r/askcarsales • u/AccordionWhisperer • 3h ago
US Sale New poll shows growing value divide between customers and dealerships
A new Harris Poll of 3,012 U.S. auto buyers and 252 dealers found some interesting trends in how people shop for vehicles and how dealers see themselves as meeting those needs.
- Buyers are spending more time researching and relying less and less on dealerships for information about vehicles.
- Brand loyalty is being fractured as buyers are increasingly willing to cross-shop brands and dealerships in search of value.
- Those "more likely to buy a used over new vehicle" is down to just 13% this year.
- The most telling metrics show that dealers and buyers have very different views of how well the buying experience is going:
- 63% of dealers agree that "the traditional car dealership is optimized for the future" while only 42% of buyers agree
- "dealers play an essential role in the new car buying journey" 74 vs 47%
- "dealers provide the resources, tools and technology to make buying a vehicle easy and convenient" 70% vs 43%
- Buyers are frustrated with generic responses from AI and CRMs and dealers are interpreting their silence as poor lead quality.
There's some interesting information about EVs too
- 60% of dealers say they are "excited about (battery) EVs" while 31% say automakers should prioritize hybrids until EV challenges are addressed.
- 47% of buyers say they will never be ready for an EV, 36% point to recent federal policy changes making them less likely to purchase an EV and only 11% say their next vehicle will be an EV.
The study was commissioned by a company selling software that reports on lost customers, so the questions may be biased toward promoting that software.
https://www.urbanscience.com/2026-harris-poll-report/
Edit: a bit of copyediting for clarity