Low brand loyalty fuels EV interest in PH

Only 31% of Filipino respondents stuck with the same car brand vs. 50% in Singapore and Vietnam.

Filipinos show a high chance of switching to electric vehicles (EVs) and its hybrid variants in the Philippines, driven by relatively low brand loyalty and a sizable 31% first-time ownership rate.

That’s according to Deloitte Touche Tohmatsu Limited, a global professional services firm providing audit, consulting, tax, and advisory services. The findings come from its 2026 Southeast Asia (SEA) Automotive Consumer Study covering six countries: Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.

The survey gathered responses from 6,013 participants and examined EV adoption, future buying intentions, connectivity, software-defined vehicles, and servicing behavior.

The brand loyalty collapse

In the Philippines, only 31% of respondents said they stuck with the same car brand as their previous purchase, lower than Singapore and Vietnam at 50%. Deloitte said this reflects a market more open to alternatives and less anchored to legacy brands.

Top reasons for considering EVs include lower fuel costs (62%), environmental concerns (49%), and better driving experience (45%). Key buying factors are performance (67%), product quality (64%), and price (52%).

However, barriers remain. Limited charging infrastructure (48%) continues to be a major concern, alongside battery replacement costs (41%) and charging time (41%), despite a sharp rise in EV charging stations from 338 in 2024 to 1,569 in 2026.

Deloitte noted that Filipino buyers remain highly practical, with decisions driven by value for money across both EVs and software-defined vehicles.

 

 

Legacy automakers are losing their grip. Deloitte’s 2026 study reveals a massive Filipino EV shift fueled by record-low brand loyalty.