5 Trends Shaping Shopper Behavior
— And What Dealers Should Do Now
Cox Automotive’s 16th Annual Car Buyer Journey Study shows a market being reshaped in real time: affordability pressure remains high, the path to purchase is more complex, and buyers are using more tools, touchpoints, and emerging AI to make decisions.
The surprise headline? Shopper satisfaction continues to rise. For dealers, the opportunity isn’t simply adapting to change — it’s recognizing where the journey is shifting and delivering clarity, reduced friction, and a stronger experience from start to finish.
Study Snapshot
2,344
total buyers surveyed
1,574
new buyers
770
used buyer
#1: Affordability pressure is real — but buyers are still adapting
High costs are still shaping the market, but they have not pushed buyers out. Instead, shoppers are recalibrating — weighing what feels realistic, what fits the monthly payment, and how quickly they need to move when conditions shift. For dealers, affordability is no longer just a pricing conversation; it is a confidence conversation.
62%
of consumers say owning or leasing a vehicle is becoming too expensive
Buyers earning over $150K rose from
18%
in 2020
29%
in 2025
Purchased sooner due to tariffs
New Buyers
34%
VS.
Used Buyers
21%
Dealer actions
- Lead with payment clarity, not just MSRP
- Surface financing options earlier in the journey
- Reassure shoppers with realistic paths to purchase
Tip
High costs are still shaping the market, but they have not pushed buyers out. Instead, shoppers are recalibrating — weighing what feels realistic, what fits the monthly payment, and how quickly they need to move when conditions shift. For dealers, affordability is no longer just a pricing conversation; it is a confidence conversation.
#2: Cross-shopping is rising as buyers keep more options open
Today’s buyers are keeping more options open for longer. They are comparing new versus used, purchase versus lease, and a wider mix of vehicles before they commit. That broader consideration set creates opportunity, but it also raises the bar for dealers to stay visible, relevant, and easy to shop deeper into the journey.
Considered both buying and leasing
New Buyers
29%
VS.
Used Buyers
27%
Average new vehicle price
35K
in 2016
51K
NOW
Where buyers start and end their purchase journey
Third-party sites:
40%
start
/
36%
finish
Dealer sites:
15%
start
/
33%
finish
43%
of new buyers considered used/CPO options.
Dealer actions
- Make it easier for shoppers to compare their best-fit options
- Stay visible wherever buyers are validating their choices
- Tailor follow-up to what the shopper is actually weighing
Tip
Organize options around the questions shoppers are already asking — new vs. used, buy vs. lease, and what fits their budget — and make sure those details are easy to find wherever they’re validating their choices.
#3: Guidance and efficiency matter more than ever
The online-to-in-store handoff is now part of the customer experience. Buyers are spending real time getting to the right vehicle, and the dealers who carry work forward, reduce repeat steps, and cut friction are better positioned to improve satisfaction.
Total shopping time
New Buyers
12:13
VS.
Used Buyers
14:38
Time saved at the dealership by mostly digital buyers
New Buyers
44
minutes
VS.
Used Buyers
39
minutes
7 in 10
buyers
say completing steps online before visiting the dealership saved time, increased efficiency, and improved the experience
Dealer actions
- Cut wait time and reduce handoffs across the deal
- Carry work forward so shoppers don’t have to repeat themselves
- Make the move from online to in-store feel connected
Tip
Move the highest-friction steps online where possible — especially financing, F&I selection, and finalizing price — then let shoppers pick up where they left off in-store without repeating steps.
#4: AI is entering the buyer journey — but impact matters more than hype
AI is already becoming part of how shoppers research, compare, and build confidence. For dealers, the real opportunity is not just talking about AI — it is using it in ways that reduce friction, improve confidence, and connect back to real shopper needs.
Used AI during the shopping journey
New Buyers
25%
VS.
Used Buyers
17%
83%
of consumers say AI will impact how they shop over the next 10 years.
63%
of dealers say investing in AI now is critical for long-term success.
Dealer actions
- Use AI where it makes the shopping experience easier
- Talk about AI in ways shoppers can actually understand
- Keep your dealership and inventory information accurate and easy to find
Tip
Start with shopper-facing AI uses — faster answers, better recommendations, and easier ways to narrow choices — and make sure your inventory, hours, location, and service information are current so those tools surface accurate results.
#5: The sale is only the start of the value story
A strong purchase experience does more than help close the deal. It strengthens the opportunity for service retention, repeat business, and long-term customer value. The research makes clear that the purchase experience and the ownership experience should be treated as one connected loop — not separate moments.
Likely to return to the dealership for service
New Buyers
80%
VS.
Used Buyers
57%
Dealership scheduled the first service appointment
New Buyers
30%
VS.
Used Buyers
20%
Service
Retention
Purchase
Trade-ins
/ CPO
Future
Sales
Dealer actions
- Connect the sale to service before the buyer leaves
- Give buyers a clearer next step after purchase
- Treat retention as part of the sales strategy
Tip
Make the first service appointment part of the purchase experience, then use early service touchpoints to start building the path to retention, trade-in, and the next purchase.
Today’s buyer journey is more layered, more fluid, and more demanding than ever — but it also makes one thing clear: the dealers who win are the ones who make the experience easier. Reduce friction. Build confidence. Help shoppers move forward without unnecessary roadblocks. That’s what drives stronger satisfaction now — and stronger retention later.
Watch the webinar on demand
Explore the on-demand webinar and additional Car Buyer Journey resources.
Source: Cox Automotive 2025 Car Buyer Journey Study
