Key Findings from Urban Science and Harris Poll's 2025 Automotive Data Survey

On July 22, 2025, Urban Science®, a renowned global automotive consultancy, along with the Harris Poll, unveiled significant insights from their latest automotive data survey. This survey, conducted in early 2025, aims to shed light on the evolving perspectives shared between automotive dealers and buyers, encompassing crucial topics that affect the industry, such as electric vehicles (EVs), new technologies, and shifts in consumer behavior.

In its fifth year, this comprehensive survey has notably highlighted the dynamic interplay between dealer optimism and buyer skepticism. Thomas Kondrat, the Global Lead for Advanced Analytics at Urban Science, emphasizes the growing importance of understanding these perceptions, especially in a rapidly changing landscape marked by technological evolution and economic pressures.

The survey, conducted among over 3,000 participants in the United States, Germany, and the United Kingdom, gathered valuable insights from both consumers poised to buy or lease vehicles in the coming year and automotive dealers in the U.S. This dual perspective is unique, positioning the voices of both groups side-by-side for analysis.

Key Insights and Trends

Despite the optimism displayed by dealers regarding future sales and emerging automotive technologies, auto buyers expressed a clear sense of hesitation primarily rooted in affordability concerns.

1. Affordability Concerns: A growing number of buyers, about 64%, identified the affordability of vehicle ownership as their primary concern, a sentiment echoed by 40% of dealers. This highlights a widening gap where buyers feel the pressure of costs associated with owning a vehicle, raised further by fluctuating economic conditions.

2. Impact of Tariffs: The inflationary effects of tariffs are echoing through the industry, with three in five buyers expressing the belief that these measures would adversely affect the U.S. automotive market. Indeed, tariffs have become a significant topic of discussion, causing both consumers and dealers to reconsider their strategies amidst fears of increased vehicle pricing.

3. Electric Vehicle Optimism vs. Buyer Confidence: While a majority of dealers are confident in the rising interest and acceptance of EVs, buyers remain skeptical. Only 47% of buyers agree that they will be ready to make a switch to EV-only options by 2040, with nearly half feeling uncertain about this transition.

4. Artificial Intelligence in Automotive Buying: The survey indicates strong dealer support for AI technologies aiding the buying process. However, consumer sentiment towards AI appears mixed, with a noticeable decline in positive feelings about its role in automotive purchases year-on-year. Despite being aware of AI's presence, buyers are hesitant about its implications on their shopping experiences.

Conclusion

The findings from Urban Science and the Harris Poll present an intricate view of the automotive landscape heading into 2025. The divergence between dealer optimism and buyer apprehensions is stark and magnifies the challenges facing the industry. To navigate the future successfully, stakeholders—from manufacturers to dealerships—must engage in sustained dialogues, considering buyer concerns with factors like affordability, tariffs, and technological adoption.

For further insights, visit Urban Science's full report.

About Urban Science

Urban Science stands at the forefront of automotive consultancy, providing critical data services and industry insights to automotive OEMs and dealers worldwide. Based in Detroit and with a global footprint, Urban Science leverages its data and analytics expertise to equip clients with indispensable strategies for thriving amid market volatility.

About The Harris Poll

The Harris Poll is one of America's longest-established surveys, offering insights into public opinions and sentiments for decades. Now part of Harris Insights & Analytics, the firm endeavors to inform market strategies and enhance decisions through authentic data.