A new report from CDK has revealed a startling decline in customer satisfaction with the car buying process, as the overall “Ease of Purchase” score plummeted to an all-time low of 66 percent in November. This represents a dramatic drop from 85 percent in October and marks the first time the key metric has fallen below the 70% threshold since CDK began tracking customer sentiment more than three years ago.
Customers are Unhappy with the Entire Car Buying Process
The dramatic fall was not isolated to a single aspect of the vehicle transaction. The report indicates that nearly every part of the car buying journey saw a double-digit decline in customer satisfaction. This precipitous drop occurred even as consumer buying habits remained consistent, with the vast majority of customers still completing their purchases at the dealership and online sales holding steady at just two percent.
Inventory was less available than it was in previous months, which surely contributed to some frustration among customers. The percentage of buyers who found their desired vehicle in stock dipped from 55 percent to 49 percent, but this figure was still higher than in September, when the overall Ease of Purchase score stood at a much higher 89 percent. So, while inventory volume is part of it, inventory availability alone cannot explain the steep decline.
Not Even Test Drives Safe from Customer Dissatisfaction
Generally individual steps in the process that are under a dealer’s direct control are able to stay consistent when the market impacts customers, but even those suffered significant drops in November. The score for how easy it was to agree on a trade-in value was the lowest of any metric, falling to 45 percent in November. As was the theme in November, this is a sharp contrast to 66 percent in October and 56 percent in November of the previous year. This dip is most likely reflecting volatility in the used-car market and lower levels of customer equity.
More surprisingly though, the ease of taking a test drive also plunged, with only 65 percent of buyers finding it easy, compared to 80 percent in October. That is exceptionally bewildering and may be linked to minor inventory issues, but even then, it’s not clear what caused it to drop so far. CDK’s analysis of customer comments did not reveal a surge in major complaints. Instead, feedback was largely constructive, with remarks like “enhance the online appointment system” and “the whole process felt a bit unorganized.” Nothing out of the ordinary compared to the rest of the year.
Is Disappointment in the Market Affecting Customer’s Opinion of Dealerships?
The shocking results suggest a broader, more subtle shift in customer perception rather than a single, identifiable failure point. As the industry continues to face economic headwinds and slower sales, there’s a chance customers are just unhappy with the lack of affordability in the market. A dealer can handle an interaction perfectly, but if the buyer is unhappy with the price they’re paying, that’s going to leave a lasting impact.
Still, there are some things that dealers can do to mitigate the issues. The report highlights a critical opportunity for dealerships to focus on refining their internal processes. CDK noted that some of the highest satisfaction scores have historically occurred during high-volume sales months, as dealership staff may thrive on that intensity. The challenge now is for dealers to cultivate that same energy and operational excellence during slower periods to rebuild customer confidence and improve the overall buying experience.
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