Transforming Car Buying and Selling with Digital Innovation
The automotive landscape is evolving rapidly as consumer preferences shift towards a blend of digital convenience and personal interactions. The latest U.S. Consumer Insights Report from CarGurus reveals profound changes in the behavior of car buyers and sellers alike, illustrating how technology and economic factors are reshaping the automotive market.
Key Findings from the Consumer Insights Report
CarGurus, a leading name in the online automotive marketplace (NASDAQ: CARG), surveyed over 3,000 recent automobile buyers and sellers. The findings shed light on how shoppers are adapting to ever-changing needs and preferences in a world where digital tools are becoming indispensable.
Increased Popularity of Online Shopping
As comfort with online car shopping reaches unprecedented levels, a remarkable 83% of consumers prefer conducting their car purchases from the comfort of their homes. This willingness, however, does not diminish the importance of in-person interactions. An impressive 86% of respondents stated they still prefer to see a vehicle physically before making a final decision. Actions such as test-driving vehicles and negotiating prices are still favored to be completed face-to-face, underscoring the vital role dealerships play in the car buying experience.
Expanding Considerations for Buyers
Today’s car buyers are casting a wider net in their search for vehicles, with more than half considering three or more brands at the onset of their journey. This represents a significant increase from prior years, demonstrating a growing trend of flexibility among consumers as they explore diverse makes and models. The majority of shoppers are visiting multiple dealerships—61% in 2025 compared to 54% in the previous year—while searching for their perfect vehicle at a fair price.
Embracing AI and Mobile Technology
With an increased array of choices available, buyers are turning to artificial intelligence (AI) and mobile technology to make informed decisions. A staggering 80% of respondents expressed openness to utilizing AI, with 26% actively using it in their search for cars. The most common applications include comparing vehicles, locating listings, and summarizing reviews, reflecting a significant reliance on technology to streamline the car buying process. CarGurus users are particularly enthusiastic about AI, with 88% showing openness to its integration in their shopping experience.
Adapting to Economic Uncertainty
Economic conditions continue to play a crucial role in influencing consumer behavior. Approximately 73% of respondents indicated that economic factors impacted their buying or selling decisions, with many opting for used cars over new ones. Despite these considerations, transaction timelines have remained consistent, as more than 80% of buyers and 86% of sellers completed their processes in under a month, highlighting both the urgency and efficiency of today’s automotive market.
The Personal Touch Remains Important
Although practical needs remain the primary drivers for vehicle purchases, there’s a notable shift towards emotional connections with cars. Increasingly, buyers express a desire to see their vehicles as reflections of their identities. In fact, 69% of consumers reported that their cars symbolize their personalities, demonstrating a significant rise in personal sentiments associated with car ownership.
Empowering Shoppers Through Information
Alison Ciummei, Vice President of Product Marketing and Customer Insights at CarGurus, emphasized the technological evolution of the car buying experience. “Consumers are more empowered than ever to customize their journey, using digital tools to be better prepared for transactions, enhancing confidence in their choices, and enabling smoother interactions at dealerships,” she said. CarGurus is committed to supporting this movement with cutting-edge technology and a vast inventory.
Background and Methodology
The findings of this report stem from a comprehensive study conducted by CarGurus in collaboration with a renowned market research firm. The insights are drawn from a diverse demographic, ensuring representations throughout the U.S. auto market.
About CarGurus
CarGurus (NASDAQ: CARG) is a trailblazing platform dedicated to enhancing the automotive shopping experience. Since its establishment in 2006, the company has thrived on fostering transparency and trust within the car buying process. It boasts the largest selection of vehicles and a robust network of dealers, providing invaluable resources to consumers and dealers alike.
Frequently Asked Questions
What is the focus of the CarGurus Consumer Insights Report?
The report analyzes consumer preferences, behaviors, and trends in buying and selling cars, highlighting shifts in the automotive market.
How has consumer confidence changed in car buying?
Despite economic fluctuations, consumer confidence remains high, with a greater embrace of digital tools for research and buying decisions.
What role does AI play in the car buying experience?
AI assists consumers in comparing vehicles, finding listings, and summarizing reviews, making the buying process easier and more efficient.
Are dealerships still important to car buyers?
Yes, the majority of consumers still prefer to complete critical steps such as test drives and negotiations in person.
What demographic shows the highest openness to AI?
Millennials are the most receptive, with 86% expressing interest in using AI tools during their car shopping journey.
