On the Dash:
- Dealer trust among buyers rose to nearly 70%, up from 44% in 2023.
- Digital tools enhance trust, but in-person experiences drive control, satisfaction, and excitement.
- Gen Z buyers rely on dealerships for test drives despite relying heavily on external research sources.
Nearly 70% of U.S. car buyers view dealerships as trustworthy, up from 44% just two years ago, according to the 2025 Capital One Car Buying Outlook. The survey finds that buyers increasingly combine online research with in-person experiences to feel informed, in control, and excited about their purchases.
Familiarity with digital tools boosts dealer trust, with 71% of digitally savvy buyers reporting confidence in dealerships. Buyers who trust dealers are almost twice as likely to return for future purchases. At the same time, dealers recognize the competitive edge digital tools provide, with 86% citing them as an advantage, up more than 25 points since 2021.
Despite digital growth, the survey shows the in-person experience remains critical. Shoppers who visited dealerships physically reported greater transparency, excitement, and overall satisfaction than those who shopped primarily online. Buyers who engaged in person also felt greater control over the process.
Generational trends reveal that Gen Z car buyers rely more on non-dealer sources for research but rank dealerships among their top five trusted resources. They show particular interest in test drives, underscoring the importance of in-person engagement in converting younger audiences.
The survey also notes that manufacturers play a growing role in fostering trust. Nearly half of recent buyers cited automakers as influencing their confidence in dealerships, up from 20% in 2024.
The findings underscore the continued value of balancing digital tools with personal interaction. Dealers who integrate technology with in-person service can cultivate trust, drive satisfaction, and encourage repeat business in an increasingly competitive automotive market.
