Car Buying Satisfaction Increases;  Still Room To Improve

Customer satisfaction with the car-buying process has climbed to its highest level in nearly a decade, showing that progress is being made in how dealers handle one of the most important purchases many consumers will ever make. A recent Cox Automotive survey found that 68 percent of both new and used vehicle buyers reported being satisfied with their overall experience, up from just 60 percent in 2016. The numbers also show that more than eight in ten buyers said they felt positive emotions during their purchase, underscoring the strides dealerships have made in building trust and streamlining the buying journey.

The improvement comes after years of industry focus on transparency and customer experience, areas that were once viewed as stumbling blocks for the traditional showroom model. Dealerships have leaned heavily into digital tools, worked to shorten transaction times, and increased communication about financing and trade-in values. But even with these gains, there are still clear weak spots in the process—especially for younger generations and buyers in the used market.

The survey found that frustrations remain concentrated in three areas: convenience, personalization, and stress. Many buyers continue to view the trade-in process as confusing or discouraging, often feeling that their vehicle is undervalued. Others said the financing and insurance discussions that follow a sales agreement are overwhelming, with too many products and options presented in a short time span. Younger buyers in particular said they felt uncertainty during the F&I portion of the transaction, reporting that the number of choices left them unsure whether they were making the right decisions.

Despite these challenges, the direction is encouraging. Buyers who began their purchase online—whether browsing inventory, checking loan options, or scheduling test drives—reported a smoother experience overall. For these consumers, the ability to enter a dealership already armed with information reduced stress and gave them a greater sense of control. This highlights how digital integration is reshaping the showroom, turning what was once an all-day experience into a more streamlined, hybrid process.

Still, the dealership visit remains central. Even among digital-first shoppers, most said they wanted to see and drive the vehicle in person before committing to a purchase. That puts pressure on sales teams to deliver a seamless handoff between online and in-person interactions. When that connection is strong, buyers feel supported; when it breaks down, satisfaction drops quickly.

Another major theme in the findings was personalization. Today’s buyers expect recommendations that match their lifestyle and budget, rather than generic pitches. Shoppers who felt their sales or finance professional tailored options to their needs rated the experience far more positively. Conversely, those who were presented with long lists of add-ons without explanation or relevance left the process feeling frustrated.

For dealerships, the takeaway is clear: transparency, personalization, and clarity are not optional—they are expected. Accurate trade-in appraisals build trust, while clear explanations of financing options reduce stress. Buyers increasingly want straightforward recommendations, explained in plain language, rather than technical jargon or high-pressure tactics.

The progress is notable. A satisfaction jump from 60 percent in 2016 to 68 percent today represents tens of thousands of additional buyers leaving dealerships with a positive impression. At the same time, the fact that nearly one-third of customers are still unhappy shows that more work lies ahead. Younger shoppers and first-time buyers remain the most vulnerable to stress during the process, meaning dealers that can win over this group will have an advantage as they become long-term customers.

The shift also reflects the way consumers view car buying compared with other major purchases. Shoppers are accustomed to transparent pricing, quick digital transactions, and personalized recommendations when buying everything from electronics to home appliances. They now expect the same level of convenience in an automotive transaction, even though the stakes and dollar amounts are much higher.

Overall, the latest results paint a mixed but promising picture. The car-buying process has never been smoother for many, and positive emotions now outweigh the negative ones by a wide margin. But stress still lingers, particularly in areas that directly affect a buyer’s sense of value and trust. For dealerships, the message is that progress is being noticed—but it is not complete. Continued focus on accurate trade-in values, transparent F&I discussions, and a more personalized approach could push satisfaction to even higher levels in the years ahead.

Photo credit: DuxX/Shutterstock.com.