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.
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.
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 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.
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.
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).
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 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.
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.
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.
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.
Based on what the 2025 Car Buyer Journey reveals, these are the actions Autotrader sees making the biggest difference for dealerships right now.
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.
Look for steps that slow buyers down or force repeat work. Reducing handoffs, unnecessary waits, and duplicate conversations improves both efficiency and satisfaction.
Buyers expect work completed online to move with them in store. When information, decisions, and documents carry forward, confidence rises and time spent drops.
Shoppers are arriving with more knowledge and clearer questions. Equip teams to respond with transparency, speed, and consistent answers in plain language.
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
Featuring AVP/Lender Strategist Andy Mayers with insights from the latest Cox Automotive Research
Cox Automotive sees this trend climbing year over year: more consumers are starting their car-buying journey online — and increasingly, they’re researching financing options before anything else. In our latest Car Buying Journey study, over half of buyers explored financing on a lender’s website, putting a spotlight on the long-standing dominance of indirect lending.
To be clear, indirect remains a strong origination channel — but technology, among other factors, is evolving the marketplace. Consumers now have more entry paths to shopping, and financing steps are moving up the funnel. That means lenders who rely solely on indirect channels may be leaving business on the table. Even those with direct lending models in place are missing opportunities to capture more of the business they want.
According to our Dealer-Lender Relationship Study, 4 out of 5 finance-approved deals are flipped, leaving lenders with a look-to-book ratio of just 20%. It doesn’t matter where the credit application originated — if a dealer finds a structure that boosts profitability with a rate and term the customer agrees to, they’ll likely flip the deal.
Now, combine that with the growing trend of consumers securing financing before visiting a dealership. You’ve got a compound challenge:
87% of dealers told us they could be convinced not to flip a pre-approved customer. Surprised?
If so, we get it. Allay your suspicions by tuning into Andy Mayers’ latest Forward-thinking Strategy session, where he hits this challenge head on with a bold new business channel — Direct to Indirect Lending.
Savvy lenders who’ve implemented this forward-thinking channel are seeing real results. Here’s what they’re gaining:
Listen to Andy’s latest 5-minute strategy session and join the savvy lenders already tackling one of the financing industry’s most persistent challenges. Then, let’s talk.
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.
Summary: Customer loyalty is built in the service lane. Insights from the Cox Automotive Fixed Ops and Ownership Study show that service experiences shape repeat visits, retention, and long-term value. This article outlines how proactive communication, transparency, and digital convenience help dealerships compete with independent repair shops and turn service visits into lasting loyalty.
It’s plain to see how a dealership’s service department contributes to the overall profitability of the business. However, awareness is relatively low on the impact fixed ops have on customer loyalty, repeat purchases, and lifetime value.
In late 2025, Cox Automotive surveyed 500 fixed ops decision makers from dealerships and 2,500 consumers who’d had a service visit within the last year. The resulting report tells us a lot about the opportunities that dealerships have for growing their business around service.
It’s estimated that each consumer spends more than $12,000 on service and repairs to a vehicle1 while they own it. But just because a person buys from the dealership doesn’t mean they automatically keep returning for service. In fact, the study shows that customers consider independent repair shops and dealership service departments equally – and when it comes down to who keeps the customer, the service experience is what matters.
Customers who slip through the cracks represent not only lost service revenue but also a lost opportunity for the next vehicle sale. So, let’s talk about how dealers can turn service experiences into long-term loyalty.
Before a customer takes their vehicle in for its first service visit, they give both dealerships and independent repair shops 41 percent consideration. You may think your dealership can rely on brand, warranty, or proximity to win repeat visits, but that won’t necessarily seal the deal when a customer is a coin flip away from making a different choice.
Fortunately, it turns out that when service costs are equal, 45 percent of consumers prefer dealerships versus 32 percent preferring general repair shops. And once a customer has had their vehicle serviced at a dealership, nearly 90 percent of them consider returning.
So, how can you make sure the customer chooses you?
When you consider that the first dealership service visit is where loyalty is cemented, that makes it vitally important that you get the first visit on the books as quickly as possible after a sale. Even though 80 percent of vehicle buyers in the study said they are likely to come back to the dealer where they purchased to get their vehicle serviced, only 30 percent said the dealer had set up their first service appointment.
Here are some quotes from customers about why they prefer the dealership for service:
With sentiments like that coming from 80 percent of buyers, it makes sense to get that first service appointment scheduled as part of the vehicle purchase wrap-up.
People’s lives are busy. Yes, they have every intention of keeping their vehicle serviced on a regular schedule, but an endless series of distractions can get in the way. That’s why many service visits aren’t planned; they’re prompted.
Dealerships that use advertising and marketing to stay in front of customers between service visits capture more service opportunities. In fact, 47 percent of customers who go to the dealership for service say service reminders drive otherwise unplanned visits, compared to 28 percent for customers who get their vehicles serviced elsewhere.
It’s important to note that customers who have their vehicles serviced by dealerships have a 14 percent higher appreciation for digital scheduling and reminders than independent repair shop customers.
Don’t hesitate to keep your customers informed about their vehicles’ routine service needs, warranty notifications, and previously declined services—and provide convenient scheduling links. Your silence only creates space for competitors.
The study identified certain dealers who outperform their peers when it comes to customer loyalty, efficiency, and profitability. Their advantage over competitors lies in transparency with customers while looking for ways to maximize profit opportunities with every customer.
These high-performing dealers are 16 percentage points ahead integrating photo and video into multipoint inspections, which results in higher average dollars per RO and faster approvals.
They also take proactive steps to treat declined services as future opportunities—not as lost revenue. The result is 15 percentage points higher declined service recapture than other dealers.
Finally, high-performing dealers are 9 percentage points ahead in offering both online scheduling and mobile check-in, which speaks to their focus on customer convenience and operational efficiency. Online scheduling goes hand in hand with declined services recapture, because when the dealership sends reminders or offers about those services, the customer is a mere click away from scheduling.
Although these may seem like relatively small performance gaps, once these workflows are in place, they compound over time.
The study makes clear that customer loyalty isn’t built by a single interaction, but by systems that continually reinforce trust. Let’s look at some of the experiences dealerships should prioritize and the solutions that can help them be successful with consistent use.
Getting on the customer’s calendar should be as easy and convenient as possible and we’ve seen that scheduling a car buyer for service right away is key to customer loyalty. Xtime Schedule integrates with VinSolutions to make it easy to schedule the first service appointment at the time of sales delivery. Overall, dealerships using Xtime Schedule with its 24/7 online booking and automated reminders experience a 17 percent increase in customer retention.
Whether a customer needs a repair, a routine service, or to catch up on previously declined services, it helps to send them targeted messages and offers. Using Xtime Invite, you can deliver these messages at just the right intersection of the customer’s needs and the shop’s capacity. Dealers who use Xtime Invite’s marketing tools to optimize shop capacity see about 174 additional ROs per month.
When they say, “seeing is believing,” that holds true for photos and videos of multipoint inspections. When dealerships use multimedia to show customers their service needs, 35 percent of customers report better understanding and more confidence in the recommendations. These customers spend $230 more than customers who do not receive photos and videos from the service lane.
Xtime Inspect with Service Multimedia Pro lets your service technicians easily capture and share high-resolution photos and videos during inspections. When you document vehicle conditions and recommended repairs in this way, 49 percent of consumers say they’re more likely to approve recommended services.
Top-performing dealers offer customers reminders and incentives to encourage them to come back to address services they previously declined. Xtime Invite helps dealerships deliver timely, relevant messages via email and text marketing. Leading dealerships recapture more than $35,000 in declined services per month.2
Xtime offers a full suite of solutions that can help dealers act on the Fixed Ops and Ownership Study’s biggest service loyalty drivers:
With the right solutions and processes in place, customers are easier to win, first time visitors are more likely to return, and loyal customers lead to long-term revenue.
The study confirms what top performing dealers already know: service builds trust. Dealers who invest in proactive, transparent service experiences don’t just retain customers, they maximize customer value across the entire ownership lifecycle.
Want to learn more? Take a self-guided demo and explore Xtime at your own pace.
Sources:
All statistics are from 2025 Cox Automotive Ownership Study unless otherwise noted
1Cox Automotive Ownership Research, Xtime data, The Zebra research, Estimation is based on the following assumptions: 1) 2.4 average service visits a year, 2) average length of ownership is 8.4 years, and 3) average RO per visit is $615 (among Xtime dealers).
2Based on 663 top-performing dealers between Jan 2025 and July 2025.
Deal Central now allows dealers to use dealer defined interest rate cards directly in Manager View. Instead of relying only on lender programs or manual rate entry, dealerships can structure deals using their own rates during desking. This update reduces rework during desking and ensures deals start with the rates your team actually uses.
Dealers can now:
Once activated, dealer rates are available in Manager View and can be applied on first pencil.
Manage up to three trade-in vehicles within a single deal—without restarting workflows or handling trades outside the deal flow.
Why It Matters
This update supports real-world deals that involve multiple trade-ins—without manual workarounds, reentry, or restarting the deal.
Today’s car shoppers expect speed, simplicity, and continuity—and many dealerships are still slowing deals down with disconnected steps. This ebook outlines the four new rules shaping car buying and and five practical actions dealers can take to reduce friction, streamline dealmaking, and deliver a smoother online‑to‑in‑store experience using Deal Central.
Autotrader’s AI-powered shopping experiences are changing how consumers find and buy cars—and how dealers win. Watch this NADA stage presentation to learn how Smart Search, Shopping Assistant, and AI Mode help shoppers get answers faster, stay engaged longer, and convert at higher rates, delivering high-quality leads dealers can act on with confidence.
Summary:
Online car buying today is about flexibility, not choosing between digital or in‑store. Dealers that remove friction and keep control of the deal are better positioned to convert ready buyers.
In this article, you’ll learn:
The advantage today isn’t having the biggest lot or the most foot traffic. It’s being available when your customers are ready to move forward. Late at night. Between meetings. From the couch.
More dealers are starting to notice a quiet shift in how deals actually get done. It’s not about pushing everything online or replacing the showroom. It’s about removing the friction that slows good buyers down.
Shoppers are doing more before they ever walk in. And the real competition is no longer limited to business hours.
New patterns are showing consistently across the car buying journey. Buyers expect—and want—to use more channels for their next purchase. And more than half prefer to take steps online. The insights in our guide, Bring the Deal Home: Deliver online checkout and remain in control of your process and profit margins, indicate patterns of the next big shift.
According to the 2025 Cox Automotive Car Buyer Journey Study, as many as 40% of car buyers begin their journey on third‑party marketplaces. Many of them return more than once, often moving back and forth between third‑party and dealership sites as they narrow their options.
What this tells us is simple. Shoppers don’t think in channels. They think in progress.
They want to start online, continue where it makes sense, and avoid repeating steps. When they return, they expect their deal to come back with them.
Online Checkout supports this reality by letting buyers begin the process digitally and pick up in‑store or online right where they left off. Fewer handoffs mean less friction and a smoother experience for both the customer and your team.
Most deals don’t fall apart because of price or intent. They slow down because of unnecessary repetition: Re‑entering information, restarting paperwork and re‑explaining decisions that were already made, can kill your deal.
When you reduce handoffs and let shoppers complete more steps online, the entire process becomes more efficient. Customers spend less time retracing their steps. Sales teams spend more time moving deals forward instead of rebuilding them.
Online Checkout optimizes the time customers spend on the journey by keeping momentum intact. Whether the deal finishes online or in‑store, fewer resets create a better experience and a more productive workflow.
For years, digital retailing tools have tried to force a linear process onto a non‑linear journey. That’s changed.
Today’s Online Checkout solutions are designed to work with existing dealership operations, not against them. Deals can start online, pause, resume, or move into your store without breaking the flow or losing control.
Customers get transparency and flexibility. Dealers stay involved and in control. And the process reflects how deals actually happen in the real world.
This is not about eliminating the showroom. It’s about extending your ability to engage and close when the customer is ready.
The competitive advantage no longer belongs to the dealership with the most cars or the most convenient lot. It belongs to the one that’s always accessible, always connected, and able to move a deal forward whenever the buyer is ready.
Online Checkout isn’t about changing who you are as a dealership. It’s about removing barriers that slow good customers down and letting progress happen naturally.
Our guide, Bring the Deal Home: Deliver online checkout and remain in control of your process and profit margins, dives deeper into how this shift is playing out across the car buying journey. If you’re thinking about how to stay competitive as a buying behavior continues to evolve, it’s a good place to start.
Sources
2025 Cox Automotive Car Buyer Journey Study
Cox Automotive marketplace and consumer research
