The study, developed alongside the National Independent Automobile Dealers Association (NIADA), highlights a widening gap between dealer operations and consumer reality. While shoppers spend an average of 16.5 hours researching online across five or more websites, only 21% express a willingness to return to the same dealership for a future purchase. This disconnect stems from a customer base that enters the market without a specific vehicle in mind, relying heavily on digital listings to establish initial trust.

Elizabeth Stegall, senior director at Cox Automotive, notes that success for independent dealers now hinges on transparency and speed. With 77% of buyers targeting vehicles between 11 and 20 years old and earning under $75,000 annually, the friction caused by unexpected fees or unclear financing terms often outweighs price satisfaction. To capture these buyers, the research suggests prioritizing clear pricing, upfront vehicle histories, and responsive digital communication to bridge the trust deficit before the customer ever arrives on the lot.