Test drives and dealership visits still central to buyer decisions — survey

Driving the news: A new study has found that t in-person dealership visits are still essential for converting car browsers into car buyers.

For context: Experience agency ChangeUp surveyed 1,200 recent car buyers and found that 84% said their dealership visit directly influenced their purchase decision. 

• Three out of four buyers under 45 weren't sure which vehicle was right until they visited the lot.

• 69% called test drives the most crucial part of their buying journey, up from 42% last year.

Worth noting: The study specifically excluded Tesla buyers to focus on "traditional retail experiences," so it's not really measuring whether people prefer dealerships over direct-to-consumer online options. It's measuring preferences within the conventional dealer model where in-person visits are still largely required.

What we're watching: Service departments are playing an even bigger role in long-term relationships than many realize. Nearly half of customers felt more positive about their dealership after service visits, but 80% actively warned others away after bad experiences. The results suggest that successful dealers are blending digital convenience with meaningful in-person interactions, especially for younger buyers.

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