FROM SHOPPER INSIGHT TO INVENTORY ACTION
HOW MARKET-DRIVEN DECISIONS SHAPE THE MODERN CAR BUYER JOURNEY
For more than 15 years, Cox Automotive has tracked shifts in the car buyer journey to help dealers adapt to changing expectations. The 2025 Car Buyer Journey Study shows buyers are more informed, more price‑sensitive, and more likely to compare options across new and used inventory. Satisfaction is rising, but it’s increasingly driven by pricing acuracy, availability, and speed. Here are four key findings to help new and used car dealers shape their inventory strategy:
KEY FINDING #1
Buyer Satisfaction is at a Record High
Buyer satisfaction reached new highs in 2025. Highly satisfied buyers spend less time researching and consider fewer vehicles, signaling faster decisions when pricing and availability are clear.
76% of new‑vehicle buyers report high satisfaction
WHAT YOU CAN DO NOW
Respond faster to market volatility with competitive pricing beyond static systems. Use Live Market View to align pricing with real-time market conditions, helping buyers validate value faster and move forward with confidence.
KEY FINDING #2
Cross‑Shopping is Now the Norm
Buyers no longer shop in a single lane. Cross‑shopping increases pressure to clearly communicate value and pricing across inventory types.
66% of buyers considered both new and used vehicles
WHAT YOU CAN DO NOW
Reduce friction with faster, clearer decision-making across new and used inventory. Global Search helps teams source vehicles across channels while staying aligned to inventory strategy, so buyers can more easily compare options and understand value.
KEY FINDING #3
Affordability Pressure is Shaping Buyer Behavior
Even as satisfaction rises, affordability remains a top concern. Buyers are more cautious, more analytical, and more focused on price fairness.
62% of buyers say owning or leasing a vehicle is too expensive
WHAT YOU CAN DO NOW
Protect margin by buying and pricing to real demand in a high-cost environment. Use ProfitTime GPS to evaluate which vehicles fit your market, margin goals, and exit strategy before you acquire them.
KEY FINDING #4
Trust and Transparency Drive Better Outcomes
Buyers who can validate price and value digitally report higher trust and satisfaction. Transparency reduces hesitation and speeds decisions.
81% trust they received the best deal
WHAT YOU CAN DO NOW
Turn inventory faster through clarity and consistency. Pricing and merchandising tools powered by live market data help dealers support transparent, defensible pricing that builds trust earlier in the buyer journey.
THE BOTTOM LINE
Buyers expect clarity. Dealers who align inventory and pricing decisions to real market conditions are better positioned to reduce friction, protect margin, and move inventory faster.
vAuto turns market complexity into clear inventory decisions. Ready to see these innovations in action? Find solutions that help propel your potential: https://www.vauto.com/solution-finder/
Source: 2025 Cox Automotive Car Buyer Journey Study