Car Buyers Embrace Digital Tools as Satisfaction Reaches New Heights, says U.S Study

Cox Automotive’s latest Car Buyer Journey Study suggests that the vehicle purchase experience in the United States is becoming smoother and more satisfying, even as affordability remains a major concern. Based on research conducted in autumn 2025 among 2,300 people who bought a new or used vehicle in the previous year, the report found record levels of satisfaction among new-car buyers. Much of that improvement is linked to better use of technology, more connected retail systems and dealership processes that feel quicker, clearer and more personalised.

The findings come as many in the retail motor industry prepare for the annual NADA Show in Las Vegas, where dealers are likely to welcome the news that overall satisfaction has climbed to near-record levels. Among new-vehicle buyers, 76% said they were highly satisfied with the buying process, while dealership satisfaction also remained strong. Buyers pointed to better vehicle choice, more efficient shopping journeys and a more seamless move between online research and in-person interactions.

Affordability, however, continues to shape behaviour. Nearly two-thirds of buyers said leasing or owning a car feels too expensive, with high vehicle prices the biggest source of pressure. Even so, those cost concerns are changing rather than stopping purchases. More shoppers are weighing both new and used models, more are considering leasing, and some accelerated their decisions because of expected price rises linked to tariffs. At the same time, the study points to growing confidence in digital help. Buyers who used AI-powered tools reported stronger satisfaction, particularly those who completed most of the process online. Yet the report also makes clear that consumers do not want a fully digital experience. Most still prefer an omnichannel journey that combines online convenience with face-to-face support at the dealership. Third-party websites also remain central to the process, serving as a trusted place for research, comparison and decision-making. Together, the findings show a market in transition, where buyers want lower costs but also smarter, more flexible and better connected ways to shop.