The journey of car-buying often begins with necessity.
Perhaps your customer’s current car is on its last leg and they want something more fuel-efficient.
Maybe their family is growing, and they need more space.
On the other hand, you may have a customer who wants a sports car, a luxurious upgrade, or a truck that fits their adventurous lifestyle.
No matter what the reason, shopping for a car is a major purchase decision.
Car shoppers consider a variety of factors like lifestyle, budget, practicality, and even their personal taste when they browse car options. And unsurprisingly, their quest for the perfect car often starts online.
Car shoppers are doing their research, looking at things like fuel efficiency, safety ratings, and price – there’s undoubtedly a lot to consider.
So, how are car shoppers choosing their cars in 2025?
This article looks at what factors influencing car-buying decisions and the trends, priorities, and overall journey that consumers take from initial interest to driving their new car off the lot.
So, buckle up, and let’s explore how Americans choose their rides.
How Car Shoppers are Researching and Gathering Information
A whopping 92% of car buyers research online before they buy.
An overwhelming majority of car buyers start their research process online, searching the internet for information, reviews, and videos before they even set foot at a dealership.
Your dealership must work even harder to reach leads, thanks to all the information available online.
Invest in a multichannel marketing strategy to make sure you are reaching in-market car shoppers where they are. Your multichannel strategy should include a mix of channels like email, paid search, social media, CTV, and direct mail.
Because once the need (or want) for a new vehicle arises, the research begins. The chart below shows the factors that were of most importance to car shoppers last year.
(source)
Top 5 Factors Influencing Car Shopping
Consumers will spend a significant amount of time scouring the web and popping into dealerships, considering factors like:
1. Quality
One of the most important factors when shopping for a vehicle is its quality, with 58% of people saying it’s their top priority. (see chart below)
While looks hold some level of importance, obviously, it’s about a lot more than a pretty exterior color, leather seats, and how many features the car has. Consumers still care very much about what is under the hood, the underlying engineering.
These shoppers are looking at safety ratings, warranty coverage, and the manufacturer’s overall reputation for building a reliable vehicle.
Quality is equated with longevity; shoppers are in search of vehicles that can withstand daily wear and tear and help them avoid those costly repairs that we all dread with every oil change and inspection. Buyers want a reliable and durable car that they will have for years to come.
2. Budget
Your potential customers will ask themselves how much can they afford to spend?
Budget plays a top role in how US consumers choose their cars, for obvious reasons.
For many, the car-buying process starts here, by establishing a realistic budget. They’re considering much more than the sticker price, but also factors like:
- Financing options
- Interest rates
- Insurance costs
- Fuel efficiency
- Maintenance expenses
Their budget will dictate the types of vehicles they can consider, limiting their choices to those within their price range. When an auto dealership uses consumer data for insights into someone’s income or credit score, they can have a better understanding of the leads that have the most potential to become their buyers.
For example, a luxury car dealership might use data to find those who have higher income, a history of purchasing high-end vehicles, and a higher credit score to target with their marketing efforts.
3. Vehicle Performance
In the top three, vehicle performance plays a crucial role in the decision-making process.
Horsepower and acceleration are important to someone who is looking for a thrilling driving experience, while fuel efficiency and handling are important to the more practical buyers who are concerned with going a bit greener.
Consumers hit the internet to research the performance metrics that are important to them, like miles per gallon (MPG) and towing capacity. However, this is where test drives become essential. More than three-quarters of buyers (78%) said it was the test drive alone that ultimately sold them on the vehicle they finally purchased. It’s important to use digital experience to drive leads to the dealership to experience the car themselves, whenever possible.
For example, I was looking to purchase a van – I spent about a month or so researching them – every brand, reviews, social media posts, scouring sites and every dealership in the area. I landed at the dealership that had a pretty decent web presence, great reviews and helpful video tours. I ended up setting an appointment and test driving the van I had seen on their site, but I also test drove another one (that was at the higher end of my budget).
Once I drove the van (that I now own), I knew that if I could negotiate a little – I would want this to be my car for years to come as my children grow up. It was the way I felt inside the van that truly sold me, but it was the digital presence of that dealership that drove me to make it there.
Ultimately, the importance of vehicle performance is different for everyone and comes down to individual preferences and driving habits. This is where a multichannel marketing strategy helps to drive customers to your showroom.
4. Features
What features are most important to your customers?
Some people care most about their new vehicle’s safety features, while others might lean toward the most tech-savvy ride. A commuter or traveler might prioritize fuel efficiency, performance, and comfort.
US consumers balance their needs and wants when prioritizing these features.
- Safety features: Advanced driver-assistance systems (ADAS) such as automatic emergency braking and lane departure warning, are becoming increasingly important, especially for families.
- Fuel efficiency: Thanks to higher gas prices, consumers are leaning towards more economic options, including hybrids and electric vehicles.
- Technology: Features like Apple CarPlay/Android Auto are at the top of many shoppers’ lists. Opting for large touchscreens and premium sound systems when they’re making their purchasing decisions.
- Comfort and convenience: Who doesn’t love heated seats and sunroofs? Customers also prioritize cargo space, specifically those who spend significant time in their vehicles.
Ultimately, the specific features consumers prioritize depend on their individual lifestyles.
When it comes to reaching your ideal customers, it’s important to use data to personalize your outreach based around their needs and wants.
For example, a family with children might prioritize safety and cargo space when deciding which vehicle is right for them.
You could even segment new movers, with a certain income and credit score, sending them an ad for a vehicle with the latest navigation system to help them get around their new neighborhood.
Fun Fact: Did you know that new movers are 90% more likely than established residents to purchase a car within the first year of their move?
5. Brand Reputation
Some consumers prefer certain brands, while others are open to different options.
Consumers will show preference to the brands that they view as trustworthy, dependable, or even prestigious. Basically, they believe that a well-regarded brand will deliver superior products and ownership experiences.
Online research is often supplemented by talking to their friends and family, and by visiting their local dealerships to see cars in person and get a feel for their size, features, and overall appeal.
By using VIN-driven auto data layered with in-market shoppers, car dealerships can get their vehicles in front of those who are already loyal or looking at certain makes and models.
Conclusion
As you can see, the process of choosing a car in the US is a very personal one that is shaped by their practical needs, financial considerations, emotions, and brand perceptions.
A multichannel experience is key to capturing these intense shoppers, who often start with online research and reading reviews, and then jump to the dealership for a closer look at the options.
Whether it’s the connection they feel during a test drive, the comfort of the car’s features, or the prestige of driving the newest and hottest car on the market – every shopper has their own motivations. They choose their car because it reflects their lifestyle, values, and aspirations.
Are you ready to meet the diverse needs of the American car buyer?
Automotive Audience & Marketing Solutions
With information on over 260+ million consumers, 200+ million VINs, 170 million email addresses, plus demographics, our automotive audiences provide the insights you need for the right consumer connections. Contact us today!
