The automotive industry is changing at an extremely rapid pace, while electrification, digitalization, and changing consumer behavior are already transforming the market, said Dimitar Dimitrov, Senior Manager in Technology Strategy & Transformation at Deloitte CE, during the international conference Automotive Forum Bulgaria 2026. The forum is organized by Automotive Cluster Bulgaria and takes place at John Atanasoff Innovation Forum in Sofia Tech Park.
Dimitrov pointed out that the speed of change in the sector is so great that market research often becomes outdated even before it is presented. According to him, the industry must adapt to “a much faster way of living, working, and manufacturing.”
He presented data from the company’s global consumer survey, conducted for more than 15 years and tracking trends in the automotive industry. According to the analysis, key topics years ago already included hybrid vehicles, shared mobility, and autonomous driving, while today these trends have either become reality or are in active development.
According to Dimitrov, China has made a major breakthrough in the automotive industry, doubling its sales over the last five years and becoming one of the leading players in the global market. At the same time, sales of electric and hybrid vehicles have increased significantly, with the strongest growth observed in China.
Dimitrov noted that by 2030, overall vehicle sales are expected to grow at a slower pace compared to forecasts from several years ago, but the share of electrified vehicles will continue to increase.
Among the key trends, he highlighted changing loyalty toward automotive brands. According to him, in some markets, especially China, consumers are far more willing to switch car brands when making their next purchase due to the large selection of manufacturers and models.
Dimitrov pointed out that consumers perceive electric vehicles as an opportunity for a better user experience, access to new technologies, and lower fuel costs. More and more consumers expect faster charging and greater battery range, while the industry is already working on next-generation batteries with even longer range.
He emphasized that alongside the growing interest in electric vehicles, there are still serious concerns related to battery safety, the risk of failures or fires, and the high cost of battery replacement.
According to him, the development of charging infrastructure is among the key factors for expanding the electric vehicle market. Based on the presented data, most consumers prefer charging their vehicles at home, but they also expect a well-developed public charging network, including stations at fuel stations.
Dimitrov noted that charging costs remain one of consumers’ main concerns, which is why many EV owners prefer home charging. He also pointed out that mobile applications and digital payments are increasingly being used for EV charging.
According to him, the automotive industry is entering a phase of stronger digitalization, including software-defined vehicles and remote software updates. Some markets see these technologies as a major opportunity, while others remain more cautious due to concerns related to security and data privacy.
He also pointed out that after the pandemic, the costs of purchasing, maintaining, and leasing vehicles have risen significantly, while consumers are becoming increasingly sensitive to the price and quality of the technologies they receive.
According to Dimitrov, the way people buy cars is also changing. Although dealerships remain the preferred purchasing channel, online searches and internet-based vehicle purchases are becoming increasingly widespread across different markets.
