- New vehicle buyer satisfaction is high, but speed and clarity matter more than ever.
- Most buyers now compare new and used vehicles before deciding.
- Here are four shifts from the Car Buyer Journey Study every new‑car team should factor into their strategy.
For more than 15 years, Cox Automotive has tracked how buyer expectations evolve. The 2025 Cox Automotive Car Buyer Journey Study shows a clear pattern for new‑car dealers: satisfaction is rising, but shoppers are moving faster, comparing more options, and expecting clarity earlier in the process.
Those findings are visualized in the From Shopper Insight to Inventory Action: How Market-Driven Decisions Drive the Modern Car Buyer Journey, which outlines the most important buyer shifts shaping today’s market. Below are four shifts new‑car teams need to understand now, along with the one action each shift demands. Four shifts. One action per shift.
1. Buyer Satisfaction Is at a Record High
The data: 76% of new-vehicle buyers report high satisfaction
Highly satisfied buyers spend less time shopping online and consider fewer vehicles before making a decision. That signals something important: when buyers feel confident, they move forward faster.
Why this matters for new‑car teams
High satisfaction does not mean buyers are easier. It means expectations are clearer. Buyers respond well when pricing and availability are straightforward and consistent.
What new‑car teams should do now
Keep pricing and availability clear across channels so buyers can move forward without second-guessing. Tools like Live Market View help new-car teams align pricing to real-time market conditions, so buyers can validate faster and move forward with confidence.
2. Cross‑Shopping Is the New Normal
The data: 66% of buyers considered both new and used vehicles
New vehicles are no longer compared only against other new vehicles. They are evaluated alongside used options for price, value, and availability.
Why this matters for new‑car teams
When buyers can’t immediately understand why a new vehicle is the right choice, they continue shopping. Cross‑shopping increases friction when value isn’t easy to compare.
What new‑car teams should do now
Make price and value easy to understand at-a-glance so your new vehicles hold up against the competition. With vAuto Conquest™, new-car teams can see how their pricing stacks up beyond OEM systems, helping vehicles hold up against alternatives during cross-shopping.
3. Affordability Pressure Shapes New‑Car Decisions
The data: 62% of buyers say owning or leasing a vehicle is too expensive
Even with rising satisfaction, cost remains top of mind. Buyers are more analytical and more focused on whether price feels fair.
Why this matters for new‑car teams
Affordability pressure increases scrutiny. Buyers take longer to validate whether the premium for new inventory makes sense.
What new‑car teams should do now
Remove friction by making incentives, pricing, and value defensible, clear, and easy to validate by using merchandising tools to help you create informative content for every vehicle listing.
4. Trust and Transparency Drive Better Outcomes
The data:
- 84% satisfaction among mostly digital, AI assisted buyers
- 81% trust they received the best deal
Buyers who can validate price and value digitally feel more confident and more satisfied.
Why this matters for new‑car teams
Unexpected price changes or inconsistent merchandising erode confidence and slow decisions.
What new‑car teams should do now
Keep pricing and merchandising consistent across channels to reduce hesitation and build trust earlier.
The Bottom Line for New‑Car Dealers
Buyer satisfaction is high, but expectations have sharpened. New‑car teams that respond to real market conditions, reduce friction, and keep pricing clear are better positioned to capture demand when buyers are ready to act.
To see the complete data set and recommended next steps, read From Shopper Insight to Inventory Action: How Market-Driven Decisions Drive the Modern Car Buyer Journey.
Source: 2025 Cox Automotive Car Buyer Journey Study, explored in detail in the infographic
