Digital tools continue to gain traction with consumers looking to buy and sell vehicles, though dealerships remain the preferred point for purchasing a car.
The details: A report by CarGurus, surveying 3,000 recent car buyers and sellers, revealed that more consumers are turning to digital tools to personalize their purchase journey, boost confidence in their decisions, and streamline steps in the process, with AI driving wider adoption.
83% of consumers prefer to do more car shopping from home, up from 72% in 2022.
Most buyers and sellers (80%) are open to using AI, and 26% are already utilizing it.
Top consumer uses for AI were comparing vehicles (44%) and finding listings (40%).
AI also ranks high for summarizing reviews on cars (39%) and dealerships (36%).
When it comes to digital car shopping and selling, over half (54%) of those surveyed use their phones more than desktops, and an additional 31% use both equally. Gen X is the most mobile-oriented (60%), followed by Gen Z and Millennials (both at 52%), notes CarGurus.
Why it matters: As digital tools and AI become embedded in the car-buying journey, consumers are arriving at the dealership more informed, more prepared, and with higher expectations for a seamless, tech-enabled experience—raising the bar for how dealers need to engage online and in-store.
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Between the lines: Although more car buyers and sellers are going digital, consumers are still opting for in-person contact when it comes to completing purchases or sales, with more shoppers considering a wider range of makes, models, and dealerships to find the right fit.
53% of consumers in 2025 consider three or more brands, up from 43% in 2024.
66% of those surveyed were flexible on the make/model of the vehicle.
Of the buyers who replaced a vehicle, 70% opted for an entirely different brand.
In 2025, 61% of respondents visited two or more dealerships, up from 54% in 2024.
Be it digitally or in person, economic factors are impacting car-buying behavior, prompting 31% of those surveyed to buy used over new, 24% to hold onto their cars longer, and 23% to delay their vehicle purchase.
What they’re saying: “Car buyers and sellers are more empowered than ever to personalize their journey, both online and in-person,” said Alison Ciummei, Vice President of Product Marketing and Customer Insights at CarGurus, per a press release statement. “They’re using digital tools to research more deeply, take actions from home to feel more prepared for a transaction, and make decisions that lead to a more seamless dealership experience.”
Alison Ciummei
CarGurus
Bottom line: Digital and AI tools are reshaping the front end of the car-buying journey, but the dealership is still where the deal gets done—meaning the winners will be the stores that connect robust online experiences with efficient, transparent in-store processes.
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