The majority (72%) of consumers anticipate that tariffs will make vehicles less affordable, highlighting a critical pressure point in the automotive market. Further, 68% are worried that they will overpay…
US
Automotive
simple
US Car Purchasing Process Market Report 2025
"Facing cost pressures and evolving needs, the automotive industry drives forward amidst economic and consumer challenges."
US Automotive Market – Purchasing Trends and Insights
A significant majority of consumers believe tariffs will make vehicles less affordable, and over two-thirds are concerned about overpaying for their next vehicle purchase. These affordability and availability challenges underscore the need for greater transparency and innovative pricing strategies from manufacturers and dealers.
The US automotive market is undergoing rapid change, driven by shifting consumer preferences and emerging technologies. Digital transformation is reshaping the car-buying experience, with consumers increasingly favoring a hybrid approach that combines online research with in-person interactions.
Economic pressures, including inflation, elevated interest rates, and higher production costs, are driving up prices for both new and used vehicles. These factors are also dampening demand for traditional dealership purchases, creating challenges for the industry.
To address affordability concerns and maintain demand, the market must focus on solutions such as entry-level models, flexible financing options, and affordability-focused innovations that build consumer confidence.
Agility and foresight are essential for the automotive industry to remain competitive amidst regulatory changes and economic uncertainties. By adapting to these challenges, the industry can deliver value and navigate the complexities of the evolving market.
Key Topics Covered in the Report
Impact of tariffs on the automotive market and consumer sentiment
Vehicle ownership and acquisition
Important consumer research factors and purchasing behavior
Consumer perceptions of vehicle retailers
Interest and participation in online car purchasing
Report Attributes
Details
Published Date
June 2025
Data Range
2019-2030
Measurement Metrics
Unit sales of new vehicles
Country Focus
United States of America (US)
Consumer Data
2,000 internet users aged 18+, April 2025
Number of Pages
97
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EXECUTIVE SUMMARY
What you need to know
Market size & forecast
Market predictions
What consumers want & why
What consumers want and why (cont’d)
Opportunities
Target first-time car buyers with education and guidance
Position used and CPO vehicles as the sustainable choice
Adopt elements of the online car shopping process
Break it down to build consumers up
Develop lifestyle showrooms
Rethink the role of dealerships, improve the process
Building loyalty and inventory through guaranteed buybacks
Hybrid car-buying processes appeal to younger generations
Urban consumers are the most open to online car shopping
Graph 56: online vehicle purchasing experience, by area, 2025
INNOVATION AND MARKETING STRATEGIES
Launch activity and innovation
Ford’s employee pricing: a transparent response to tariffs
Toyota celebrates black men with empowering mobility campaign
Honda aims to drive innovation as LA28 founding partner
Honda launches a “Approved Pre-Owned” program
Volkswagen revives the Scout brand
Slate redefines affordable electric utility trucks
Marketing and advertising
Honda highlights longstanding investment in America
Jeep highlights its long-term reliability and cultural relevance
Slate Auto highlights the configurability of its vehicles
Hyundai comically highlights its Amazon partnership
APPENDIX
Market definition
Consumer research questions
Consumer research methodology
Generations
Abbreviations and terms
Forecast methodology
Forecast fan chart methodology
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