In an industry poised for transformation, staying ahead means understanding how innovation is reshaping auto buyer expectations.

In this report, we explore groundbreaking shifts based on our Automotive Buyer Behavior and Preference research. In this second edition of the study, we dig deeper into the data, surveying over 1,500 in-market automotive buyers in North America and Europe, to reveal what the new auto buyer expects—and how they’re driving changes in the automotive industry.

What we uncovered is a new era in automotive buying, where technology meets tradition. While buyers are increasingly turning to AI-powered tools during their research process, many still value the in-person dealership experience. To compete, you need to consider a hybrid approach for an adaptive and flexible buying journey that blends the best of both worlds. By providing seamless integration between AI-driven research and personalized human touch, you can ensure customers feel supported throughout their decision-making process whether online or in person.

Download our report to better understand auto buyer mindsets, behaviors, and expectations regarding innovation, empowering you to make informed decisions and drive success.