The 2024 Cox Automotive Car Buyer Journey Study is more than just a snapshot of consumer behavior—it’s a roadmap for dealership success in the year ahead. With new-vehicle buyer satisfaction at an all-time high and digital tools playing a bigger role than ever, now is the time to turn insight into action.
Here’s your five-step action plan to meet rising buyer expectations, streamline operations, and stay ahead of the competition in 2025.
1. Prioritize Digital-First Experiences
What the Study Says:
75% of new-vehicle buyers reported being satisfied with their overall shopping experience—the highest level ever recorded. This surge in satisfaction is largely driven by dealership investments in digital tools.
Your Move:
Audit your current digital touchpoints. Are you offering a seamless online-to-in-store experience? Dealertrack’s connected solutions help you streamline the buying process, reduce friction, and deliver the kind of experience today’s buyers expect.
2. Empower Buyers with Online Tools
What the Study Says:
72% of new-vehicle buyers visited third-party sites during their journey, and 58% visited dealership websites. These buyers are more engaged—and more satisfied.
Your Move:
Meet buyers where they are. Create an omnichannel experience by offering digital tools that allow customers to start and even complete the purchase process online. With Dealertrack, you can enable remote signing, digital F&I, and funding packages that work across devices—giving your customers control and convenience.
3. Optimize for Time Efficiency
What the Study Says:
Car buyers are spending more time shopping—but not on paperwork. They’re investing time in test drives and learning about features, not sitting in the dealership offices.
Your Move:
Use Dealertrack to minimize in-store transactional time. Create workflows that allow your team more time to focus on high-value interactions, and less time on manual tasks. The result? A more efficient dealership that enables faster transactions, less duplicate entry, and more of the pre-work already completed by the time your customers arrive in-person.
4. Stay Competitive on Pricing Perception
What the Study Says:
Only 34% of new-vehicle buyers and 41% of used-vehicle buyers felt prices were higher than expected—a notable improvement from previous years.
Your Move:
Buyers feel more empowered when they have more information up-front about financing options, choosing their payment plans, and being part of the pricing conversation. Partner with Dealertrack to implement a range of fixed ops, financing, and analytics solutions that improve efficiency and deliver an open and transparent experience for your buyers.
5. Digitize the F&I Journey
What the Study Says:
“Mostly digital” buyers spent just 2 hours and 15 minutes at the dealership—compared to over 3 hours for “light digital” buyers. They were also more satisfied and more trusting of the deal.
Your Move:
Put your financing options online. Let customers explore payment plans, add products to their deal, and complete financing before they arrive. Dealertrack makes it easy to digitize the F&I process and deliver a faster, more transparent experience.
Ready to Lead in 2025?
The future of car buying is digital, efficient, and customer-first. With Dealertrack, you can turn these insights into action—and action into results.
Learn more about the results of the Car Buyer Journey Study and see the infographic here:
Explore the tools that help you deliver the experience today’s buyers expect at https://www.dealertrack.com.
