This episode sponsored by
In this compelling new episode of NADA’s Dealer Driven podcast, we examine the results of Cox Automotive’s latest Car Buyer Journey Study — a deep dive into how modern consumers shop for and purchase vehicles in an increasingly digital world.
Joining the conversation are Jade Terreberry, Autotrader and Kelley Blue Book senior director of strategic development, and Vanessa Ton, Cox Automotive senior research and market intelligence manager. Together, they unpack why car buyer satisfaction has reached record highs and what it means for dealerships aiming to stay ahead of evolving consumer expectations.
One of the study’s most surprising takeaways? Satisfaction among new car buyers has soared to an all-time high of 81%, despite consumers spending more time in the market. The reason: shoppers feel empowered. With more inventory, better pricing and digital tools that enable seamless transitions from online research to in-store purchases, customers report feeling in control, which builds trust.
Terreberry and Ton explore the growing importance of omnichannel experiences, where buyers expect to start or stop anywhere — whether it’s an OEM site, a third-party marketplace or a dealership website — and continue their journey without friction. Tools that enable monthly payment calculations, trade valuation, financing applications and AI-powered chat are now essentials, not luxuries.
But the digital evolution doesn’t mean buyers are abandoning in-person interactions. Many still prefer to negotiate face-to-face, believing it gives them a better deal. Terreberry and Ton say the key is offering a hybrid experience: a seamless blend of online convenience and in-person connection.
The episode also highlights actionable insights for dealers. Terreberry urges dealers to rethink trade-in talk processes, noting that consumers now arrive with multiple valuations in hand and expect data-backed transparency. Ton emphasizes the importance of quality engagement during wait times and offering more consultative sales experiences, which can convert satisfied buyers into lifelong service customers.
Whether you’re a dealer principal, GM, finance manager, sales manager or marketing manager, this episode is packed with research-backed strategies to improve customer satisfaction, drive profitability, and build relationships that future-proof your dealership.
Tune in now to learn how the smartest dealers are meeting buyers where they are — and winning — on this episode of Dealer Driven, available wherever you find your podcasts.
For more stories like this, bookmark www.NADAheadlines.org as a favorite in the browser of your choice and subscribe to our newsletter here:
