Automotive: How Americans shop for cars: What drives decisions across age groups
- InsightTrendsWorld
- 24 hours ago
- 17 min read
Updated: 21 hours ago
Why it is the topic trending:
Insights into Consumer Behavior: The article provides valuable data on how Americans approach a significant purchase like buying a car, revealing what factors are most important and how they conduct their research.
Generational Differences in Shopping Habits: The report highlights how car shopping preferences and priorities vary across different age groups, which is crucial information for the automotive industry.
Shifting Automotive Landscape: As the automotive industry evolves with new technologies and purchasing methods, understanding consumer behavior is essential for manufacturers and dealers.
Overview:
A new report from YouGov CategoryView analyzes the factors influencing car purchasing decisions among Americans, including their priorities, research methods, budget expectations, preferred buying channels, and the types of vehicles they plan to buy next. The study reveals that while price remains the top concern across all age groups, preferences for research and buying methods vary significantly by generation.
Detailed Findings:
Top Priorities When Buying a Car:
Price (68%)
Vehicle Performance (60%)
Safety (56%)
Fuel Efficiency (55%)
Maintenance Costs (51%)
Vehicle Size (50%)
Other Considerations:
Engine Type (47%)
Design/Look (42%)
Advanced Technology Features (30%)
Environmental Impact (21%)
How Americans Research:
Online Reviews (56%) - Consistent across age groups.
Recommendations from Family and Friends (43%) - More influential for 18-29 year olds (46%) than 65+ (36%).
Consumer Reports and Data (44%) - More consulted by 65+ (54%) than 18-29 year olds (34%).
Manufacturer Websites (34%)
Dealer Websites (34%)
In-Person Dealership Visits (29%)
Advertisements (24%) - Greater reach among 18-29 year olds (32%).
Automotive Expos (18%) - Skews younger.
TV Shows (11%) - Skews younger.
Budget Expectations by Age:
Most Americans expect to pay between $20,001 and $40,000.
$20,001 - $30,000: 17% overall, 22% of 65+.
$30,001 - $40,000: 16% overall.
Over $50,000: 12% of 18-29 year olds - the highest percentage across age groups.
Less than $10,000: 13% overall, 17% among 45-64 year olds.
Where Americans Want to Buy:
Franchise Dealer (44%)
Independent or Specialty Dealer (34%)
Private Seller (31%) - More popular among 18-29 year olds (37%) than 65+ (15%).
Online Marketplace (28%) - More popular among 18-29 year olds (31%) than 65+ (15%).
Used Car Supermarkets (24%)
Car Auctions (17%) - More popular among 18-29 year olds (28%) than 65+ (2%).
What Americans Plan to Drive Next:
SUVs and Crossovers (39%) - Preference increases with age (32% of 18-29 to 49% of 65+).
Sedans (24%)
Trucks (12%)
Other (Convertibles/Coupes 6%, Hatchbacks 5%, Vans 4%, Station Wagons 1%).
Key Takeaway:
Price, performance, safety, and fuel efficiency are the top priorities for American car buyers. While online reviews are a consistent research method across generations, younger buyers rely more on personal networks and are more open to non-traditional buying methods, while older buyers prefer consumer reports and dealerships. Budget expectations vary by age, with younger buyers more willing to spend over $50,000. SUVs and crossovers are the most popular vehicle type Americans plan to purchase next, with preference increasing with age.
Main Trend: Practicality and Shifting Channels in American Car Buying
Description of the Trend (The Pragmatic and Digitally Inclined Auto Shopper):
"The Pragmatic and Digitally Inclined Auto Shopper" trend describes how Americans approach car buying in 2025. They are primarily driven by practical considerations such as price, performance, safety, and fuel efficiency. While they heavily utilize digital resources for research, with online reviews being paramount, their openness to different buying channels, particularly non-traditional methods like online marketplaces and private sellers, varies significantly by age. Younger generations are more digitally inclined throughout the entire process, from research to purchase, and are more willing to explore alternatives to traditional dealerships.
What is Consumer Motivation:
Consumer motivation includes:
Obtaining Reliable Transportation: The fundamental need for a vehicle for commuting, errands, and personal travel.
Securing a Safe Vehicle: Prioritizing safety features and a vehicle's safety rating.
Managing Costs: Concern for the upfront price, fuel efficiency, and long-term maintenance expenses.
Meeting Practical Needs: Choosing a vehicle size and type that fits their lifestyle and practical requirements (e.g., passenger capacity, cargo space).
Seeking Performance and Reliability: Wanting a vehicle that performs well and is dependable.
Influence of Recommendations: Trusting the opinions and experiences of family and friends.
Convenience and Efficiency: Utilizing online resources to streamline the research process.
What is Driving Trend:
The trend is primarily driven by:
Economic Factors: Price sensitivity remains a major factor influencing car buying decisions.
Advancements in Automotive Technology: Consumers are increasingly aware of and interested in vehicle performance and safety features.
Rise of Digital Information: The internet has become the primary source for research and comparison.
Evolving Retail Landscape: The growth of online marketplaces and alternative buying channels is providing more options for consumers.
Generational Differences in Technology Adoption: Younger generations are more comfortable and trusting of online and non-traditional methods.
What is Motivation Beyond the Trend:
Beyond the immediate trend, the motivation might connect with:
Personal Freedom and Independence: Owning a car provides a sense of freedom and independence.
Status and Identity (to a lesser extent): While design is a factor, practicality seems to outweigh purely aesthetic considerations for most.
Description of Consumers Article is Referring To:
The article refers to a broad range of American adults (aged 18+) who are considering purchasing a new vehicle. The data is segmented by age group, providing insights into the preferences of:
18- to 29-year-olds: More reliant on personal networks for research, more open to non-traditional buying methods, and more willing to spend over $50,000.
30- to 44-year-olds: Show a strong preference for SUVs/crossovers.
45- to 64-year-olds: More likely to consider spending less than $10,000.
65 and older: More likely to consult consumer reports and prefer franchise dealers, less inclined towards private sellers or online marketplaces, and have a strong preference for SUVs/crossovers.
Conclusions:
American car buyers in 2025 prioritize practicality, with price being the dominant factor. While online research is universal, younger buyers are more open to diverse buying channels, and preferences for vehicle type shift with age, with SUVs and crossovers becoming increasingly popular among older demographics.
Implications for Brands:
Price Competitiveness is Key: Automakers and dealers need to be highly competitive on pricing to attract buyers across all age groups.
Strong Online Presence is Essential: Having comprehensive and user-friendly manufacturer and dealer websites is crucial for research.
Leverage Online Reviews: Monitor and manage online reviews as they are the primary source of information for consumers.
Targeted Marketing for Younger Buyers: Utilize digital advertising and online marketplaces to reach younger, more digitally inclined buyers.
Build Trust with Older Buyers: Emphasize the reliability and trustworthiness of franchise dealerships for older consumers.
Highlight SUV/Crossover Offerings: Given the widespread popularity, ensure a strong selection and marketing of SUVs and crossovers.
Implication for Society:
Continued Importance of Personal Vehicles: Despite the rise of other transportation options, personal cars remain a vital part of American life.
Evolution of Car Buying: The way Americans shop for cars is continuing to evolve with the increasing influence of digital technology and alternative sales channels.
Implications for Consumers:
More Information at Their Fingertips: Consumers have access to a wealth of information online to help them make informed decisions.
Wider Range of Buying Options: Beyond traditional dealerships, consumers have more choices in where they can purchase a vehicle.
Implication for Future:
Further Growth of Online Car Buying: As younger generations become a larger segment of the car-buying market, online marketplaces and direct-to-consumer models may continue to gain traction.
Integration of Advanced Technology: While currently a niche priority, the importance of advanced technology features in cars may increase in the future.
Growing Focus on Sustainability: Environmental impact could become a more significant factor in car buying decisions as awareness and technology evolve.
Consumer Trend (The Informed and Varied-Channel Car Buyer): American car buyers are increasingly informed through digital research and are utilizing a wider variety of buying channels beyond traditional dealerships, with openness to these channels varying significantly by age.
Consumer Sub Trend (Age-Driven Digital Adoption in Auto Retail): Younger generations are leading the charge in embracing digital platforms and non-traditional methods for researching and purchasing vehicles, while older generations still prefer more traditional approaches.
Big Social Trend (The Digital Transformation of Retail): The shift towards online research and the openness to online marketplaces for car buying reflects the broader digital transformation of the retail industry across various sectors.
Worldwide Social Trend (Global Importance of Price and Practicality in Auto Purchase): The emphasis on price, performance, safety, and fuel efficiency as top priorities is likely a common thread in car buying decisions across many global markets.
Social Drive (Seeking Value and Convenience in a Major Purchase): Consumers are driven by the desire to find the best value for their money and a convenient and efficient process when making a significant purchase like a car.
Learnings for Brands to Use in 2025:
Price remains paramount, so competitive pricing strategies are essential.
Invest heavily in a strong online presence that caters to all stages of the buying journey.
Understand and target your marketing efforts to different age groups based on their preferred research and buying channels.
Highlight the practicality and reliability of SUVs and crossovers to a broad audience.
Strategy Recommendations for Brands to Follow in 2025:
Develop comprehensive and user-friendly online platforms that provide detailed vehicle information, pricing, and virtual tours.
Implement targeted digital advertising campaigns to reach younger demographics on online marketplaces and social media.
Ensure that franchise dealerships offer a trustworthy and informative experience that appeals to older buyers.
Offer a diverse range of vehicle types, with a particular focus on the popular SUV and crossover segments.
Final Sentence (Key Concept) Describing Main Trend: American car shopping in 2025 is characterized by a pragmatic approach prioritizing value and safety, coupled with an increasing reliance on digital research and a generational divergence in the adoption of varied buying channels.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It:
Automotive brands and dealerships need to adopt a comprehensive digital strategy that complements their physical presence. This includes having informative websites, actively managing online reviews, and potentially engaging with online marketplaces. Simultaneously, they should remain competitive on pricing and cater to the preferences of different age groups, with younger buyers being more open to online and private sales, and older buyers still valuing the traditional dealership experience. Highlighting the practicality and safety of their vehicle offerings, especially SUVs and crossovers, will appeal to a broad spectrum of consumers.
Final Note:
Core Trend:
Name: The Practical Yet Digitally Influenced Car Purchase
Detailed Description: American consumers prioritize practical factors like price, performance, and safety when buying cars, and they heavily rely on digital resources for research. However, their openness to different buying channels varies significantly by age, with younger buyers embracing online and non-traditional methods more readily.
Core Strategy:
Name: Optimize Online Presence and Cater to Generational Preferences
Detailed Description: Automotive brands and dealerships should optimize their online presence to provide comprehensive information and cater to digital-first consumers, while also recognizing and adapting to the distinct preferences and buying behaviors of different age groups.
Core Industry Trend:
Name: The Evolving Automotive Retail Ecosystem
Detailed Description: The traditional model of car buying through dealerships is evolving with the rise of online marketplaces, private sales, and potentially direct-to-consumer models, creating a more diverse and complex retail ecosystem for the automotive industry.
Core Consumer Motivation:
Name: Seeking Value and Information for a Major Purchase
Detailed Description: Consumers are primarily motivated by the desire to find the best value for their money and to gather sufficient information through trusted sources to make an informed decision when undertaking a significant purchase like a vehicle.
Final Conclusion:
The way Americans shop for cars in 2025 reflects a blend of traditional priorities and the growing influence of the digital age. Automotive brands and dealerships that can effectively navigate this landscape by being competitive on price, providing comprehensive online resources, and catering to the preferences of different generations across various buying channels will be best positioned for success.<ctrl95>Okay, I can create a detailed summary of how Americans shop for cars based on the YouGov CategoryView data in the article. Here it is:
Why it is the topic trending:
Insights into Consumer Behavior: The article provides valuable data on how Americans approach a significant purchase like buying a car, revealing what factors are most important and how they conduct their research.
Generational Differences in Shopping Habits: The report highlights how car shopping preferences and priorities vary across different age groups, which is crucial information for the automotive industry.
Shifting Automotive Landscape: As the automotive industry evolves with new technologies and purchasing methods, understanding consumer behavior is essential for manufacturers and dealers.
Overview:
A new report from YouGov CategoryView analyzes the factors influencing car purchasing decisions among Americans, including their priorities, research methods, budget expectations, preferred buying channels, and the types of vehicles they plan to buy next. The study reveals that while price remains the top concern across all age groups, preferences for research and buying methods vary significantly by generation.
Consumer motivations to buy cars across different age groups:
18- to 29-year-olds:
Practicality: While price is important across the board, this group still needs reliable transportation.
Influence: They are more influenced by recommendations from family and friends.
Newness/Aspiration: They show the highest percentage willing to spend over $50,000, suggesting a potential desire for newer models with advanced features or perhaps a greater emphasis on the "look" and "design" despite it being a lower overall priority.
Openness to Innovation: Their willingness to use online marketplaces and private sellers indicates a motivation for convenience, potentially better deals, and comfort with newer buying methods.
30- to 44-year-olds:
Practicality (Family Needs): Their strong preference for SUVs and crossovers suggests a motivation driven by family needs such as space, safety, and versatility.
45- to 64-year-olds:
Value/Affordability: A higher percentage in this group consider spending less than $10,000, indicating a strong motivation for finding affordable transportation options.
Practicality: Similar to other groups, basic transportation needs are likely a key driver.
65 and older:
Trust and Reliability: Their preference for franchise dealers and consumer reports suggests a strong motivation for trust, established processes, and reliable information when making a purchase.
Practicality and Comfort: Their strong preference for SUVs and crossovers, similar to the 30-44 age group, likely stems from a desire for comfort, ease of access, and potentially safety features.
Familiarity: Their lower inclination towards private sellers and online marketplaces suggests a preference for more traditional and familiar buying methods.
Motivations that likely span across all age groups (with varying emphasis):
Price: Seeking the best value for their money is a primary motivation for all age groups.
Vehicle Performance: Wanting a reliable and well-performing vehicle for their needs.
Safety: Prioritizing safety features for themselves and their passengers.
Fuel Efficiency: Seeking to minimize ongoing fuel costs.
Maintenance Costs: Concerned about the long-term affordability of owning the vehicle.
Vehicle Size: Choosing a vehicle that fits their lifestyle and practical needs.
Detailed Findings:
Top Priorities When Buying a Car:
Price (68%)
Vehicle Performance (60%)
Safety (56%)
Fuel Efficiency (55%)
Maintenance Costs (51%)
Vehicle Size (50%)
Other Considerations:
Engine Type (47%)
Design/Look (42%)
Advanced Technology Features (30%)
Environmental Impact (21%)
How Americans Research:
Online Reviews (56%) - Consistent across age groups.
Recommendations from Family and Friends (43%) - More influential for 18-29 year olds (46%) than 65+ (36%).
Consumer Reports and Data (44%) - More consulted by 65+ (54%) than 18-29 year olds (34%).
Manufacturer Websites (34%)
Dealer Websites (34%)
In-Person Dealership Visits (29%)
Advertisements (24%) - Greater reach among 18-29 year olds (32%).
Automotive Expos (18%) - Skews younger.
TV Shows (11%) - Skews younger.
Budget Expectations by Age:
Most Americans expect to pay between $20,001 and $40,000.
$20,001 - $30,000: 17% overall, 22% of 65+.
$30,001 - $40,000: 16% overall.
Over $50,000: 12% of 18-29 year olds - the highest percentage across age groups.
Less than $10,000: 13% overall, 17% among 45-64 year olds.
Where Americans Want to Buy:
Franchise Dealer (44%)
Independent or Specialty Dealer (34%)
Private Seller (31%) - More popular among 18-29 year olds (37%) than 65+ (15%).
Online Marketplace (28%) - More popular among 18-29 year olds (31%) than 65+ (15%).
Used Car Supermarkets (24%)
Car Auctions (17%) - More popular among 18-29 year olds (28%) than 65+ (2%).
What Americans Plan to Drive Next:
SUVs and Crossovers (39%) - Preference increases with age (32% of 18-29 to 49% of 65+).
Sedans (24%)
Trucks (12%)
Other (Convertibles/Coupes 6%, Hatchbacks 5%, Vans 4%, Station Wagons 1%).
Key Takeaway:
Price, performance, safety, and fuel efficiency are the top priorities for American car buyers. While online reviews are a consistent research method across generations, younger buyers rely more on personal networks and are more open to non-traditional buying methods, while older buyers prefer consumer reports and dealerships. Budget expectations vary by age, with younger buyers more willing to spend over $50,000. SUVs and crossovers are the most popular vehicle type Americans plan to purchase next, with preference increasing with age.
Main Trend: Practicality and Shifting Channels in American Car Buying
Description of the Trend (The Pragmatic and Digitally Inclined Auto Shopper):
"The Pragmatic and Digitally Inclined Auto Shopper" trend describes how Americans approach car buying in 2025. They are primarily driven by practical considerations such as price, performance, safety, and fuel efficiency. While they heavily utilize digital resources for research, with online reviews being paramount, their openness to different buying channels, particularly non-traditional methods like online marketplaces and private sellers, varies significantly by age. Younger generations are more digitally inclined throughout the entire process, from research to purchase, and are more willing to explore alternatives to traditional dealerships.
What is Consumer Motivation:
Consumer motivation includes:
Obtaining Reliable Transportation: The fundamental need for a vehicle for commuting, errands, and personal travel.
Securing a Safe Vehicle: Prioritizing safety features and a vehicle's safety rating.
Managing Costs: Concern for the upfront price, fuel efficiency, and long-term maintenance expenses.
Meeting Practical Needs: Choosing a vehicle size and type that fits their lifestyle and practical requirements (e.g., passenger capacity, cargo space).
Seeking Performance and Reliability: Wanting a vehicle that performs well and is dependable.
Influence of Recommendations: Trusting the opinions and experiences of family and friends.
Convenience and Efficiency: Utilizing online resources to streamline the research process.
What is Driving Trend:
The trend is primarily driven by:
Economic Factors: Price sensitivity remains a major factor influencing car buying decisions.
Advancements in Automotive Technology: Consumers are increasingly aware of and interested in vehicle performance and safety features.
Rise of Digital Information: The internet has become the primary source for research and comparison.
Evolving Retail Landscape: The growth of online marketplaces and alternative buying channels is providing more options for consumers.
Generational Differences in Technology Adoption: Younger generations are more comfortable and trusting of online and non-traditional methods.
What is Motivation Beyond the Trend:
Beyond the immediate trend, the motivation might connect with:
Personal Freedom and Independence: Owning a car provides a sense of freedom and independence.
Status and Identity (to a lesser extent): While design is a factor, practicality seems to outweigh purely aesthetic considerations for most.
Description of Consumers Article is Referring To:
The article refers to a broad range of American adults (aged 18+) who are considering purchasing a new vehicle. The data is segmented by age group, providing insights into the preferences of:
18- to 29-year-olds: More reliant on personal networks for research, more open to non-traditional buying methods, and more willing to spend over $50,000.
30- to 44-year-olds: Show a strong preference for SUVs/crossovers.
45- to 64-year-olds: More likely to consider spending less than $10,000.
65 and older: More likely to consult consumer reports and prefer franchise dealers, less inclined towards private sellers or online marketplaces, and have a strong preference for SUVs/crossovers.
Conclusions:
American car buyers in 2025 prioritize practicality, with price being the dominant factor. While online research is universal, younger buyers are more open to diverse buying channels, and preferences for vehicle type shift with age, with SUVs and crossovers becoming increasingly popular among older demographics.
Implications for Brands:
Price Competitiveness is Key: Automakers and dealers need to be highly competitive on pricing to attract buyers across all age groups.
Strong Online Presence is Essential: Having comprehensive and user-friendly manufacturer and dealer websites is crucial for research.
Leverage Online Reviews: Monitor and manage online reviews as they are the primary source of information for consumers.
Targeted Marketing for Younger Buyers: Utilize digital advertising and online marketplaces to reach younger, more digitally inclined buyers.
Build Trust with Older Buyers: Emphasize the reliability and trustworthiness of franchise dealerships for older consumers.
Highlight SUV/Crossover Offerings: Given the widespread popularity, ensure a strong selection and marketing of SUVs and crossovers.
Implication for Society:
Continued Importance of Personal Vehicles: Despite the rise of other transportation options, personal cars remain a vital part of American life.
Evolution of Car Buying: The way Americans shop for cars is continuing to evolve with the increasing influence of digital technology and alternative sales channels.
Implications for Consumers:
More Information at Their Fingertips: Consumers have access to a wealth of information online to help them make informed decisions.
Wider Range of Buying Options: Beyond traditional dealerships, consumers have more choices in where they can purchase a vehicle.
Implication for Future:
Further Growth of Online Car Buying: As younger generations become a larger segment of the car-buying market, online marketplaces and direct-to-consumer models may continue to gain traction.
Integration of Advanced Technology: While currently a niche priority, the importance of advanced technology features in cars may increase in the future.
Growing Focus on Sustainability: Environmental impact could become a more significant factor in car buying decisions as awareness and technology evolve.
Consumer Trend (The Informed and Varied-Channel Car Buyer): American car buyers are increasingly informed through digital research and are utilizing a wider variety of buying channels beyond traditional dealerships, with openness to these channels varying significantly by age.
Consumer Sub Trend (Age-Driven Digital Adoption in Auto Retail): Younger generations are leading the charge in embracing digital platforms and non-traditional methods for researching and purchasing vehicles, while older generations still prefer more traditional approaches.
Big Social Trend (The Digital Transformation of Retail): The shift towards online research and the openness to online marketplaces for car buying reflects the broader digital transformation of the retail industry across various sectors.
Worldwide Social Trend (Global Importance of Price and Practicality in Auto Purchase): The emphasis on price, performance, safety, and fuel efficiency as top priorities is likely a common thread in car buying decisions across many global markets.
Social Drive (Seeking Value and Convenience in a Major Purchase): Consumers are driven by the desire to find the best value for their money and a convenient and efficient process when making a significant purchase like a car.
Learnings for Brands to Use in 2025:
Price remains paramount, so competitive pricing strategies are essential.
Invest heavily in a strong online presence that caters to all stages of the buying journey.
Understand and target your marketing efforts to different age groups based on their preferred research and buying channels.
Highlight the practicality and reliability of SUVs and crossovers to a broad audience.
Strategy Recommendations for Brands to Follow in 2025:
Develop comprehensive and user-friendly online platforms that provide detailed vehicle information, pricing, and virtual tours.
Implement targeted digital advertising campaigns to reach younger demographics on online marketplaces and social media.
Ensure that franchise dealerships offer a trustworthy and informative experience that appeals to older buyers.
Offer a diverse range of vehicle types, with a particular focus on the popular SUV and crossover segments.
Final Sentence (Key Concept) Describing Main Trend: American car shopping in 2025 is characterized by a pragmatic approach prioritizing value and safety, coupled with an increasing reliance on digital research and a generational divergence in the adoption of varied buying channels.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It:
Automotive brands and dealerships need to adopt a comprehensive digital strategy that complements their physical presence. This includes having informative websites, actively managing online reviews, and potentially engaging with online marketplaces. Simultaneously, they should remain competitive on pricing and cater to the preferences of different age groups, with younger buyers being more open to online and private sales, and older buyers still valuing the traditional dealership experience. Highlighting the practicality and safety of their vehicle offerings, especially SUVs and crossovers, will appeal to a broad spectrum of consumers.
Final Note:
Core Trend:
Name: The Practical Yet Digitally Influenced Car Purchase
Detailed Description: American consumers prioritize practical factors like price, performance, and safety when buying cars, and they heavily rely on digital resources for research. However, their openness to different buying channels varies significantly by age, with younger buyers embracing online and non-traditional methods more readily.
Core Strategy:
Name: Optimize Online Presence and Cater to Generational Preferences
Detailed Description: Automotive brands and dealerships should optimize their online presence to provide comprehensive information and cater to digital-first consumers, while also recognizing and adapting to the distinct preferences and buying behaviors of different age groups.
Core Industry Trend:
Name: The Evolving Automotive Retail Ecosystem
Detailed Description: The traditional model of car buying through dealerships is evolving with the rise of online marketplaces, private sales, and potentially direct-to-consumer models, creating a more diverse and complex retail ecosystem for the automotive industry.
Core Consumer Motivation:
Name: Seeking Value and Information for a Major Purchase
Detailed Description: Consumers are primarily motivated by the desire to find the best value for their money and to gather sufficient information through trusted sources to make an informed decision when undertaking a significant purchase like a vehicle.
Final Conclusion:
The way Americans shop for cars in 2025 reflects a blend of traditional priorities and the growing influence of the digital age. Automotive brands and dealerships that can effectively navigate this landscape by being competitive on price, providing comprehensive online resources, and catering to the preferences of different generations across various buying channels will be best positioned for success.
Core Trend Detailed (The Pragmatic and Digitally Inclined Auto Shopper):
"The Pragmatic and Digitally Inclined Auto Shopper" trend describes how Americans in 2025 approach the significant purchase of a vehicle with a clear focus on practicality, prioritizing price, vehicle performance, safety, and fuel efficiency above other considerations. Their research process is heavily influenced by digital resources, with online reviews holding significant weight across all age groups. However, a notable generational divide exists in their openness to different buying channels. Younger consumers demonstrate a greater willingness to explore non-traditional options like online marketplaces and private sellers, indicating a higher level of comfort and trust in digital and peer-to-peer transactions. In contrast, older consumers still favor the more traditional route of visiting franchise dealerships. This trend underscores the importance of a strong online presence for automotive brands and dealers to cater to the research needs of all consumers, while also recognizing the continued relevance of traditional retail channels, particularly for older demographics.
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