leaving legacy brands.
The findings show a growing curiosity about emerging automakers like Rivian, Polestar, and Lucid Motors, particularly among younger and near-term buyers, even as concerns about cost and reliability persist.
Key findings:
- 37% of Americans can name at least one emerging car brand, led by Rivian (30%), Polestar (14%), and Lucid Motors (11%).
- Awareness of emerging auto brands is higher among those planning to buy a car within three years, highlighting growing engagement as purchase intent nears.
- Affordability (49%), long warranties (40%), and fuel economy (39%) are the top motivators for considering new brands.
- Cost (78%), reliability (61%), and brand unfamiliarity (51%) remain leading barriers to purchase.
- Gas engines still dominate upcoming purchases (70%), up from 55% in March 2024, while interest in EVs among likely buyers dropped 43% over the same period (falling from 14% to 8%).
- 7% of US adults, and 14% of near-term buyers, would consider purchasing from a new or emerging brand.
- China is most associated with the world’s fastest-growing automakers (21%), but Japanese manufacturers lead on consumer trust and perceived quality.
- American automakers are viewed positively, ranking second for value and third for quality among global carmakers.
More than one in four Americans (27%) expect to purchase their next car within three years, a group that skews younger (34% under 35), and is more likely to be employed full-time. This segment shows the greatest openness to exploring newer, less-established brands.
“Americans are open to new possibilities on the road, but trust and value remain make-or-break factors,” said Lizzy Greer, Data Consultant, YouGov America. “Emerging automakers can win over consumers by demonstrating reliability, standing behind longer warranties, and proving that innovation doesn’t have to come at a premium.”
About the Report
Findings from The Road Ahead: US next-gen car outlook 2025 are based on YouGov Surveys conducted September 17 - October 10, 2025 (n=1,499 US adults), a supplemental survey from November 9, 2025, and Automotive CategoryView trend data collected March 2024 - September 2025.
For more information, visit https://yougov.com/en-us.
About YouGov
YouGov is a global research data and analytics group. Our mission is to offer unparalleled insight into what the world really thinks and does. With operations in the US, the Americas, Europe, the Middle East, India and Asia Pacific, we have one of the world’s largest research networks.
Above all, YouGov is powered by reality. That stems from a unique panel of millions of registered members across 63 markets, encapsulating some 18 million shopping trips and millions of interconnected data points. Our unique approach to recruiting and engaging with our panel, combined with our state-of-the-art technology platforms, enables us to deliver real-world, real-time insights that lead to better decision-making and a competitive advantage for our clients.
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For further information, visit https://yougov.com/en-us