Market research in Poland
Automotive Market Research in Poland
Automotive research for decisions involving vehicles, buyers, dealers and professional users
Stratega supports automotive market research in Poland across passenger cars, electric and hybrid vehicles, dealerships, after-sales, trucks, fleets and commercial vehicles.
We recruit consumer and professional audiences, conduct qualitative and quantitative fieldwork, and support international research teams with the local knowledge and project delivery required in Poland.
Fieldwork partner in Poland
A local automotive research partner for international teams
Stratega supports large international market research agencies, specialist automotive research companies, mystery shopping companies and consulting firms.
We can work as a local fieldwork partner, a specialist recruitment partner or an extension of the client's project team. Depending on the brief, our role may include feasibility, recruitment, CATI, qualitative interviews, quantitative fieldwork, mystery shopping, moderation, translation, venue support and local project coordination.
What we answer
What automotive research can answer
Each study is scoped around one decision, with methods and respondents matched to the vehicle category, the audience and the question.
Vehicle concepts and product decisions
How do owners, buyers and specialist users respond to a vehicle concept, design, feature or proposition?
Brand entry and positioning
How do new and established automotive brands build awareness, relevance and trust in Poland?
EV and hybrid adoption
What drives or prevents interest in electric and hybrid vehicles, and how do buyers evaluate ownership, charging and value?
Dealership and after-sales experience
How do customers experience enquiries, showrooms, test drives, sales processes, workshops and service centres?
Trucks, fleets and commercial vehicles
What do fleet managers, transport-company owners, professional drivers and commercial-vehicle buyers require?
Buyer and owner segmentation
How do needs differ by vehicle category, powertrain, ownership model, life stage, business use and purchase intention?
Methods: Focus groups in Poland In-depth interviews (IDIs) CATI research Online surveys (CAWI) Face-to-face research Mystery shopping Car clinics in Poland Respondent recruitment
Research audiences
Automotive audiences we
recruit in Poland
Automotive research depends on identifying the right users, decision-makers and professional audiences. Screening should reflect actual ownership, purchase responsibility, vehicle usage and category experience.
Current car owners
Screened on vehicle, powertrain, age of car, usage and service behaviour.
Prospective buyers and in-market intenders
Purchase horizon, budget, body style and brands under consideration.
EV and hybrid users
Ownership length, charging set-up, daily use and prior powertrain.
Premium-car customers
Current premium ownership, purchase channel and brand relationships.
Truck drivers and truck owners
Vehicle class, routes, employment status and purchase involvement.
Fleet owners and fleet managers
Fleet size and mix, procurement authority and replacement cycle.
Transport-company owners
Company size, transport type, domestic or international operations.
Commercial-vehicle users
Vans and light commercials in trade, delivery and service use.
Mechanics and workshop professionals
Independent, franchised or fleet workshops; parts and brand exposure.
Dealership and after-sales professionals
Sales, service and management roles; brand and network experience.
Research methods
Qualitative and quantitative automotive fieldwork
The research design should follow the decision the client needs to make. Stratega supports individual methods and mixed-method programmes.
Electric vehicles and new brands
EV research and new automotive brands entering Europe
The European automotive market is changing as new electric-vehicle brands enter the market and established manufacturers expand their electric ranges.
Stratega supports research with EV and hybrid owners, prospective buyers, fleet users, drivers, dealers and other relevant audiences.
We support international market research agencies, specialist automotive research companies and consulting firms that require fieldwork in Poland or coordinated research across European markets.
Dealerships and after-sales
Dealership, mystery shopping and after-sales research
Automotive research often extends beyond the vehicle itself. Stratega supports studies involving dealerships, dealer networks, workshops and after-sales operations.
This capability is relevant to automotive brands, international research agencies, mystery shopping companies and consulting firms evaluating customer experience or network performance in Poland.
Trucks, fleets and commercial vehicles
Truck, fleet and commercial-vehicle research
Stratega also conducts research with professional transport and commercial-vehicle audiences.
Methods may include CATI, IDIs, web IDIs, focus groups, online surveys, recruitment, mystery shopping and local fieldwork coordination.
Specialist method
Car clinics as a specialist automotive method
Car clinics can be used to evaluate vehicle concepts, prototypes, design, features, test-drive experiences and reactions among carefully recruited owners, buyers and specialist users.
2026 Data Review
Poland's automotive market
is shifting across different segments
Current public indicators show why an automotive brief should be segment-specific, current and explicit about what the evidence can and cannot answer.
New passenger cars, year on year
Poland registered 368,236 new passenger cars between January and July 2026, up 9.7% compared with the same period in 2025. July alone saw 56,203 new passenger-car registrations, an increase of 11.8% year on year.
PZPM / Central Vehicle Register, August 2026Road freight, year on year
Road transport carried 2.03 billion tonnes of goods in 2025, 8.8% more than a year earlier. Hire-or-reward road freight increased by 9.3% overall.
Statistics Poland, 2 June 2026Hire-or-reward freight, year on year
Hire-or-reward road freight increased by 9.3% in 2025, showing stronger activity among commercial carriers serving Poland's domestic and international markets.
Statistics Poland, 2 June 2026Source: PZPM / Central Vehicle Register (CEP), August 2026, and Statistics Poland release dated 2 June 2026. Freight data refer to road transport activity in 2025 and include total and reported hire-or-reward volumes. Statistics Poland identifies parts of the road-transport data as estimated. Last reviewed: 18 August 2026. These indicators frame research questions; they are not Stratega forecasts.
Stratega automotive evidence
What Stratega's 2026 automotive evidence indicates
Dealers with BEVs below 1% of serviced car parc
More than half of dealerships report that battery-electric vehicles still account for less than 1% of the vehicles they service, reflecting the relatively low BEV penetration of Poland's existing car parc.
Electric and hybrid share of new-car listings
Electric and hybrid models accounted for approximately 38% of publicly listed new-car supply in Poland in June 2026.
Growth in battery-electric new-car listings
The number of battery-electric vehicles offered across the analysed dealer websites increased by approximately 32% compared with June 2025, reflecting the continued expansion of electric model availability in Poland.
Source: Stratega dealer survey, n=200 dealerships in Poland, completed April 2026, and Stratega analysis of publicly available new-car dealer listings in Poland, June 2026. Listing figures refer to the analysed online dealer inventory and should not be interpreted as national vehicle-registration shares.
Multi-country studies
Coordinating automotive research across European markets
This page covers automotive market research in Poland. When a project includes Poland and other European markets, Stratega can assess country-by-country feasibility and prepare a coordinated approach. Each market is scoped separately for audience availability, language, method and timing, while the project keeps one research design and reporting structure.
Coverage, languages, methods and quality controls are confirmed per country before fieldwork is proposed.
Discuss a multi-country studyCoverage
Market research
across Europe
Start with the country page for local city, language, audience and fieldwork context. Multi-country studies keep one research question while making local decisions visible.
Testimonials
What clients say
Research professionals, agency directors and brand teams Stratega has partnered with across CEE.
Excellent project management, great team
I had a fantastic experience working with Stratega's team, and I would not hesitate to work with them again. Their outstanding project management and attention to detail make them an ideal partner for any research project.
Great recruitment, great respondents
Stratega helped us recruit an online community across several markets, and we were impressed with the quality of respondents: real people, with strong opinions. The insights we gained were very deep, and our client was extremely happy.
Outstanding data collection and research
Stratega's expert team delivered on-time, high-quality data collection with exceptional client support. Their willingness to go above and beyond at every stage was invaluable with many stakeholders involved on our side.
Stratega New RFQ
Choose a live time for a 30-minute research scoping call
Use the Stratega New RFQ calendar to discuss automotive research in Poland, a multi-country brief, hard-to-reach professional audiences such as fleet managers, dealers or drivers, or the right boundary between full service and fieldwork support.
- 30 minutes with a member of the team
- Microsoft Teams
- No commitment required
Calendly is the right lane for a substantial, urgent or already awarded project. Direct email remains the normal RFQ route.
A direct route to the team
Talk to Hanna or Dariusz without filling in a form
Our research buyers are often working against a deadline. Copy a direct address and send the market, audience, timing and decision in your own email. Hanna and Dariusz will return a ready proposal within 24 hours on business days.
turnaround on
business days
Hanna Oleksyshyn
Helps international clients scope fieldwork, timelines, recruitment and the fastest credible route to a proposal.
hanna.oleksyshyn@stratega.pl
Dariusz Baran
Supports international research enquiries, project scoping and practical fieldwork planning across European markets.
dariusz.baran@stratega.plFAQ
Frequently asked questions
What types of automotive research does Stratega conduct in Poland?+
Stratega conducts qualitative and quantitative automotive research, including focus groups, IDIs, web IDIs, CATI, online surveys, recruitment, mystery shopping, customer-experience audits, test drives and car clinics.
Which automotive audiences can Stratega recruit?+
Stratega recruits car owners, prospective buyers, EV and hybrid users, premium-car customers, fleet managers, transport-company owners, professional drivers, truck users, workshop professionals and dealership staff.
Can Stratega support an international market research agency?+
Yes. Stratega supports large international market research agencies, specialist automotive research companies, mystery shopping companies and consulting firms with feasibility, recruitment, fieldwork, moderation, translation and local project coordination.
Can Stratega conduct EV and hybrid research?+
Yes. Projects may involve current EV and hybrid owners, prospective buyers, fleet users, dealerships and other audiences relevant to vehicle choice, charging, ownership and customer experience.
Does Stratega conduct truck and fleet research?+
Yes. Stratega conducts research with truck buyers, fleet owners, fleet managers, owner-operators, professional drivers, transport-company owners and commercial-vehicle users.
Does Stratega conduct dealership mystery shopping?+
Yes. Projects may include showroom visits, telephone and email enquiries, lead-response audits, test-drive evaluation, sales-process checks, service-centre visits and competitor benchmarking.
Planning automotive research in Poland?
Send us the market, audience, method, timing and countries involved. We will review the brief and return with feasibility, recommended fieldwork options and the next practical steps.