51% of Aussies want a hybrid car and 36% want a full EV
Toyota leads the market
75% research online before a new car purchase
Sydney - October 14, 2025 - Australia has always been a car nation, but new data from Nielsen Consumer & Media View (CMV) shows the nation is caught between a love for the trusty ute and a growing appetite for electric vehicles.
Nearly four in five Australians (17.8 million) own a car, and more than a third of households (38%) are proud two-car families. While petrol and diesel engines still dominate the roads, intent to shift is accelerating. More than half of Australians say they are actively in the market for a hybrid vehicle, while more than a third (8.2 million) are considering going fully electric.
Glenn Channell, Nielsen's Pacific Head of Advanced Analytics said: The car an Aussie drives isn't just a mode of transport, it's part of their identity, safety, and security. With Nielsen CMV Persona Packs, we can profile which audiences are leaning towards hybrids, who is ready to go fully electric, and what's motivating those choices. That level of clarity is crucial as the market pivots to safety and sustainability.
Toyota continues to rule the road, with 82% brand awareness and 40% of Australians considering the brand for their next purchase. Mazda (23%), Hyundai (20%), Kia (16%) and Ford (12%) round out the top five.
Brand power remains the most powerful driver of choice with 71% of Australians ranking a proven reputation as the number one reason to buy.
Nielsen's data also shows that Australian consumers remain practical, with 68% wanting a long warranty when they purchase, versus reliability over looks (45%), but safety is the main consideration for three-quarters of Australians.
Three-quarters of buyers research before purchasing, with online search leading the charge for both new (58%) and used (57%) vehicles. Digital car yards, like Carsales, are now central to the process, with nearly a quarter (24%) of Australians visiting the site during their research phase.
Australians' value consciousness also shines through, with 66% saying fuel costs are a deciding factor, highlighting why electric and hybrid vehicles are gaining traction, not only for environmental benefits, but for long-term savings.
Monique Perry, Managing Director of Nielsen Pacific added: The EV and hybrid story has often been told through a green lens, but Australians are telling us they want value first. Brands that can frame their vehicles in terms of value, reduced maintenance, and government incentives, along with sustainability, will win the consumer's trust and attention.
About Nielsen Consumer & Media View (CMV)
Nielsen Consumer & Media View, with its extensive breadth and depth of data, lets you access consumer research that is vital to achieving strong business and marketing goals.
Nielsen Consumer & Media View is an essential tool for understanding the constantly evolving consumer landscape. With rich demographic and lifestyle data, and information on purchasing behaviours and intentions alongside extensive media habit reporting, Consumer & Media View helps you shape successful brand, advertising and marketing strategies.
Consumer & Media View provides an invaluable resource for identifying priority audiences to inform the planning, buying, or selling of advertising media, to inform business and consumer strategies, and to build a comprehensive market/category landscape view.
About Nielsen CMV Persona Packs: On-demand consumer profiling reports
Harnessing Nielsen's advanced audience data capabilities via Consumer & Media View (CMV), Nielsen now provides comprehensive profiling and insights reports for any consumer segment you need to understand.
Nielsen Persona Packs are a faster way to solve your market challenges. Just define your target audience, and we will deliver an insight-laden report to your team with near-instant speed.
About Nielsen Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).
Press Contact Dan Chapman
dan.chapman@nielsen.com
+61 4040884
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51% of Aussies want a hybrid car and 36% want a full EV
