Turn Car Buyer Journey insights into action
Affordability pressure remains high—but the surprise headline? Shopper satisfaction continues to rise. Today’s consumers are adapting, recalibrating expectations, and staying engaged as they navigate a more complex path to purchase. Rather than stalling out, buyers are finding new ways to move forward—often with more intention and confidence than before.
The Car Buyer Journey hasn’t stalled; it’s evolving.
Insights from Cox Automotive’s 16th Annual Car Buyer Journey Study show a market in motion. To manage affordability challenges, today’s buyers are cross-shopping more options and leaning on digital tools—including emerging AI—to build confidence long before they ever step into the dealership. They’re doing more homework, asking better questions, and expecting clearer guidance along the way. For dealers, the opportunity isn’t just adapting to change—it’s recognizing where the journey is shifting and delivering a stronger experience from start to finish.
Today’s buyers don’t move cleanly from one step to the next. They compare, pause, and revisit decisions as new information comes into play—making every interaction part of the final outcome. Each touchpoint, whether digital or in-store, contributes to how confident a buyer feels when it’s time to move forward.
Affordability and cross-shopping are reshaping decisions
Affordability continues to shape how shoppers approach the market. More than 6 in 10 consumers say owning or leasing a vehicle is becoming too expensive, yet most aren’t stepping away altogether. Instead, buyers are recalibrating—paying closer attention to monthly payments, adjusting expectations, and moving quickly when the right option appears. For dealers, affordability isn’t just a pricing conversation anymore; it’s a confidence conversation built on transparency and realistic paths to purchase.
At the same time, cross-shopping is becoming the norm. 43% of new vehicle buyers now consider used or CPO options, and many shoppers also weigh buying versus leasing before narrowing their choice. That means buyers are staying in the market longer and evaluating more possibilities—raising the importance of staying visible, relevant, and easy to shop throughout the process. This broader consideration set creates opportunity, but only for dealers who make it easy to compare options and understand what comes next.
Efficiency, guidance, and digital connection matter more than ever
Buyers also expect the work they do online to carry forward. Nearly 7 in 10 buyers say completing steps online saved time and improved their experience, and digitally engaged shoppers spend less time at the dealership. When progress isn’t lost between channels—and buyers don’t have to repeat themselves—it builds trust. And that trust carries through to the final decision.
Technology is playing a growing role here as well. 83% of consumers say AI will impact how they shop over the next decade, raising expectations for accuracy, clarity, and ease of use. As buyers turn to new tools for guidance, experiences that feel intuitive and supportive stand out even more.
What this means for dealers
The real value of Car Buyer Journey insight isn’t the data itself—it’s how it’s applied. With a clearer view of how buyers actually shop, dealers can:
- Show up at the moments that matter most
- Align inventory and merchandising with real shopper demand
- Reduce friction across the digital-to-in store experience
A better understanding of the journey makes it easier to prioritize decisions, align teams, and create experiences that help buyers feel confident—no matter how they move through the process.
The key findings are now available in a quick, visual Car Buyer Journey infographic, outlining the actions dealers can take in 2026 to keep shopper satisfaction strong and loyalty growing.
