Category: Uncategorized

Summary:

• Sellers trust familiar valuation sources throughout the journey
• Cash offers are now a standard expectation, not an extra
• Consistent, trusted experiences help keep trade opportunities in your ecosystem

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Vehicle sellers don’t start at your store; they start with research online. By the time they raise their hand or show up on your lot, many already have a number in mind for their vehicle’s value. 

That’s what the 2025 Car Buyer Journey Study reinforces: the path from research to selling or trading isn’t driven by timing as much as it’s driven by credibility and trust. Sellers lean on familiar valuation sources, clear cash offers, and consistent experiences to inform their decision-making.

Here’s how the key findings from the Car Buyer Journey Study translate into clear opportunities for your dealership and what you can do now.

Research Starts with Recognition, Not Discovery

The Car Buyer Journey Study shows that 63% of consumers who sell their vehicle to a dealership use Kelley Blue Book, and that number increases to 72% among trade‑in sellers. It also confirms that KBB.com is the single leading website consumers use for vehicle valuation. 

These findings point to a consistent pattern. Most sellers arrive with expectations already formed, anchored to a valuation source they recognize and trust.

Your Move: Validate Expectations, Then Set the Right Next Step

This is the moment when trust matters most. Start by acknowledging the valuation source your customer used and clearly explaining the value adds and deducts in your appraisal process. Alignment and transparency build momentum and keep the conversation moving forward. 

This is also where tools like Kelley Blue Book^® Instant Cash Offer (KBB ICO) can play an instrumental role. Instant Cash Offer connects a trusted Kelley Blue Book-backed valuation to a cash offer, helping sellers move from research to action with confidence. By aligning your dealership with a resource they already trust, you help customers feel more informed and more comfortable taking the next step. 

Cash Offers Are Part of the Journey, Not an Extra Step

The Car Buyer Journey Study shows sellers use Kelley Blue Book^® Instant Cash Offer most often to complete their vehicle disposal. It matters because trust drive action. When the process feels familiar and credible, they’re more likely to move forward.  

Up to 53% of consumers who sold or traded in a vehicle received a cash offer. For many sellers, an offer is no longer optional. It’s part of how they decide where to dispose of their vehicle.Cash offers provide clarity at a moment when sellers are weighing options. They help turn research into intent and intent into action.

Your Move: Make Cash Offers a Natural Extension of Trust

Treat Kelley Blue Book^® Instant Cash Offer as a primary acquisition channel. Extend offers across digital, service, and in-store touchpoints to capture seller intent wherever it starts. By partnering with a brand and tool sellers already trust, dealers can meet customers where they are, have more productive conversations, and create win‑win outcomes that move deals forward. 

Bring the Journey Together

The Car Buyer Journey Study makes one thing clear: sellers rely on familiar valuation sources, expect clarity through cash offers, and are more likely to follow through when the experience feels consistent from start to finish. When your acquisition processes align with how sellers behave, you are positioned to move faster, reduce friction, and win more trade opportunities.

See what the Car Buyer Journey Study reveals about trust and seller behavior. 

Source: Cox Automotive, 2025 Car Buyer Journey Study. 

Summary: The 2025 Cox Automotive Car Buyer Journey Study shows satisfaction reaching record highs, even as affordability pressures persist. As buyers complete more steps digitally and experience faster, more connected transactions, confidence and trust rise across the dealership experience. These insights help clarify what today’s buyers value most and how dealerships can better support decision‑making at critical moments. 

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The car‑buying experience is improving, even as affordability remains a challenge. Vehicle prices are elevated, interest rates continue to affect monthly payments, and buyers are scrutinizing financial decisions more closely than they have in years. Yet customer satisfaction with the car‑buying journey has reached a new high. 

The 2025 Cox Automotive Car Buyer Journey Study shows customer satisfaction with the car-buying experience climbing to 71%, with new-vehicle buyer satisfaction reaching 76%, the highest level recorded. Now in its 16th year as a premier source of valuable consumer data and insights for the automotive industry, the research sends a clear signal: workflow and experience improvements are driving better outcomes. 

Car buyers are arriving more prepared, spending less time completing transactions, and feeling more confident at key financial moments. These gains are tied to a smoother, more connected experience that reduces uncertainty and preserves momentum throughout the deal. 

Satisfaction Is Up Because the Buying Journey Is Simpler

Buyer satisfaction is rising largely because the path to purchase has become more efficient. Satisfaction with the overall dealership experience reached an all‑time high of 81% among new‑vehicle buyers, signaling that ease, not excess choice, is shaping perception. 

Highly satisfied buyers spend less time shopping, visit fewer sites, and consider fewer vehicles before deciding. When the process flows without repeated handoffs or unnecessary complexity, confidence replaces hesitation. 

Digital engagement reinforces this trend. Buyers who were mostly digital throughout their buying journey reported higher satisfaction (78%) than those who used digital tools lightly (65%). Digital tools improve satisfaction by helping to drive simplicity, transparency, and continuity. 

Digital Progress Today Is All About Momentum

Digital progress is not about pushing every step online – it’s about helping buyers arrive further along and better prepared. More buyers are now completing higher‑impact steps digitally before visiting the store. Online trade‑ins increased by six percentage points year over year, while online F&I product selection rose by four points. 

That shift changes how time is spent in store. With key decisions already underway, fewer tasks pile up at the end of the deal. Finalization becomes more focused, with less repetition and fewer opportunities for error. 

Operationally, this momentum protects deal continuity, especially through sales and F&I transitions. Buyers who arrive with financing expectations and trade‑in values already established require less back‑and‑forth and move forward with greater confidence. 

Speed as a Measure of Trust

Speed plays a large role in how buyers judge the experience. It is not just about convenience, but reassurance. The study shows that mostly-digital buyers save an average of 41 minutes at the dealership. 

Those time savings matter most when decisions feel most consequential. Faster, more predictable processes reduce anxiety and second‑guessing, particularly in a high‑cost environment. When deals move forward without unnecessary pauses or resets, buyers feel confident that nothing is being revisited or overlooked. 

AI Delivers Value By Reducing Friction—Not By Replacing People

AI skepticism remains high among dealers, but the research helps explain why and where value truly exists. Buyers respond positively to AI when it reduces friction at critical moments, not when it attempts to replace human guidance. 

Among buyers who engaged with AI and automation tools, 81% trusted they received the best deal, compared with 67% of non‑AI users. These buyers also reported higher overall satisfaction (84% vs. 71%) and greater confidence in the process duration. 

What makes the difference is restraint. AI earns trust when it operates quietly in the background, validating inputs, reducing errors, and preserving consistency while leaving decision‑making and reassurance to people. 

Omnichannel Isn’t Optional—Because Buyers Don’t Follow a Straight Line

Buyers do not move cleanly from online research to in‑store close. They switch between channels, pause, return, and pick up where they left off. Satisfaction is highest when those transitions feel connected. 

Progress rarely happens in one place. Buyers who complete more steps online not only report higher satisfaction, they also spend less time in store because prior work carries forward instead of breaking down at handoff points. 

Operationally, omnichannel consistency keeps momentum intact when leads originate from multiple sources and decisions unfold over time. Consistency, not channel dominance, drives confidence. 

Find Out More

See how Dealertrack F&I solutions help make financial decisions clearer, reduce friction at critical moments, and keep deals moving forward. Explore a self‑guided demo or connect with a representative for a live discussion. 

Join Vanessa Ton, Senior Manager of Research and Market Intelligence at Cox Automotive, as she presents the latest findings from Cox Automotive’s 16th annual Car Buyer Journey study. Learn how evolving affordability challenges, digital tools, AI, and shifting buyer behaviors are shaping the automotive market. Get actionable strategies to attract, convert, and retain today’s car shoppers plus tips to streamline the online-to-in-store experience and maximize lifetime customer value. Watch now to gain a competitive edge and future-proof your dealership in a rapidly changing market. 

Why Generative Engine Optimization (GEO) Matters for Dealerships

Car shoppers are already asking AI tools like ChatGPT, Gemini, and Google AI things like “Which dealership should I go to?” Instead of clicking through search results, they’re getting direct answers.

The question is: does AI mention your dealership?

What Is GEO?

Generative Engine Optimization (GEO) helps AI understand, trust, and recommend your dealership by name.

SEO helps people find your website.
GEO helps AI recommend your dealership when shoppers ask questions.

Why GEO Matters

Search is changing fast. AI doesn’t rank links, it gives answers. GEO makes sure your dealership shows up in those answers.

With Dealer.com GEO, your dealership can:

• Appear in AI‑generated answers, not just search results
• Stay visible as shoppers rely more on AI
• Build trust before a shopper ever clicks a link

Simply put, GEO helps your dealership become the answer, not just an option.

Why Dealer.com GEO?

Dealer.com GEO is built into the Dealer.com platform, no extra setup required.

You get:

• Content written around real shopper questions AI understands
• Built‑in signals that support AI visibility
• Reporting that shows where and how your dealership appears in AI
• Insight into how AI describes your dealership, not just how often it shows up

Dealer Benefits

GEO is about earning recommendations, not chasing rankings.

• Get recommended, not just listed
   Appear as a trusted dealership in AI answers, not buried in search results.
• Reach shoppers sooner
   Show up when shoppers ask AI who to trust, often when they’re ready to buy.
• Stay visible as search changes
   Build on your SEO as more shoppers turn to AI.

Shopper Benefits

GEO also makes shopping easier.

• Faster answers without searching multiple pages
• More confidence from trusted AI recommendations
• More relevant results that better match what shoppers want

Built for the Future of Search

Dealer.com GEO is built into the platform, no extra setup needed.

• No plugins or add-ons
• AI‑ready by design
• Built for where search is headed, not where it’s been

The Bottom Line

• GEO isn’t about rankings. It’s about recommendations.
• If shoppers are asking AI where to buy, make sure your dealership is the one it recommends.

Talk to your Dealer.com representative about GEO today.

Explore how Dealer.com’s Managed Services content and creative solutions turn strategy into performance. This lookbook highlights real dealership examples, from website visuals and promotions to service and fixed ops creative – designed by automotive specialists to attract shoppers, reinforce your brand, and convert visits into action.

Buyer satisfaction reached record levels in 2025, even as affordability pressure, cross‑shopping, and complexity continue to rise. If you’re a dealer, this should have is worth your attention.  

According to data from the 2025 Cox Automotive Car Buyer Journey Study and explored in the infographic, 5 Car Buyer Journey Trends Dealers Can Act On In 2026, higher satisfaction isn’t coming from easier conditions. It comes from buyers who are shopping differently. 

Dealers who support that behavior are seeing stronger outcomes. Those who don’t are feeling the friction. 

This article breaks down the five trends behind that shift and the immediate actions you can take to keep deals moving. 

Satisfaction Hits New Highs

The Trend

Buyer satisfaction reached record levels in 2025, not because the process got easier, but because it got clearer for buyers. New vehicle buyer satisfaction reached 76%, and satisfaction with the dealership experience hit 81%, the highest levels since the study began. 

What stands out is the way these buyers moved through their journey. They compared fewer vehicles, visited fewer sites, and spent less time second-guessing. When buyers felt confident moving forward, satisfaction followed. 

How to win moving forward

Satisfaction comes from removing friction.  

You win by helping buyers move with confidence. Carry online work forward, reduce repeat steps, and guide decisions with clarity instead of pressure. When the experience feels connected and respects your buyer’s time, satisfaction takes care of itself. 

Affordability Pressure and Cross-Shopping Reshape the Funnel

The Trend

Affordability pressure is changing how buyers move through the funnel. According to the study, 62% of consumers say owning or leasing a vehicle feels too costly, and 66% are cross-shopping before deciding. 

How to win moving forward 

Your guidance matters most when buyers are weighing more options. 

Provide clear pricing context, transparent payment options, and timely follow-up that helps narrow the field. When you replace overwhelm with clarity, cross-shopping becomes a path to progress. 

Digital-First Buyers Are the Most Satisfied

The Trend

Mostly Digital buyers, or those who complete more steps online, report higher satisfaction across the shopping experience, dealership experience, and overall process. They also save an average of 41 minutes overall at the dealership. 

Importantly, buyers don’t want to do everything online. They want the right steps handled digitally and carried forward. If their progress resets at the dealership, it can sour the experience (and sometimes, even the deal). 

How to win moving forward 

Digital progress should reduce time, not add steps. 

You win by moving high-friction tasks online and eliminating repeat work in store. Even shifting one or two steps can make a meaningful difference in efficiency and buyer confidence. When buyers arrive better prepared, your team spends less time on paperwork and handoffs and more time moving deals forward. 

AI Emerges as a Satisfaction Multiplier

The Trend

AI is already shaping how buyers shop. In 2025, one in four new‑vehicle buyers used AI tools. Those buyers were more satisfied, trusted the deal more, and felt better about the overall process. 

How to win moving forward

Informed buyers are easier to serve. 

You win when you meet AI-enabled shoppers with transparency, speed, and consistency. Make sure pricing, inventory details, and next steps align with what buyers already know. Clear answers, fast follow-up, and accurate information build trust.  

From Sale to Service, the Lifetime Value Connection

The Trend

In 2025, the purchase experience shaped what came next. The study showed a direct link between satisfaction during the sale and service retention, with 57% of buyers saying they were likely to return for service, an all‑time high. 

When the sale felt clear and efficient, loyalty followed. Sales and service became part of the same experience. 

How to win moving forward

Lifetime value is built earlier than many dealers realize. 

You win when you treat the sale as the starting point, not the finish line. Introduce service early, set expectations clearly, and make the transition from purchase to ownership seamless. Small moments matter. Clear communication. Fewer handoffs. And, a sense that you’ll continue guiding the buyer after delivery. 

Immediate Actions for Dealers

Based on what the 2025 Car Buyer Journey reveals, these are the actions Autotrader sees making the biggest difference for dealerships right now. 

1. Lead with payment clarity early 

Affordability pressure is real, and buyers are solving for monthly payment first. Make payment context easy to find and easy to understand to reduce uncertainty and keep shoppers engaged. 

2. Audit friction and idle time across the journey 

Look for steps that slow buyers down or force repeat work. Reducing handoffs, unnecessary waits, and duplicate conversations improves both efficiency and satisfaction. 

3. Carry digital progress into the showroom 

Buyers expect work completed online to move with them in store. When information, decisions, and documents carry forward, confidence rises and time spent drops. 

4. Prepare your team for informed, AI‑enabled buyers 

Shoppers are arriving with more knowledge and clearer questions. Equip teams to respond with transparency, speed, and consistent answers in plain language. 

5. Build the lifecycle connection earlier 

The purchase experience sets the tone for service, retention, and future sales. Introduce service early and make the transition from purchase to ownership feel seamless. 

See the 2025 Car Buyer Journey at a Glance 

Want a faster way to absorb the key shifts shaping how buyers shop today? Download the 2025 Car Buyer Journey Infographic for a visual summary of the trends driving satisfaction, digital behavior, AI usage, and long‑term loyalty, all backed by Cox Automotive data. 

Source: 2025 Cox Automotive Car Buyer Journey Study 

A direct‑to‑indirect strategy that speeds deal‑making and safeguards against flipping. 

Transcript:

00:00:05
And we’re back.

00:00:06
Welcome to the next episode of Small Bites.

00:00:09
I’m Greg Payne, Marketing Manager with Cox Automotive, and I’m joined as always by Andy Mayers, AVP of Dealertrack Lender Solutions.

00:00:17
Now in this episode, we’re going to be going in depth on a solution that has a fairly ambiguous name: Lender Referral.

00:00:24
I know I’m not alone in asking this.

00:00:26
Who exactly is Lender Referral referring to, and to whom?

00:00:30
Great question.

00:00:31
What we call lender referral today is a product that’s evolved as the industry has changed. Consumers want to do more online, as you’ve shown us in your studies.

00:00:44
What’s really interesting is how many people are willing to go to a lender’s website to get financing done before they go elsewhere.

00:00:52
Lender referral allows a lender to take a pre‑approved customer, deliver them to a dealer, and secure financing—helping facilitate that process.

00:01:06
It turns a shopper into a buyer by getting them pre‑approved.

00:01:12
It also drives efficiency for the consumer.

00:01:15
Let’s walk through that experience.

00:01:19
A customer may be shopping, realize they need financing, and decide to work with their bank first.

00:01:27
They might get pre‑approved before stepping into a dealership.

00:01:32
The lender tells them they’re approved up to a certain amount and provides a dealer network that can honor the loan.

00:01:46
That creates efficiency before the customer even walks into the dealership.

00:01:52
We know financing time is a pain point—this helps eliminate it.

00:01:57
Lenders also benefit by strengthening relationships and creating cross‑sell opportunities.

00:02:05
Consumers may already have banking relationships that lead to loan offers.

00:02:18
That’s a win for the consumer, the lender, and the dealer.

00:02:29
Dealers receive customers who are already qualified.

00:02:31
It’s truly a win‑win‑win.

00:02:37
The process itself is simple.

00:02:39
Once approved, the customer brings their information to the dealership.

00:02:48
The approval is retrieved and presented with all relevant details.

00:02:55
The dealer adds the vehicle, submits it for final approval, and moves straight to digital contracting.

00:03:06
One benefit is that the loan structure is locked down.

00:03:16
Studies show dealers typically won’t flip the loan when profitability is maintained.

00:03:25
This process reflects where the industry is headed—online financing.

00:03:33
It’s still an indirect contract, but it originates digitally.

00:03:41
We’ve seen great success with lenders already using it.

00:03:44
It’s also a strong service for dealers bringing in pre‑approved customers.

00:03:50
We believe it’s performing very well in the market.

00:03:58
Consumers want to shop and get approved online.

00:04:05
If they want to work with their lender first, why not bring that service to the dealer?

00:04:09
That’s lender referral.

00:04:11
It balances risk and competitive advantage for lenders.

00:04:17
It checks both boxes.

00:04:21
This transitions nicely into our final Small Bite topic: creating a fully connected and streamlined purchase transaction.

00:04:30
It’s all about the journey.

00:04:33
Speed, automation, and technology driving the online car‑buying experience.

00:04:44
All while maintaining dealer and lender profitability.

00:04:54
We’re excited about where the industry is going.

00:04:59
We want to partner with our lenders to get there.

00:05:01
If you have questions, connect with a lending solutions expert.

00:05:08
Andy, thanks for your continued partnership.

00:05:12
And thank you to our audience for tuning in.

00:05:17
Join us next time as we wrap up the Small Bite series with contracting services.

00:05:22
If you have questions about lender referral or related topics, reach out to a lender solutions expert.

00:05:30
Until next time, have a great day.