Cars a ‘need’ not a ‘want’ for 79% of independent buyers, study finds

On the Dash:

• 79% of independent dealership buyers say they need a vehicle, not want one
• Only 21% of buyers would return to the same dealership for their next purchase
• Trust now rivals price as a top barrier to conversion and loyalty

Most independent dealership buyers are not chasing a dream car. They are solving a problem. New research from Cox Automotive finds that 79% of these buyers say they “need” a vehicle rather than “want” one.

According to the company’s press release, the study is titled “Know Your Buyer, Grow Your Lot.” Cox Automotive developed it with the National Independent Automobile Dealers Association (NIADA). It looks at what drives today’s independent buyers and how dealers can win their trust.

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These buyers differ from traditional shoppers. Many face financial pressure, urgent transportation needs and tight credit. Those factors shape every step of the purchase.

The release shared several key findings:

• Among buyers of 11 to 20-year-old vehicles, 77% earn under $75,000 a year.
• Buyers spend an average of 16.5 hours researching online.
• About 77% use third-party listing sites. 
• Only 21% would return to the same dealership.

The study also found that shoppers visit more than five websites before ever contacting a dealer. Most, 83%, start without knowing which vehicle they want. That makes listings, fast replies and digital merchandising critical early on.

“The digital experience has become one of the most important competitive differentiators for independent dealers,” said Elizabeth Stegall, Senior Director, Client Retention at Cox Automotive. “Dealers that prioritize accurate listings, transparent pricing, fast response times and clear financing information are far more likely to earn trust before a customer ever steps onto the lot.”

The study found trust is now a top barrier to conversion and loyalty. Many buyers like the final price but fewer trust they got the best deal. That doubt often ties back to unclear financing terms, surprise fees or poor communication.

To fix this, the research urges dealers to offer clear pricing, upfront vehicle history and simpler financing. It also points to an easier purchase process that cuts friction for buyers.

Cox Automotive based the study on 384 used-vehicle buyers. Each bought from an independent dealership between September 2024 and August 2025.