HOW TO BUILD
SMARTER DEALS:
Insights from the 2025
Car Buyer Journey Study
For more than 16 years, Cox Automotive has tracked how the car buying journey evolves as consumer expectations change. This year’s findings show that digital deal-building and AI-powered tools are helping dealers reduce friction, build trust, and deliver the seamless, transparent experiences today’s shoppers expect. Here are 4 key insights from the study.
KEY FINDING #1
Buyer Satisfaction is at an All-Time High
Overall shopping satisfaction reached 71%, with new-vehicle buyer satisfaction climbing to a record-high 76%. Satisfaction with the dealership experience also hit an all-time high, especially among new buyers at 81%. These satisfaction gains signal that dealers are delivering more consistent, customer-centric experiences than ever before.
Shopper satisfaction reached 71%
WHAT YOU CAN DO NOW
Give shoppers more control, support, education, and transparency throughout the deal-building process. With Deal Central, you can collaborate with customers in real time—whether online or in-store—so every step of the deal stays consistent and connected. By empowering shoppers with greater visibility and guidance, you build trust and deliver the seamless, highly satisfying experience they’ve come to expect.
KEY FINDING #2
AI Usage Meaningfully Enhances the Shopping Experience
Among mostly digital buyers, those who use AI report significantly higher satisfaction across the entire journey. 84% of AI users report satisfaction with the overall experience, compared to just 71% of non-users. Trust also improves, with 81% of AI users believing they received the best deal, versus 67% of non-users. Satisfaction with the time it takes to complete the process is also higher among AI users at 81% versus 65% for non-AI users.
81% of AI users report trust and confidence
WHAT YOU CAN DO NOW
Use AI-powered tools to create faster, more transparent, more confident buying experiences. With Deal Central, you can leverage AI-driven deal-making technology to guide customers through every step of the buying process. Tools like F&I Intelligence and Desking Intelligence deliver real-time recommendations, streamline workflows, and help structure better, faster deals. The result is a more efficient process that builds trust, loyalty, and overall satisfaction.
KEY FINDING #3
Digital Tools Directly Increase Efficiency and Satisfaction
Buyers who complete more steps online spend less time at the dealership and report higher satisfaction. Mostly digital buyers save an average of 41 minutes at the dealership. Higher digital engagement also correlates with stronger satisfaction, with 78% of mostly digital buyers reporting satisfaction, compared to just 65% for light digital users.
Digital buyers save 41 minutes; 78% satisfied
WHAT YOU CAN DO NOW
Use digital workflows to reduce friction, save time, and keep deals moving forward. With Deal Central, including Darwin Integration, you can minimize manual entry, eliminate recalculations, and streamline document processing. As you build deals alongside shoppers using digital tools, you reduce back-and-forth and keep buyers progressing toward purchase.
KEY FINDING #4
Digital Completion of Key Steps Continues to Increase
Shoppers are completing more steps of the buying journey online, especially new-vehicle buyers. Year over year, online trade-in offers increased by six percentage points, while online F&I product selection increased by four points.
Online trade-in offers rose 6 percentage points year over year
WHAT YOU CAN DO NOW
Keep the digital momentum moving forward with a true digital deal building experience. Use Deal Central, with Digital Deal Jacket, to empower shoppers to complete key steps on their terms—online, in-store, or a combination of both. This allows customers to start deals remotely, knowing that every detail will carry over to your dealership. You can also leverage tools like centralized credit decisions and digital paperwork to further streamline the process—reducing friction and accelerating deal completion.
READY TO LEARN MORE?
See how digital deal-building and AI-powered tools are helping dealers create faster, more transparent, and more satisfying car-buying experiences.
Explore Deal Central with an interactive demo at your own pace. Get Started.