On the Dash:
- Car buyers now spend one to three months cross-shopping brands, dealers and marketplaces before buying.
- Price now outweighs brand loyalty, with 31% of buyers prioritizing value over brand name.
- EV sentiment splits sharply, with 60% of dealers excited but only a third of buyers ready.
Car shoppers are taking longer to buy and crossing more brands, dealers and marketplaces before they commit, according to a new Urban Science Harris Poll study. The sixth annual survey polled 3,012 U.S. auto buyers and 252 dealers in January 2026. It found the purchase journey now stretches one to three months as buyers cross-shop more widely than in past years.
Dealers remain confident in their role. 74% said they play an essential part in the new-car buying journey, and 63% strongly agreed the traditional dealership model is built for the future. Buyers were less convinced, though their sentiment improved year over year.
90% of buyers still named a traditional dealership as their top choice for a purchase. But 66% said they would consider buying directly from a dealership’s website, and 25% said they are more likely to buy entirely online than they were a year ago. 44% said they now spend more time researching before contacting a dealer.
Price is also pulling ahead of brand loyalty. 31% of buyers said they now prioritize price and value over brand. 59% said they would drive farther for a better vehicle price, while 45% said they are less willing to travel far for service than for a purchase. The data gap between online activity and in-store sales remains a challenge for dealers trying to track return on investment.
“The key to navigating this complexity lies in leveraging the power of daily sales data to sell more cars, drive efficiency and increase profitability across service and sales operations,” said Amy Bowering, Global Marketing Director at Urban Science, in the release.
EV sentiment split sharply between buyers and dealers. Federal policy changes have made 36% of buyers less likely to buy an EV, and 47% said they will never be ready to accept one. Dealers stayed more optimistic, with 60% still excited about EVs.
Meanwhile, worries over EV range fell 4% year over year, and concerns about charging time and MSRP dropped 4% and 3%, respectively. Nearly a third of buyers, 31%, said automakers should prioritize hybrids until EV challenges are fully resolved.
