Cox Automotive's Car Buyer Journey Study Reveals Technology's Impact on Customer Satisfaction

Exploring the Insights from the 16th Car Buyer Journey Study by Cox Automotive

Cox Automotive recently unveiled its 16th annual Car Buyer Journey (CBJ) Study, a research endeavor that provides valuable insights into the evolving landscape of car purchasing in the United States. With insights drawn from over 2,300 consumers who acquired a new or used vehicle in the past year, the study uncovers pertinent trends concerning consumer satisfaction, the impact of tariffs, and the rapidly growing influence of technology and artificial intelligence (AI) in enhancing the vehicle-buying experience.

Record Satisfaction and the Role of Technology

The findings indicate a significant leap in overall satisfaction rates among car buyers. The satisfaction rating for new vehicles has risen to an impressive 76%, marking a record high. This surge in contentment is attributed to the integration of advanced technology and streamlined processes that facilitate a more transparent and personalized purchasing journey. Lori Wittman, President of Retail Solutions at Cox Automotive, explains that this improvement highlights buyers’ demands for efficiency in their transactions: “Buyers know they need efficiency, transparency, and tools that help them navigate their vehicle purchase easily.” Notably, around 84% of consumers who utilized AI-driven online tools expressed high satisfaction with their buying experience.

The Impact of Tariffs on Buying Decisions

Another focal point of the study is the influence of tariffs on buying decisions, with 34% of new-car buyers indicating that higher tariffs accelerated their purchasing timelines. Consumer expectations are largely shaped by concerns of rising vehicle prices due to these tariffs, with 81% anticipating higher costs. Interestingly, despite these worries, satisfaction levels regarding the prices paid remained stable, suggesting that buyers are adapting to the changes in the market.

Evolving Consumer Behavior Amidst Rising Prices

A notable trend revealed is that vehicle ownership is increasingly seen as a financial burden, with 62% of surveyed consumers expressing that leasing or owning a vehicle is too costly. This sentiment ties back to surging prices, as Kelley Blue Book reports that the average MSRP for new vehicles has surpassed $52,600. As affordability becomes a pressing concern, many buyers are turning to both new and used vehicle options, with 66% considering both categories.

The Integration of AI Tools in the Buying Process

The integration of AI tools has proven to be a pivotal factor in enhancing the car-buying experience. The study highlights that buyers who utilized AI tools—such as AI-powered websites and real-time assistance—showed higher satisfaction ratings and a more trust-filled relationship with dealers. A substantial 83% of respondents anticipate that AI will profoundly reshape the car-buying process within the next decade. The influence of AI is particularly pronounced among buyers completing digital transactions, with 84% of those engaged with AI receiving the highest satisfaction scores in the process.

Consumers' Preference for Omnichannel Experiences

The CBJ Study further establishes that a hybrid, omnichannel approach in vehicle purchasing is favored by most consumers. Only 7% of buyers opted for a completely online transaction, while a significant 63% expressed a preference for a blend of online convenience and dealership interaction. This indicates a growing desire among consumers for flexibility and personalized service during their purchasing journey.

Dominance of Third-Party Platforms in Research

Lastly, the findings reveal a shift in consumer research habits. Increasingly, buyers are gravitating toward third-party websites like Edmunds and Cars.com for their research needs, bypassing traditional dealer sites. Approximately 75% of new-vehicle buyers reported using these platforms, emphasizing their essential role in shaping buyer decisions and preferences.

Conclusion

In conclusion, the 2025 Cox Automotive Car Buyer Journey Study emphasizes the critical role technology, especially AI, plays in enhancing customer satisfaction and streamlining purchasing processes in an ever-evolving automotive landscape. As economic pressures mount, consumer behaviors adapt, illustrating a clear path toward a more integrated and technology-driven future in vehicle buying.