Estonians prepare for buying a car for a long time and thoroughly, but often fail to make the most important calculation. 61% have never calculated the total cost of their car. In addition, 46% do not ask the seller or a specialist about additional costs before the purchase.
“When buying a car, people carefully compare the price and monthly payment, but they less often ask how much the car will cost to maintain on a monthly or annual basis. When buying an apartment, people always look into utility costs, but with cars this step is often skipped,” said Marek Kurs, Country Manager of Mobire Estonia.
The purchase price matters, not the total cost of the car
70% of respondents consider the price level the most important factor when choosing a car. Most purchased vehicles fall within the 20 000 € – 30 000 € price range. At the same time, 61% of people have not calculated the total cost of their car, including maintenance, insurance, and tires, and 46% of buyers do not even ask about additional costs. Only 39% of car buyers consider the additional obligations that come with purchasing a vehicle.
“People often focus on the monthly payment – for example 350 € per month for leasing. But on top of that come insurance, maintenance, tires, inspection, depreciation, and now also the car tax. When you add these together, the real picture looks quite different,” Kurs explained. According to him, the car tax has made calculating the total cost even more important, as it is a fixed expense that cannot be avoided.
Decisions are considered for a long time, but important things are overlooked
People in Estonia generally do not rush into large purchases: 47% of car buyers start gathering information three to six months before making a purchase. 6% monitor the market continuously.
Despite this, most people still do not calculate how much the car will actually cost. “People do thorough preliminary research into the technical aspects and condition of the car, but less often calculate the additional costs related to maintenance or repairs, which are often necessary with cars,” said Kurs.
How much more expensive does a car actually become?
According to Kurs, the actual total cost of an average car may be significantly higher than the initial leasing payment. “If we add insurance, maintenance, tires, inspection, car tax, depreciation, and often an unpredictable repair reserve to the leasing or purchase price, the total cost may reach even X.”
At the same time, 67% of car owners handle the maintenance of their vehicle themselves, and only 14% consider using professional car maintenance services. In addition to financial costs, the total cost therefore also includes the extra time and energy spent on these activities.
The consumer study was conducted in cooperation with the research company Rait Faktum in December 2025 – January 2026. A total of 902 respondents from Estonia, Latvia, and Lithuania aged 25–60, who had purchased a new or up to 5-year-old vehicle in the past three years, participated in the study.