Car buyer journey study shows record satisfaction as digital tools and AI reshape vehicle purchases
On the Dash:
- Car buyer satisfaction hit a record high in 2025, driven by improved transparency, efficiency, and access to information.
- Cross-shopping and lease evaluations are increasing as buyers weigh both new and used vehicles amid higher prices and interest rates.
- Digital research and AI tools enhance the purchase process, but consumers still value in-person dealer interactions for final decisions.
According to Cox Automotive’s latest Car Buyer Journey Study, car buyer satisfaction reached its highest level on record in 2025 as consumers increasingly combined digital research, artificial intelligence tools, and in-person dealership visits to navigate the vehicle purchase process.
The study, based on a survey of more than 2,300 recent vehicle buyers and lessees, found that more than three-quarters of new-vehicle buyers reported high satisfaction with their most recent purchase. Notably, nearly half said the experience was better than their previous transaction, which reflects improvements in transparency, efficiency, and access to information across the automotive retail landscape.
Additionally, nearly two-thirds of buyers considered both new and used vehicles before making a final decision, underscoring increased cross-shopping as higher prices and interest rates influence purchasing behavior. Leasing also gained traction, with more shoppers evaluating lease options as part of their decision-making process.
Digital tools continue to play a key role in the buyer journey, although fully online transactions remain rare. Most consumers conducted thorough online research, using pricing tools, vehicle comparisons, and digital retail platforms, before visiting a dealership to narrow down their options. The majority found that a combination of online convenience and in-store assistance provided the best experience.
Meanwhile, artificial intelligence (AI) is increasingly playing a more visible role in vehicle shopping. About one-quarter of new-vehicle buyers reported using AI-driven tools such as conversational search or automated summaries during their research. Those buyers reported higher overall satisfaction, citing faster access to relevant information and greater confidence in their decisions.
As the car-buying process evolves, the study suggests that technology is enhancing, rather than replacing, the traditional dealership model, reinforcing the need for retailers to balance innovation with personalized service.
