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
Collapse All
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
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 3,695(Excl.Tax)
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Cars are no longer just machines in motion – they're becoming moving rooms that hold pieces of people's lives. With 62% of vehicle‑owning consumers saying their car feels...
Despite significant macroeconomic strain affecting household budgets, consumer appetite for innovation remains remarkably strong. A surprising 72% of Americans report a willingness to try new modes of transportation,...
Despite economic uncertainty, the motorcycle industry is demonstrating notable resilience. Consumers, though cautious, continue to show interest in motorcycling, forcing brands to adapt to a challenging market. With...
The automotive aftermarket and professional vehicle servicing industry is navigating a dynamic landscape shaped by economic pressures, shifting consumer behaviors, and evolving market conditions. The rising average vehicle...
The EV and hybrid vehicle market is evolving, driven by shifting consumer priorities, policy changes, and economic conditions. While EVs are seen as the future of transportation, challenges...
The luxury car market in the US is a dynamic space, shaped by shifting consumer preferences, evolving economic pressures, and the enduring appeal of self-gratification and aspiration. Leading...
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.