Car buyer satisfaction dropped sharply in June, marking the largest monthly decline recorded by CDK Global since it began tracking purchase experiences three years ago. The Ease of Purchase Score fell from 90% in May to just 77% in June, with issues reported across nearly every stage of the buying process, especially in financing and final pricing.
Here’s why it matters:
This downturn in satisfaction presents a critical warning for dealers. A difficult financing environment, longer-than-expected transaction times, and customer compromise on vehicle selection are eroding the consumer experience. In a market where brand loyalty and digital competition are increasingly important, dealers who ignore this data risk losing future sales and damaging their reputations. Understanding where these pain points lie, particularly in F&I, is essential for adjusting strategies, training staff, and improving dealership processes.
Key takeaways:
- Sharp decline in satisfaction scores
CDK Global’s Ease of Purchase Score dropped 13 points from May to June, falling from 90% to 77%. This represents the steepest decline in three years. - Financing challenges take center stage
Only 53% of buyers found it easy to apply for credit, a steep fall from 67% in May and below typical baseline levels of 60%. - F&I process under scrutiny
Satisfaction dropped across the board in F&I. Selecting add-on products was rated easy by 57% of buyers, down from 66%. Completing paperwork fell to 68%, from 74%, and agreeing on final pricing dropped to 56%, from 65%. - Vehicle selection compromises rise
Fewer buyers ordered from the factory (15%) or bought in-transit vehicles (19%). More settled for alternate in-stock vehicles, with that group rising to 15%, up from 9%. - Transaction time is a growing pain point
Thirty-six percent of buyers said the dealership process took longer than expected. This is one of the highest rates recorded and is a consistent factor that negatively impacts satisfaction.
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