The Most Frustrating Step in Car Buying – It’s Not What You Think.

Cox Automotive hired Root & Associates to gain new insights into new and used car buyers and the emotions associated with steps in the sales process. We examined the experiences the dealer has control over so we focused on the part of the buying process that typically happens while they’re at the dealership. This includes engaging with a sales person to delivery of the vehicle. The insight can be used to develop products that improve the overall consumer experience while shopping for a vehicle.