Key findings from the latest 2025 Cox Automotive Car Buyer Journey Study (released January 2026):
1. Satisfaction With the Car-Buying Experience Reaches New Highs
- Overall satisfaction continued to improve, with 71% of buyers highly satisfied and 76% of new-vehicle buyers at an all-time high.
- More buyers said their latest experience was better than before compared with previous years.
- Dealership satisfaction rose (76%), with used-buyer satisfaction close to record levels and new-buyer experience holding at ~81%.
2. Affordability Pressures Are Altering Buyer Behavior
- Buyers felt cost pressures: 62% say owning or leasing a vehicle is too costly, driven by high prices, insurance, fuel and financing costs.
- Tariffs influenced purchase timing — about a quarter bought sooner because of expectations of rising prices.
- Buyers are cross-shopping more: 66% considered both new and used vehicles, up significantly, and leasing consideration among new-vehicle buyers hit a high.
- Fewer buyers began the process knowing exactly what they wanted, suggesting more openness/uncertainty.
3. Digital Tools & AI Boost Satisfaction
- Buyers who completed a “mostly digital” purchase (most steps online) are among the most satisfied.
- AI tools (e.g., AI research assistants or overviews) are still emerging, but those who used them reported higher satisfaction, trust in dealers, and an easier process.
- A strong majority of consumers believe AI will reshape car buying in the next decade, and many dealers see AI investment as critical.
4. Omnichannel Retail Remains Preferred
- Most buyers still want a blend of online and in-person steps rather than a fully online or fully in-person purchase.
- Only ~7% purchased entirely online, but 63% said that combining channels is ideal.
- Gaps exist between what buyers want to do online (e.g., apply for credit, finalize price) and what they actually do.
