The car-buying experience has improved significantly over the past decade, with more shoppers reporting positive emotions like excitement, empowerment, and confidence when purchasing a vehicle. But one stubborn problem remains: waiting around at the dealership.
That’s according to a new Cox Automotive report, Drivers of Car Shopping Satisfaction, which surveyed 740 new-vehicle buyers, 350 used-vehicle buyers, and 256 franchise dealers. The findings show that overall satisfaction with the purchase process rose eight percentage points, from 60 percent in 2016 to 68 percent in 2024.
Four Drivers of Satisfaction
The study highlights four factors most closely tied to satisfaction:
Control: Shoppers feel more confident when they can start the process online, research at their own pace, and customize options before visiting a store.
Transparency: Clear communication and upfront pricing reduce suspicion and help buyers trust the process.
Knowledgeable Staff: Supportive sales teams who answer questions and guide the process create stronger experiences.
Feeling Well-Informed: Access to reliable information, both online and in-store, helps buyers feel protected against surprises.
Dealerships that deliver on these drivers report higher efficiency and profitability compared to those that do not.
Digital Retailing Gains Ground
The growth of digital retailing has defined the last decade. What started with simple online calculators and trade-in tools has evolved into platforms where buyers can research, explore financing, and customize payments before stepping onto a lot.
These tools enable shoppers to transition smoothly from online research to in-store transactions without repeating steps, while also providing greater pricing transparency and communication.
Emotions Improve, But Pain Points Persist
Buying a car has long been one of the more stressful consumer experiences, especially around negotiations and financing. The new report shows notable progress: 81 percent of shoppers said they felt positive emotions like excitement, hopefulness, empowerment, and confidence during their purchase in 2024.
Yet not all stress has disappeared. Trade-in appraisals still leave many buyers disappointed, and finance-and-insurance (F&I) products continue to overwhelm and confuse shoppers.
Where Friction Remains
The study identified the top five most stressful points in the journey:
Waiting or idle time at the dealership.
Selecting and purchasing F&I products.
Determining affordability.
Finalizing deal terms.
Receiving a trade-in offer and completing financing.
Nearly one in four buyers said they considered walking away from a purchase during the process, with negotiations the most common stage where dropouts were considered.
What High-Satisfaction Dealers Do
Franchise dealers reporting improved customer satisfaction were more likely to provide personalization and transparency. These dealerships often offered tailored financing recommendations, clear breakdowns of fees, and personalized F&I product suggestions. They were also more likely to allow customers to start the deal online and complete it in-store without repeating steps.
The benefits of higher satisfaction extended beyond customers. Dealers who improved their scores reported faster and easier deal-making, stronger customer relationships, and even better employee experiences over the past year.
The Bottom Line
The Cox Automotive report shows that the dealership experience is trending in the right direction. Buyers today feel more informed and more in control, with satisfaction levels significantly higher than a decade ago.
But the study also makes clear that dealerships have room to grow. Reducing idle time, simplifying F&I products, and continuing to build transparency and personalization will be key to creating a less stressful, more efficient car-buying process.
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