In Italy, more than half of consumers have decided to postpone buying a new car. They are mostly discouraged by high prices and the concern that they would climb even higher owing to tariffs. This is one of the primary findings of the Global Automotive Study 2025, which was conducted by Simon Kucher, a German global strategic consulting firm. The study analyzed trust and purchasing behavior in the automotive sector by interviewing over 6,700 individuals in 20 countries. Additionally, the average price of a new car has increased by 34-36% in comparison to the pre-Covid period. Therefore, it is unsurprising that a significant number of consumers opt to delay important purchases, such as automobiles. According to the report, pricing remains the most important factor in vehicle selection, surpassing brand trust and reliability reputation. Price sensitivity in Europe is up to 15% higher than in certain Asian countries, where the economic situation is perceived as more stable and credit is frequently more accessible. However, curiosity regarding emerging technologies and models persists, regardless of the circumstances. 56% of Italians are interested in discovering non-traditional brands. Interest in Chinese brands is increasing: internationally, 43% of respondents (up 4% from a year ago) are eager to try them, particularly younger people and those who have already tried electric vehicles.