Summary
- The Cox Automotive 2024 Car Buyer Journey (CBJ) Study reveals record-high car buyer satisfaction, driven by digital and omnichannel buying experiences.
- EV buyers report the highest satisfaction rates, prioritizing advanced tools, safety, and technology during their purchase journey.
- Efficient transactional processes, such as pre-filling paperwork online, save time and boost satisfaction.
- Transparency in pricing, financing, and inventory is crucial for maintaining buyer trust and satisfaction.
- While digital tools are vital, in-person elements like test drives remain essential for a seamless experience.
The car-buying experience is undergoing a significant transformation, with satisfaction rates at an all-time high, according to the latest Cox Automotive 2024 Car Buyer Journey (CBJ) Study. The survey shows that improvements in digital tools and blending online with in-store experiences also known as the omnichannel approach, are redefining how consumers buy vehicles.
A more streamlined process saves time, cuts down on repetition, and brings transparency to the buying experience which translates into increased satisfaction for buyers. In particular, electric vehicle (EV) buyers are setting the new standard, using the latest digital tools and focusing on advanced safety and technological features.
Meanwhile, increased efficiency and transparency in pricing and financing point to another shift in buyer expectations. As carmakers and dealerships respond, the study shows how melding digital innovation with traditional dealer interactions is now reshaping the modern car-buying journey.
The Rise of the Omnichannel Buying Experience
The 2024 Cox Automotive Car Buyer Journey (CBJ) Study highlights a groundbreaking shift in car-buying satisfaction, driven by the integration of online and in-store experiences. This seamless blend, known as the omnichannel buying experience, has redefined the automotive sales process, enabling smoother transitions between digital platforms and dealership interactions. By reducing redundancies and streamlining operations, this approach has elevated buyer satisfaction to record levels, with new-car buyers reporting a 75% satisfaction rate—the highest in the study’s history.
Digital tools play a pivotal role in this transformation, simplifying complex procedures such as credit applications, paperwork, and inventory searches. Buyers who completed more than half of their purchasing steps online saved an average of 42 minutes at the dealership, according to the study. These tools not only save time but also improve transparency, giving buyers a clearer understanding of pricing, financing options, and vehicle availability.
A key finding of the study is that while digital tools enhance efficiency, they complement rather than replace in-person experiences. Test drives, sales consultations, and vehicle handovers remain crucial, underscoring the continued relevance of dealerships. As Isabelle Helms, Cox Automotive’s Vice President of Research and Market Intelligence, explains, “It’s a misconception that most buyers want a fully online process. Satisfaction comes from the efficiency and transparency of the entire journey.”
The study underscores the growing importance of balancing digital convenience with human interaction. By embracing omnichannel strategies, dealerships not only enhance operational efficiency but also set new benchmarks for customer satisfaction, transforming the traditional car-buying process into a more engaging and streamlined journey.
EV Buyers Setting the Standard for Satisfaction
Electric vehicle (EV) buyers continue to lead in car-buying satisfaction, far ahead of their internal combustion engine (ICE) counterparts. The 2024 CBJ Study found that 82% of EV buyers reported being highly satisfied with their purchase experience, contrasted with 75% of ICE buyers. This gap highlights some of the special benefits of the EV buying experience, which is at the forefront of using digital leading-edge tools and emphasizing innovative features.
One of the obvious characteristics of the EV market is the widespread use of digital platforms. According to the research, 76% of EV buyers used digital tools during the buying process, while only 42% of ICE buyers did so. These tools make the process more efficient by giving detailed information about inventory, financing, and other features like charging equipment. By completing key steps online, this digital-first approach reduces the time EV buyers spend at dealerships, ensuring they arrive at showrooms better prepared to finalize their transactions.
Third-party platforms such as Kelley Blue Book and Autotrader, not to mention social media, all play a critical role in the EV-buying experience. Expert reviews test-drive videos, and feature comparisons are likely to occupy the time of prospective EV buyers, ensuring they make informed decisions. Safety and technology are at the top of this demographic’s list, with buyers showing increasing interest in cutting-edge features like driver-assistance systems and better connectivity.
Higher satisfaction among EV buyers reflects not only a preference for environmentally friendly vehicles but also a greater appreciation for the streamlined, transparent, and tech-driven nature of the EV-buying experience. EV buyers, in sum, are setting new standards for customer satisfaction and have the potential for innovation to further reshape the automotive industry by compelling dealerships to change with the shifting expectations of consumers.
Efficiency and Transparency: Key Drivers of Satisfaction
Efficiency and transparency have emerged as cornerstones of buyer satisfaction, according to the 2024 CBJ Study. Streamlining transactional processes—from pre-filling paperwork to completing credit applications online—has significantly enhanced the car-buying experience. Buyers who engaged in these digital-first practices reported saving substantial time, with new-car buyers reducing dealership visits by an average of 49 minutes.
This efficiency not only hastens the buying process but also lessens frustration, resulting in better satisfaction rates. Transparency, particularly in pricing and financing, plays a crucial role; buyers appreciate the clarity of upfront cost information, which alleviates the common uncertainty associated with car purchases. That clarity extends to stock levels, meaning buyers need to be able to easily find the car they want. Addressing such pain points is what solidifies trust between dealerships and their customers, leading to much-desired customer loyalty.
However, it also dispels the myth that buyers want an all-digital experience. Digital tools are an integral part of the process to improve efficiency, but the intangible aspects of the car-buying experience—test drives and dealing one-on-one with sales teams—are truly irreplaceable. These in-person elements provide a level of assurance and personalization that digital platforms alone cannot match.
As dealerships continue to adopt advanced technologies, the focus has to be on creating a balanced approach that integrates digital tools with human interaction. This hybrid model not only meets the evolving demands of modern buyers but also ensures that the car-buying journey remains enjoyable and stress-free. By focusing on efficiency and transparency, dealerships can set new standards for satisfaction, further solidifying their position as indispensable partners in the automotive ecosystem.
In Sum
Car-buying satisfaction is reaching new heights thanks to a seamless blend of digital tools and in-person interactions. EV buyers are leading the way, showcasing how innovation and efficiency redefine expectations.
On the other hand, dealerships are combining transparency, advanced technology, and personal engagement, to ensure a streamlined and trustworthy process that resonates with modern consumers. The future of car buying lies in this balanced approach, making the experience more convenient and enjoyable while maintaining the personal touch buyers value.
Above content ©2025 Cox Automotive reviewed and edited by the Good Car Bad Car editorial team.
