Despite persistent affordability concerns and external pressures like tariffs, overall satisfaction with the car buying process has reached an all-time high, driven by increased efficiency, greater use of digital tools, and the early adoption of artificial intelligence. The 2025 Cox Automotive Car Buyer Journey Study, a comprehensive analysis of consumer behavior, revealed an industry that is successfully adapting to consumer demands for a faster, more transparent, and digitally integrated purchasing experience.
The study, which surveyed over 2,300 recent vehicle buyers, found that 76 percent of new-vehicle buyers were highly satisfied with their dealership experience, the highest level ever recorded. This surge in satisfaction is directly linked to a more streamlined purchasing process. The total time spent buying a vehicle dropped to just under 14 hours, a 20-minute reduction from 2024. New car buyers, in particular, saw the biggest gains, spending nearly two fewer hours researching online and visiting fewer websites than in the past. They also spent almost 30 fewer minutes at the dealership, with less idle time.
Omnichannel Retailing Helps Boost Satisfaction
This increased efficiency is a direct result of the industry’s embrace of digital retailing. Most car buyers still prefer an omnichannel approach that blends online activities with in-person interactions, but the number of tasks completed online continues to grow. According to the study, 44 percent of new buyers now follow this hybrid path, and those who do more of their deal-making online report higher satisfaction with the time spent at the dealership. “Mostly digital” buyers, who complete over half their purchase online, saved an average of 41 minutes at the dealership compared to their less-digital counterparts.
While progress is evident, a significant gap remains between what consumers want to do online and what they actually complete. The largest discrepancies lie in the financing stage. For instance, there is a 24-percentage point gap between the percentage of buyers who prefer to select F&I products online and those who actually do. Similar gaps exist for applying for financing (15-point gap) and being notified of financing qualification (14-point gap), highlighting a clear opportunity for dealerships to further digitize the most time-consuming aspects of the transaction.
Affordability and Tariffs Are Still Impacting Consumers
Against this backdrop of improving processes, external economic factors are still reshaping buyer behavior. A majority of consumers (62 percent) agree that owning or leasing a vehicle is becoming too expensive, citing vehicle prices, fuel costs, and insurance as top concerns. The study also reveals a fascinating demographic shift: the share of new vehicles sold to households earning over $150,000 has grown from 29 percent in 2020 to 42 percent in 2025. This suggests that wealthier, more financially secure customers are propping up the new-vehicle market while more affordability conscious customers balk at high prices.
Furthermore, the threat of tariffs had a measurable impact on purchase timing. The study found that one-third of new-vehicle buyers purchased their vehicle sooner than planned due to concerns about tariffs, a trend particularly prevalent among luxury and import buyers.
AI is Reshaping the Car Buying Process
Perhaps the most forward-looking insight from the 2025 study is the emergence of artificial intelligence as a powerful new tool in the car shopping journey. Nearly one-fifth (19 percent) of all buyers, and an impressive 25 percent of new-car buyers, reported using AI sites like ChatGPT or AI-powered search overviews during their shopping process.
The impact of this early adoption is striking. “Mostly digital” buyers who used AI reported significantly higher satisfaction across the board. 84 percent were satisfied with their overall shopping experience, compared to 71 percent of non-AI users. They were also far more likely to trust they got a good deal (81 percent vs. 67 percent) and were more satisfied with the time the process took (81 percent vs. 65 percent). This data is a clear signal that AI is not just a future concept but a present-day tool that can already enhance transparency and build trust. Both dealers and consumers see its potential, with 63 percent of dealers believing AI investment is critical for long-term success, and 83 percent of consumers agreeing that AI will impact how they buy cars in the next decade.
“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, Retail Solutions at Cox Automotive. “When dealers deliver intelligent, seamless experiences, it works: 84% of shoppers who lean into AI-powered online tools report high satisfaction.
Customer Satisfaction is About the Process, Not Just the Destination
As the industry moves into 2026, the path forward is clear. The record-high satisfaction levels achieved in 2025 were not accidental; they were earned through a dedicated focus on efficiency and digital integration. The dealerships that continue to thrive will be those that lean into this trend, closing the gap in online financing, embracing AI to provide better information, and delivering the seamless, respectful, and time-saving experience that modern consumers demand.
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