Tax Season Car Buying Trends: Necessity Over Luxury's New Normal

In a recent 2026 Tax Season Consumer Survey conducted by Cox Automotive, results indicate a significant shift in customer behavior during vehicle purchasing. As affordability becomes a forefront concern amidst rising vehicle prices and fuel costs, most shoppers are now driven by necessity instead of desire. This survey sheds light on the practical motivations steering consumers towards making vehicle purchases during the tax season.

Approximately 93% of the surveyed customers intending to buy a vehicle are already in the market before filing their taxes. Among these, 52% indicate that the primary driver behind their decision is necessity, signaling a major pivot away from luxury and status-seeking purchases. With an overwhelming 80% preferring new vehicles, it's alarming to note that many buyers wish to keep their spending below $40,000, which is significantly less than the average new car price, currently around $50,000. Such a gap in expectations is likely to create notable sticker shock as these consumers confront the realities of the market.

Bridging the Affordability Gap

To address the growing affordability concerns, enterprises like Hertz Car Sales are stepping up by providing a wide selection of 'near-new' vehicles—a category that encompasses cars typically around one year old or less. This initiative aligns perfectly with current market needs, allowing customers to find relatively new cars at substantially lower prices. Specifically, Hertz Car Sales offers the largest selection of 2025 model year vehicles available for retail in the used vehicle market, according to its claims. These cars are often sourced from rental inventories and boast single-owner histories, providing reliability along with cost-effectiveness.

According to Erin Lomax, Vice President of Operations Consumer Marketplace at Cox Automotive,