We’ve released our eighth annual Consumer Insights Report, revealing how car buyers and sellers are blending online convenience with in-person confidence as they navigate today’s market. Surveying more than 3,000 recent buyers and sellers, the 2025 study highlights rising comfort with digital tools, broader shopping consideration, and a growing desire for personalization throughout the journey.

Read on for key highlights from this year’s report, and the opportunities they reveal for meeting today’s evolving shopper expectations:

Digital-first, but not digital-only.

Comfort with completing more steps online has reached an all-time high—83% of consumers prefer to do more from home. Still, most buyers (86%) want to see the vehicle in person before making a final decision, underscoring the continued importance of the dealership experience.

Key takeaway: Dealers can support this hybrid journey by creating seamless transitions between online actions and in-store interactions. Tools like CarGurus Digital Deal help buyers pre-qualify or reserve vehicles with dealers from anywhere.

Shoppers are exploring more options.

Car buyers are widening their search. Over 50% now consider three or more brands (up from 43% in 2024), and 70% switch brands when replacing a vehicle. They’re also visiting more dealerships to find the best fit—61% visited two or more dealerships, up from 54% in 2024.

Key takeaway: This creates an opportunity to guide these open-minded shoppers with recommendations based on their priorities. LeadAI, from CarGurus, equips teams with insights on what shoppers are viewing, helping tailor conversations.

AI and mobile are becoming essential tools.

This year, 80% of consumers said they are open to using AI when buying or selling, and 26% already are—primarily to compare vehicles, find listings, and summarize reviews of cars and dealerships. CarGurus users are even more AI-open (88%), supported by features like CarGurus’ AI-powered Discover tool that helps surface best-fit matches through conversational search. Mobile usage continues to grow, with 54% using their phones more than desktops, and another 31% using both equally.

Key takeaway: Complete listings with quality images give AI tools like Discover more to work with, helping your inventory show up in searches. CarGurus’ Merchandising Health report can help by sending alerts on vehicles that need improvement.

Pricing transparency matters more than ever.

Economic conditions influenced decisions for 73% of buyers and sellers, making pricing clarity crucial. Buyers continue to cite understanding fair value and negotiating price as top challenges. Predictive pricing intelligence that’s informed by real-time market demand can give listings a competitive edge—and shoppers more transparency and confidence in a vehicle’s value.

Key takeaway: Price recommendations from tools like PriceVantage can help improve turn time while holding margin.

Sellers want efficient, trustworthy options.

Most sellers prefer to complete the bulk of the process online, but still struggle with finding reliable buyers and determining a fair price. The top three challenges for sellers were negotiating price (32%), managing the price they were offered (28%), and finding a trustworthy buyer (28%).

Key takeaway: With Sell My Car, dealers can connect directly with local sellers for faster, more transparent acquisition.

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