New research from Cox Automotive suggests that car buyers in the United States (US) are feeling more positive about the purchase process, even as the cost of motoring remains a serious concern.
The company’s 16th annual Car Buyer Journey Study, based on responses from 2 300 consumers who bought a new or used vehicle during the previous 12 months, found that satisfaction levels improved in 2025, supported by better technology and more joined-up retail experiences.
Among new-vehicle buyers, satisfaction with the buying process reached a record high, with 76% saying they were highly satisfied. The report also found that many buyers felt their latest experience was better than the one before, pointing to improvements in vehicle availability, more efficient shopping and stronger dealership execution. Satisfaction with dealership experiences remained high across both the new and used markets, showing that retailers are continuing to adapt to changing expectations.
Technology appears to be playing an increasingly important role in that progress. Buyers who completed more of the process online were among the most satisfied, particularly when digital tools helped deliver a faster and more tailored experience.
Cox Automotive’s first-year tracking of AI use in the buying journey also revealed encouraging signs. Although adoption is still developing, shoppers who used AI-powered tools reported higher levels of satisfaction and greater trust in the process. Many cited instant answers, personalised guidance and easier decision-making as key benefits.
Even so, the study makes clear that affordability is still weighing heavily on consumers. Almost two-thirds of buyers said that leasing or owning a vehicle is too expensive, with vehicle prices topping the list of concerns. This pressure is influencing how people shop.
More buyers are comparing new and used vehicles, and more are exploring leasing as a way to reduce monthly costs. Concerns about tariffs and possible price increases also prompted some consumers to bring forward their purchases.
Despite the growth of digital engagement, buyers are not calling for a fully online transaction. Instead, most still favour an omnichannel approach that combines the ease of online tools with the reassurance of in-person dealership support.
Third-party websites also remain highly influential, continuing to act as a major source of research, comparison and confidence for shoppers navigating a more complex market.
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You can't buy happiness but you can buy cars and that's kind of the same thing.
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South Africa's new vehicle market sustained strong momentum in August 2026, with aggregate sales increasing by 11,4% year-on-year to 57 898 units, says the Automotive Business Councill | naamsa.
South Africa’s new-vehicle market maintained its momentum in August, with aggregate sales of 57 898 units representing an increase of 11.4% compared with the same month last year.
