Car Buying Satisfaction Reaches New Heights with AI Tools

Study shows seamless retail experience and improved transparency boost customer satisfaction despite affordability concerns

Jan. 28, 2026 at 10:55am

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A new study by Cox Automotive reveals that car buying satisfaction in the U.S. has reached record highs, driven by the emergence of AI-powered platforms, increased reliance on third-party shopping sites, and other integrated retail tools that have streamlined the process for buyers. Even with affordability concerns due to high vehicle prices and tariffs, 84% of shoppers who used AI-powered online tools reported high satisfaction with their car buying experience.

Why it matters

The findings highlight how new technologies are transforming the car buying experience, making it more efficient, transparent and personalized for consumers. This is significant as vehicle affordability remains a top concern, with 62% of buyers saying leasing or owning a car is too expensive. The increased use of AI and digital tools could help address these challenges and keep customer satisfaction high even in a challenging economic environment.

The details

The 16th annual Car Buyer Journey Study by Cox Automotive surveyed 2,300 consumers who purchased a new or used vehicle in the previous 12 months. It found that overall satisfaction with the car buying process reached record highs in 2025, with 75% of new-vehicle buyers and 75% of used-vehicle buyers reporting they were highly satisfied. This was driven by better vehicle selection, more efficient shopping processes, and smoother dealership experiences. The study also found that 63% of buyers preferred an omnichannel approach, combining online and in-person experiences, rather than a fully online process.

  • The Cox Automotive study was conducted in the fall of 2025.
  • President Donald Trump imposed a 25% tariff on imported cars and auto parts in late March 2025.

The players

Cox Automotive

A leading provider of automotive products and services, including the annual Car Buyer Journey study.

Lori Wittman

President of Retail Solutions at Cox Automotive.

CarGurus

A car shopping website that announced an AI-powered search experience in June 2025.

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What they’re saying

“Even with affordability top of mind, buyers know exactly what they need: efficiency, transparency and tools that actually help them easily navigate their vehicle purchase. When dealers deliver intelligent, seamless experiences, it works: 84% of shoppers who lean into AI-powered online tools report high satisfaction.”

— Lori Wittman, President of Retail Solutions at Cox Automotive

What’s next

The study findings suggest that continued investment in AI-powered tools and omnichannel retail experiences could further improve customer satisfaction in the car buying process, even as affordability concerns persist.

The takeaway

The car buying experience is being transformed by new technologies, with AI-powered platforms and integrated digital tools helping to streamline the process and boost customer satisfaction. This is crucial as vehicle affordability remains a top concern, showing how innovation can help address challenges in the automotive industry.