The Demand for Electric Vehicles Boils Down to the Right Market

The automotive market is entering a new phase defined not just by what consumers are buying, but by how they’re choosing to finance it. According to Experian Automotive’s State of the Automotive Finance Market Report: Q1 2026, nearly one-third (35.55%) of all new vehicle loans now stretch more than six years, up from 30.83% in Q1 2025. Similarly on the used side, 31.54% of loans extended more than six years, an increase from 28.60% last year. The shift highlights why affordability is reshaping how consumers are financing their vehicles, particularly in larger and higher-priced vehicles. Refinancing gains traction as interest rates stabilize In addition to longer-term loans, consumers are becoming increasingly deliberate with their financing decisions and managing monthly payments as refinancing activity has gained momentum. For instance, consumers who refinanced this quarter lowered their interest rate by 2.2% and saved an average of $81 on their monthly payment. Credit unions, in particular, continued to play a major role in helping consumers secure more affordable payment options. In Q1 2025, credit unions accounted for the lion’s share of automotive refinancing at 63.43%, from 62.31% a year ago. By comparison, banks went from 23.51% to 22.59% year-over-year. Furthermore, those who refinanced with a credit union saved an average of $101 this quarter, whereas those who refinanced with banks saved $60. Expanding credit access through flexible financing Another notable trend this quarter was the incessant growth in subprime financing as credit accessibility across the market continues to increase. In the first quarter of this year, subprime borrowers made up 15.75% of total vehicle financing, from 14.40% last year. For new vehicles in particular, the subprime market went from 5.61% to 6.88% year-over-year, while subprime in used vehicle financing grew to 20.60% this quarter, from 19.36% a year ago. Increased activity in the subprime segment highlights continued confidence in the automotive market and underscores the importance of expanded financing options. As consumers seek greater flexibility with financing decisions that fit their lifestyle, lenders and dealers have the opportunity to approach them with more personalized solutions. These trends are helping keep both new and used vehicle markets moving forward, while creating new opportunities for consumers to manage payments and purchase confidently. To learn more about automotive finance trends, view the full State of the Automotive Finance Market Report: Q1 2026 presentation on demand.

Alternative fuel vehicles continued to gain momentum in the fourth quarter of 2025, driven by expiring electric vehicle (EV) tax credits and a growing preference for options that bridge the gap between full electric and traditional gasoline vehicles. According to Experian’s Automotive Consumer Trends Report: Q4 2025, alternative fuel vehicles accounted for 38.6% of new retail car registrations in the last 12 months, with 11% battery electric (BEV) and 27.6% hybrids and plug-in hybrids (PHEVs). This signals that the narrative about growth in consumer interest for alternative fuel is increasingly towards hybrids, not just full EVs. Taking a deeper dive, the Toyota Camry Hybrid led all alternative fuel car models, coming in 31.7% in Q4 2025. Rounding out the top five were Tesla Model 3 (19%), Honda Civic Hybrid (10.1%), Honda Accord Hybrid (9%), and Toyota Prius (5.3%). Interestingly, the Toyota Camry also stood out as the top model in both new and used car markets in Q4 2025, holding 12.2% of new car market share and 6.3% of used car market share. The Honda Civic ranked second in new car market share, coming in at 10.5% this quarter, while the Honda Accord secured the second spot in the used car market at 5.8%. The prominence of these vehicles leading both new and used car markets reflects a combination of strong new-vehicle sales and sustained demand in the secondary market. Data in the report also revealed strong loyalty within Toyota and Honda, with significant inflow between the two brands. For instance, 38.4% of Toyota Camry buyers replaced their vehicle with another Camry in Q4 2025, and 39.7% of Honda Civic buyers replaced it with another Civic. These trends reinforce the value of dealers monitoring evolving consumer preferences and aligning inventory with vehicles that offer fuel efficiency and flexible powertrain options as the market continues to shift. To learn more about car insights, view the full Automotive Consumer Trends Report: Q4 2025 presentation.

We’re excited to share that Experian Automotive’s client Hamlin & Associates and Honda World have been named winners of the 2025 Automotive News / Ad Age Global Automotive Marketing Award for Best Use of Data — an honor that celebrates meaningful, measurable impact. Why this work stood out Hamlin & Associates' client, Honda World of Louisville, KY, faced a clear challenge: re-engage customers and recover declining service revenue, particularly for vehicles with open recalls. Hamlin & Associates approached the problem with a simple belief: clean, accurate data leads to better outcomes for customers and dealerships alike. They began with data hygiene, then enriched each vehicle record using Experian Automotive’s Recall VIN Verification solution. This created a precise view of who owned which vehicles, which recalls were still open, and when repairs could be completed — all essential to a smooth customer experience. A smarter, more human outreach strategy Over the course of a year, Hamlin delivered four waves of direct mail designed to cut through the noise. Each letter: Spoke directly to the customer Highlighted their specific vehicle Explained the recall in clear language Showed how easy it was to book a free repair The result was a data-driven communication plan grounded in trust and simplicity — and it worked Results that show what’s possible 26% response rate 1,953 repair orders $811,834 in service revenue Thousands of customers are now driving safer vehicles These outcomes reflect more than campaign performance. They demonstrate what happens when dealers, agencies, and data partners collaborate to guide individuals toward safer, more informed decisions. In their words John Hamlin, Hamlin & Associates:“Clean data builds trust. When we combine our hygiene process with Experian Automotive insights, dealers uncover opportunities they never knew they had.” Mike Porro, Honda World:“They keep it simple, and data-driven ‘simple’ gets done. We follow the process, train our staff, and see the results.” Looking ahead We’re proud to celebrate Hamlin & Associates and Honda World for showing what’s achievable when data, insight, and clear communication come together. Their work helps people stay safe, strengthens customer relationships, and sets a new standard for recall outreach. Congratulations to the entire team — and here’s to helping even more drivers move forward Learn more about how to enrich your first-party data with Recall VIN Verification insights!