Celebrating 15 Years of Insights: The Car Buyer Journey Study
The Car Buyer Journey is one of our longest running studies, marking its 15-year anniversary this year. Over this extensive period, the study has continuously evolved, yet our core objective remains unchanged: to understand how consumers purchase vehicles and to share these valuable insights with our clients and the industry.
The Journey Continues
In this study, we examine the car buying journeys of over 1,500 new vehicle buyers, including nearly 700 non-luxury import buyers, 400 non-luxury domestic buyers, and 450 luxury buyers. Our research has uncovered five key takeaways that are currently shaping consumer buying behaviors.
Key Takeaways
- Buyers shop options as inventory & incentives rise: With new vehicle inventory more than doubling compared to two years ago, limited inventory is no longer a significant obstacle for most buyers, with only 30% of buyers mentioning it as a concern. Buyers are keeping their options open, with cross-shopping between new and used vehicles at 37%, driven by an increasing number of attractive deals.
- Buyers dedicate more time to the shopping journey: In 2024, new buyers spent an average of 2 hours more on the shopping process compared to the previous year. This significant increase is driven by buyers investing more time in test driving and exploring new product features, rather than focusing solely on price negotiation. This shift indicates a growing interest in understanding and experiencing the vehicles before making a purchase decision.
- Third party sites widen their lead as top source: As new vehicle inventory and prices have fluctuated, buyers are dedicating more time to research. Third-party sites have surged ahead, becoming the top online source at 72%.
- Omnichannel experience is more seamless: While few new shoppers initially plan to complete their purchase entirely in-person, 51% of buyers end up doing so. The main reasons for this shift from online to in-person purchasing are:
- Test Drives – Once buyers come in for the test drive, they often find it more convenient to complete the transaction at the dealership.
- Direct answers – New buyers prefer working directly with the dealers to get answers to their questions, as they feel not all pertinent information is available online.
- Buyer satisfaction reaches an all-time high: The percentage of buyers who were highly satisfied with their shopping experience has reached 75%, marking an all-time high in the past 9 years. Changes made to the online shopping process during the pandemic have had a significant impact on this increase.
- Growth in aftermarket products & service loyalty: With increased buyer satisfaction, we’re also seeing continued growth with aftermarket products, extended warranties, and service contracts, especially among non-luxury domestic buyers. Our data shows that 82% of buyers are likely to have their vehicle serviced at the dealership of purchase. Additionally, buyers who have visited the dealership’s service department within the 12 months prior to deciding to buy are more inclined to purchase from the same dealer again.
Embrace the Digital Shift
The advantages of completing more of the car buying process online are undeniable. It saves time, enhances transparency and ensures a smoother transition from online shopping to in-store purchasing. New buyers report they are increasingly more satisfied with this seamless experience.
In fact, 78% of new buyers rated their experience of picking up in-store where they left off online as highly satisfactory. It’s important to encourage your dealers to digitize and automate their processes and to provide them with access to effective partners who can facilitate this transformation.
Where to Next?
As the needs and preferences of car buyers evolve, it’s important to meet them where they are. Make the buying process so seamless that it’s harder for them not to buy from you. Ready-to-buy consumers are not just on dealer sites, so its essential to provide multiple entry points into the purchase funnel. Begin with third-party listing sites for their extensive reach, but also focus on integrating direct retail capabilities into your own website.
Stay Ahead of the Curve
To stay ahead in the automotive industry, it’s important to understand the customers’ preferences, to help guide them along their journey. Buyer satisfaction is at an all-time high, and a Cox Automotive Marketing Partnership provides you with the tools and insights to keep you ahead of that curve. Our consumer data and dynamic content allow you to create personalized marketing strategies that build trust and loyalty with shoppers, helping them make smart decisions that align with their evolving needs.
By leveraging the insights from the Car Buyer Journey study and partnering with Cox Automotive, you can navigate the twists and turns of the market, ensuring your strategies remain impactful.
For more insights and marketing tips, download our Car Buyer’s Journey infographic, or click Learn More to download the full study.
