Car dealerships are still firmly in the driving seat when it comes to how most people want to buy their next vehicle. New research from Cazoo’s Consumer Insight Panel found that nearly three-quarters of car buying decision makers want to see, test drive and buy a car at a dealership.
That is a useful reminder for the motor trade. Online research matters. Marketplaces matter. Digital enquiries matter. But when it comes to making the final decision, many buyers still want the reassurance of seeing the vehicle in person and speaking to someone who knows what they are talking about.
For motor traders, the message is not “ignore digital”. Far from it. It is more a case of making sure your online presence gets buyers through the door, then your people and processes give them confidence once they arrive.
Dealerships remain popular with car buyers
According to Cazoo, 72% of the 2,008 car buying decision makers surveyed said they want to see, test drive and buy at a dealership. Cazoo said that figure has remained consistent across its last three surveys.
That consistency matters. Over the past few years, the motor trade has heard plenty about fully online buying journeys, digital retailing and remote transactions. Some of that is valuable, particularly at the research and comparison stage. But the data suggests the showroom still plays a central role.
Cars are high-value purchases. Buyers want to check condition, comfort, visibility, driving feel and whether the car matches the advert. A good set of photos can do plenty, but they cannot replace the moment someone sits in the driver’s seat and thinks, “Yes, this feels right.”
For used car dealerships in particular, this can be a strength. The more transparent, organised and helpful the in-person experience is, the more it can support buyer confidence.
Online car buying is part of the journey, not the whole journey
The research does not suggest digital is becoming irrelevant. In fact, buyers wanting to view and test drive at dealerships before purchasing online has risen slightly from 19% in 2022 to 21%.
That points to a more blended buying journey. People may search online, compare stock, read reviews, check finance options and narrow down their choices before making contact. The showroom visit then becomes the point where trust is either strengthened or lost.
At the same time, online-only buying has declined. Cazoo found that those who only want to view and buy online dropped from 11% to 8% over the same period.
That is a fairly clear nudge for motor trade businesses. Digital tools should make the buying process easier, but they should not make it feel colder or more distant. Clear adverts, accurate vehicle descriptions, fast replies and simple booking processes can all help. But the human side still carries weight.
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The human touch still matters in the motor trade
Lucy Tugby, chief marketing officer of Cazoo, said the research shows dealerships remain the preferred destination for most buyers to view and purchase cars. She added that this “underscores the invaluable interpersonal role played by car retailers in establishing trust and building relationships.”
That is the bit dealers should not overlook. Buyers may arrive with more information than ever, but many still want reassurance from a real person. They want sensible answers, not pressure. They want clarity around the vehicle, the process and the next steps.
The same theme appeared in attitudes towards AI phone assistants. Over half of buyers, 53%, said they would prefer to speak to a real person. Among those who had already interacted with an AI phone assistant, that dropped to 42%, suggesting familiarity may soften attitudes over time.
AI may well help dealerships handle calls, qualify enquiries and reduce admin. But it needs careful use. If it gets in the way of a serious buyer, creates frustration or gives poor information, it can damage trust before a salesperson even gets involved.
What this means for dealership risk and operations
For motor trade businesses, buyer preference for dealerships is positive news. It shows the showroom still has value. But it also means the physical customer experience needs attention.
More test drives, more customer visits and more handovers can bring operational risks. Businesses may need to think carefully about vehicle movement, demonstration drives, staff responsibilities, customer data, site security and how digital enquiries are recorded.
That does not mean making the process stiff or overcomplicated. It means having clear procedures, well-trained staff and suitable protections in place for how the business actually operates.
A dealership that blends strong digital visibility with a confident in-person experience is likely to be better placed than one that treats online and showroom activity as separate worlds.
The showroom is not dead, it has just changed gear
The latest Cazoo research is a useful reminder that car buyers have not abandoned dealerships. Many still want the certainty of seeing the car, taking a test drive and speaking to a real person before committing.
For motor traders, the opportunity is clear. Use digital channels to build interest, but make the dealership experience the part that builds trust.
Technology can support the process. People still close the confidence gap.