The path to buying a vehicle in the United States is becoming increasingly digital, but not necessarily simpler.
That is one of the central conclusions from the sixth annual automotive study conducted by Urban Science in partnership with The Harris Poll. The 2026 survey found that consumers are shopping across more brands, dealerships and online marketplaces, often taking one to three months to complete the purchase process.
Urban Science said affordability concerns have eased somewhat over the past year, but dealers still face a difficult job capturing vehicle sales and service revenue. Buyers are more willing to compare competing brands and retailers, making it harder for one dealership to hold a shopper’s attention from the beginning of the search through the final transaction.
Despite the growth of online shopping, the traditional dealership remains the preferred place to buy. Nine out of 10 U.S. auto buyers surveyed said a traditional dealership was their top choice. At the same time, 66% said they would consider buying directly through a traditional dealership’s website, showing that consumers increasingly expect both an in-person and digital purchase option.
Dealers remain confident about their role. Urban Science reported that 74% believe they play an essential part in the new-vehicle buying journey, while 63% strongly agreed the traditional dealership is positioned for the future. Consumers were less enthusiastic about the dealership model, although their views improved from the previous year.
Price and value are increasingly outweighing brand loyalty. Nearly one-third of consumers, 31%, said they now put price and value ahead of loyalty to a particular brand. In addition, 44% said they spend more time researching before contacting a dealership, and 25% said they are more likely to complete the entire purchase online than they were a year earlier.
Vehicle shoppers are also willing to travel when the deal is right. The survey found that 59% would drive farther to get a better vehicle price. Service is a different matter: 45% said they would be less willing to travel a long distance for service than for a new-vehicle purchase. A dealership may win a sale from outside its market, but keeping that customer for maintenance and repairs could be much more difficult.
Electric vehicle interest showed a notable decline. According to the Urban Science-Harris Poll study, 36% of respondents said federal policy changes made them less likely to purchase an EV, while 47% said they would never be ready to accept one. Dealers were more optimistic, with 60% saying they were excited about EVs.
Even so, some familiar objections to electric vehicles are easing. Range anxiety declined 4 percentage points from the previous year. Concerns about charging time also fell 4 points, while worries about high sticker prices declined 3 points.
Hybrids appear to be benefiting from the uncertainty surrounding battery-electric vehicles. Nearly one-third of auto buyers, 31%, said automakers should prioritize hybrids until the remaining challenges associated with EV ownership are resolved.
Urban Science said dealerships are investing heavily in digital advertising and gathering more consumer data, but delays in receiving that information can make it difficult to connect online spending with actual showroom sales. Amy Bowering, global marketing director for Urban Science, said dealers and automakers need timely sales data to measure advertising returns, improve efficiency and increase profitability.
The study was conducted online in January 2026 among 3,012 U.S. adults who currently own or lease a vehicle, or plan to buy or lease a new or used vehicle within the next 12 months. It also included 252 U.S. dealership executives and managers.
Urban Science said the research is designed to compare dealer and consumer attitudes side by side, offering a useful look at an automotive retail market that is becoming more digital, more competitive and, despite all that technology, not necessarily less complicated.
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