5
Key
Operational
Takeaways
for Your Service Department from the Cox Automotive Car Buyer Journey Study
For the past 15 years, Cox Automotive has been researching the consumer car buyer journey to uncover key trends and consumer preferences. Here are 5 takeaways from the Cox Automotive Car Buyer Journey Study to power your dealership in 2025 and beyond.
Key Takeaway #1
Customer Satisfaction with Dealers Reaches All-Time High
New-vehicle buying satisfaction reached record levels in 2024. As much as 75% of new-vehicle buyers reported being satisfied with the overall shopping experience and 81% were satisfied with the dealership experience. This is driven, in part, by advancements in digital tools and seamless integration of online and in-dealership activities.
Satisfaction with new car shopping experience
(+2 points since 2023)
Take Action
Capitalize on customer goodwill with a fast, effective sales-to-service handoff. This is the perfect time to close sales on service packages and set up continued and consistent vehicle maintenance. Leverage Xtime solutions to connect data between departments to create a seamless sales-to-service handoff.
Key Takeaway #2
Buyers Experience Less Sticker Shock
Fewer buyers demonstrated dissatisfaction with vehicle prices in 2024, with only 34% of new-vehicle buyers and 41% of used-vehicle buyers expressing that prices were higher than expected.
New car buyers experiencing sticker shock
(-8 points since 2022)
Take Action
With less frustration at vehicle prices, your customers may be more likely to include add-ons like service packages and regularly scheduled service visits. With Xtime Invite, you can create targeted marketing campaigns to keep customers coming back your shop. Invite also integrates with Xtime Schedule.
Key Takeaway #3
Digital Tools Continue to Empower Buyers
New-vehicle buyers continue to leverage key online websites to shop for cars, including dealership sites. Theyʼre also among the most engaged online shoppers and demonstrate high overall satisfaction with their experience.
Percent of new vehicle buyers who visit dealership sites
Take Action
Digital tool adoption continues to empower the car buying process—but it doesnʼt end there! Digitization also empowers buyers, shoppers, and owners to keep their cars running. Make sure your dealership offers the same online conveniences for scheduling and servicing their vehicles on your website.
Key Takeaway #4
Buyers Dedicate More Time to the Shopping Journey
Buyers spent more time in general on the car buying process in 2024, but the extra in-market time did not negatively impact sales or their overall experience. It was spent researching and shopping online, browsing inventory at the dealership, test driving, and learning about product features.
Average total time spent shopping for new car
(+1hr 50mins from 2023)
Take Action
Buyers are invested in their big purchases. They want to make the right decision about buying the right car—a commitment and level of dedication that translates into caring for their vehicles long-term as well. Use Xtime Invite to send relevant, personalized messages that show you understand your customers and care about their service needs. You can even offer opportunities to help them save on recommended repairs through targeted specials with Xtime.
Key Takeaway #5
Service Contract Penetration is High
Compared to pre-pandemic levels, more new buyers are purchasing extended warranties and service contracts. There is also growth among new car buyers in scheduling their first service appointment as part of their buying experience.
Dealers considered “Mostly Digitalˮ in the study complete more than 50% of the steps online
Take Action
Take advantage of the trend to include service contracts as part of the purchase price. Leveraging key integrations between Xtime and VinSolutions CRM, schedule a first service appointment to ensure that your customers will keep coming back to your dealership. When the time is right, you can use Xtime Schedule to identify used vehicle inventory acquisition targets in conjunction with Kelley Blue Book Instant Cash Offer.
Ready to learn more? Visit xtime.com to request a personalized demo with a knowledgeable member of our team specializing in the automotive industry.
