Car buyers reported record satisfaction levels in 2025 despite the vehicle affordability squeeze, and the difference came down to digital tools and dealer execution.
Driving the news: Cox Automotive's 16th annual Car Buyer Journey Study, released this week, surveyed 2,344 consumers who purchased vehicles in 2025 and discovered that several key satisfaction measurements reached all-time highs.
76% of new-vehicle buyers were highly satisfied with the overall process (a record).
But when it comes to the dealership experience specifically, 81% of new-vehicle buyers gave high satisfaction scores.
And used-car buyer sentiment also climbed to 75%, just shy of its all-time record high.
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By the numbers: Buyers reported some of the highest satisfaction scores when they could blend online and in-person touchpoints, like research, financing applications, and price negotiations online, then finalizing paperwork and vehicle pickup at the dealership.
53% of consumers bought their cars by completing all steps in-person at the dealership.
Only 7% said they completed their transactions entirely online.
But 63% agree that the ideal retail experience combines both online and in-person steps.
Worth noting: AI use by buyers was moderate (19%), but those that did like it, “reported greater trust in dealers, and a faster, easier process.”
Why it matters: Dealers who have honed their digital tools and flexible processes are capturing more volume and commanding greater loyalty. Meaning, the stores that haven’t closed execution gaps are losing share even when they might have competitive pricing.
The harsh reality: New-car prices are rising and affordability continues to be tested.
62% of buyers said vehicle ownership is too expensive.
66% of buyers considered both new and used vehicles, up from 57% in 2024.
And 29% of new-car buyers considered both leasing and buying options (all-time high).
What they’re saying: “Even with affordability top of mind, buyers know exactly what they need: efficiency, transparency and tools that actually help them easily navigate their vehicle purchase,” said Lori Wittman, president of retail solutions at Cox Automotive.
Bottom line: The satisfaction gap between high-performing dealers and laggards is widening, and it's directly tied to how well they are evolving (or not evolving) their processes.
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