What do dealership websites make customers do that we’d never tolerate in the showroom?

[joe.pistell]

Your saying we need to build for multiple types of customers!

UI architects are often mega-nerds and...
1. they build to solve their needs (i.e. they think all shoppers are power users).
2. are unaware of the spectrum of user's expectations.
3. have NO idea how complex car shopping is.
4. UNiversally agree that car dealers suck
5. Are unaware that shoppers find MORE value in talking to the dealer becuase...
6. They have no idea that the websites they build... suck.

Fact:

The survey is 5 yrs old and our sites are basically unchanged since DealerRefresh was a babe (read: Decades).



The "Dead Zone" and "The Jump", two of the most under explored areas in our space.



AutoMagic Labs is a merchandising research lab. We go deeeep into car shopping friction using 1st principles, then map it back to the UI.

DISC?

 

[Vochi]

Customers don't give two sh*ts about what you think.

I'm the customer, I noticed it when trying to help my daughter find a car.(-;

Oh and there's Cox's independent-dealer research:
83% of independent-dealer shoppers began shopping without knowing exactly which vehicle they wanted.

Those buyers spent an average of 16.5 hours researching online and visited more than five websites.

The industry needs to let that go (thinking they know what is best for the customer)

We have evidence that most car shoppers do NOT arrive knowing exactly which vehicle they want!

Cox's 2025 Car Buyer Journey Study found that only 29% of buyers were certain about the vehicle they wanted when they started shopping.

That means 71% entered with an open mind.

And Cox's more recent independent-dealer research:

83% of independent-dealer shoppers began shopping without knowing exactly which vehicle they wanted.

Those buyers spent an average of 16.5 hours researching online and visited more than five websites.

and start observing what their behavior *IS* and shape the experience around that.

So the website should:

1. Observe behavior
2. infer/learn intent
3. help accomplish the job
4. recommend vehicles
5. connect to inventory.

The mistake is assuming I already know what the customer wants.

Let's observe them.

The observed data says a very large majority aren't starting with a specific vehicle.

Cox's 2025 Car Buyer Journey Study found that only 29% of buyers were certain about the vehicle they wanted when they started shopping.

Consider this:

A customer searches: Toyota Highlander

That tells you what they searched.

It doesn't necessarily tell you why.

Maybe they:

• have three kids
• need a third row
• tow a small camper
• want something reliable
• are replacing a minivan
• heard Highlanders are reliable
• their neighbor owns one
• simply saw one they liked

The behavior is real.

The explanation for the behavior is a guess.

I'm not saying “I know what customers want.”
I'm saying “Let's figure out what they're trying to accomplish.”

However the website should be able to figure that out from what they tell you AND what they do.

Customers don't come into the showroom when they come on to the dealership... they drive around the lot. The lot IS the showroom.

When someone drives onto a dealership lot, a salesperson can walk out and ask:

1. What are you looking for?
2. They can see what they are driving...
3. They can ask, What don't you like about it?
4. How many people do you need to carry?
5. Do you tow anything?
6. What's important to you?

And then the salesperson starts walking them toward inventory.

100%!! Thats what I call "The Connected Lot".

We agree the disagreement is really about what should connect to the lot and in what order.

Your saying: Inventory, Connected tools, Customer

I'm saying: Customer's situation / goal, Needs & constraints, Best-fit vehicles, Dealer inventory, Connected tools, Transaction

And the lot can remain the showroom without being the starting point for the decision.​

Cox's 2026 research says AI is increasingly changing where vehicle discovery starts.

Cox specifically describes shoppers beginning with questions such as:

1. Which SUV has the best safety ratings?
2. What's the best 3-row SUV under $40,000?
3. Which dealerships nearby have the best ratings?

71% didn't want to start with the vehicle listing.

And that's pretty much what I am trying to say, just like on the lot:

1. The question comes first.
2. The vehicle comes second.
3. And then the inventory comes third.