The automotive retail industry is going through a period of major transformation as dealerships adjust to changing customer expectations, shifting market conditions, and increasing affordability concerns. Today’s car buyers are not only focused on finding the right vehicle but also on experiencing a smoother purchasing process with transparent pricing, flexible payment options, and efficient dealership interactions. CDK Global’s latest research provides valuable insights into how consumers are responding to inventory availability, negotiation challenges, financing difficulties, and evolving dealership operations. The data highlights important trends shaping the modern vehicle-buying journey and reveals where customers continue to experience friction.

From pricing discussions to trade-in negotiations and financing decisions, dealerships are facing new challenges while trying to maintain customer satisfaction. At the same time, technology platforms and improved workflows are helping automotive retailers create more connected and convenient experiences. Understanding these trends allows dealerships to identify customer concerns, improve communication, and develop strategies that support long-term trust. CDK Global’s findings offer a detailed look at how buyer sentiment is changing and what steps retailers can take to create a more effective automotive shopping experience.

1. CDK Global Reveals Changing Car Buyer Sentiment

Auto retailers are facing shifting priorities, rising costs, and payment concerns as customers feel pressure in an evolving market. CDK Global research shows that car-buying experiences remain mixed as dealerships adapt to changing conditions. Executives recognize that perceptions of inventory, pricing, and financing options influence the purchase process and are working to create a smoother experience. In July, ease of purchase remained steady at 81%, compared to 80% in June, but was lower than 86% during the same period last year and the 84% full-year average for 2025. The data indicates that while customers can still purchase vehicles, they are facing more challenges than before.

Key Buyer Experience Trends:

• Purchase ease remained limited
• Customer expectations continue rising
• Market pressures affect satisfaction
• Buyers seek smoother journeys
• Dealership improvements remain necessary

CDK Global research shows that customer satisfaction depends not only on completing a car purchase but also on how easily customers can move through each step of the process. The gap between customer expectations and the actual buying experience continues to impact satisfaction levels. Although ease of purchase remained high at 81%, the decline suggests dealerships are facing more challenges in adapting to market changes. The study highlights pricing, inventory availability, and financing concerns as key factors influencing purchase ease, showing that addressing these areas can help improve the overall customer experience.

2. Vehicle Availability Continues Shaping Customer Satisfaction

Vehicle inventory availability remains a major factor in customer satisfaction during the car-buying process. CDK Global research shows that many shoppers faced challenges finding their desired vehicles, leading to frustration. While 58% of buyers found their preferred vehicle in stock, only 73% considered the search process simple, down from 75% in June and 80% in May. The findings suggest that demand for specific models is creating challenges for dealerships. Even when customers eventually find the right vehicle, a difficult search experience can negatively impact their overall perception. Dealers must balance inventory management with rising customer expectations.

Inventory Challenges Impact Buyers:

• Exact vehicles remain difficult
• Search experiences are declining
• Inventory affects satisfaction levels
• Buyers expect better availability
• Limited choices create frustration

CDK Global research shows a strong connection between buyer satisfaction and inventory availability, with the buying experience heavily influenced by vehicle options. Consumers now use online research to compare vehicle features and dealership inventory before making a purchase. This shapes their expectations and can lead to disappointment if their preferred vehicle is unavailable. To improve satisfaction, auto dealers must recognize the growing importance of inventory availability and focus on creating a smoother buying experience.

3. Pricing Discussions Become a Major Dealership Friction Point

Pricing flexibility and trade-in discussions have become major points of contention in the car-buying process, as highlighted by the CDK Global research. The study indicates that the process of reaching an agreement on the final sale price and trade-in valuation presents a considerable challenge to auto shoppers. In particular, the CDK Global study shows that the percentage of buyers who were able to negotiate the final sale price decreased to 59 percent in July, down four points from 63 percent in May. Similarly, the percentage of buyers who were able to negotiate the value of their trade-in decreased to 50 percent in July, down one point from 51 percent in June. These figures suggest that while pricing concerns continue to play a predominant role in the overall satisfaction levels of auto shoppers, auto dealers should work toward implementing measures that encourage more flexibility on the part of dealers.

Pricing Pressure Driving Concerns:

• Price negotiations are declining
• Trade values create challenges
• Buyers focus on affordability
• Payment concerns influence decisions
• Transparency builds customer confidence

According to data collected by CDK Global, trade-in conversations have become one of the major sources of dissatisfaction among car buyers. In particular, a separate study conducted by CDK Global shows that approximately one-third of consumers who were upside-down on their vehicle loan chose to roll their negative equity into a new purchase. Additionally, the CDK Global research highlights that many car shoppers were concerned about the high maintenance costs attributed to the vehicle or unwilling to commit to additional expenses associated with the purchase. These findings indicate that negative equity discussions and the ability to avoid additional expenses play a significant role in the trade-in process. These challenges are further exacerbated by the CDK Global research showing that the auto dealership market is particularly influenced by buyers’ expectations. Thus, in order to satisfy customers while still meeting the requirements of the dealers, car dealerships must invest in greater transparency across pricing, purchasing, and financing conversations.

4. Rising Vehicle Costs Put More Pressure on Buyers

CDK Global research shows that affordability concerns are increasingly shaping the car-buying experience and dealership market dynamics. Buyers are spending a larger share of their income on vehicles while facing higher monthly payments. In June, the median number of weeks of earnings needed to purchase a new car increased to 35.3, while the average monthly payment reached $763. These challenges highlight the need for dealers to understand changing buyer expectations and provide solutions that address affordability concerns throughout the purchasing process.

Affordability Challenges Affect Buyers:

• Vehicle costs continue increasing
• Monthly payments pressure budgets
• Buyers prioritize affordable options
• Financial concerns shape decisions
• Affordability impacts satisfaction scores

CDK Global research shows that the auto dealership market is undergoing a shift, with affordability becoming a major factor in the car-buying process. Buyers are increasingly making decisions based on price flexibility and payment options that match their financial needs. The study highlights the importance of helping customers understand affordability, especially as new vehicle costs require more weeks of earnings to purchase. Dealers should focus on providing greater transparency and flexibility to address growing affordability concerns.

5. Extended Financing Terms Create Long-Term Challenges

Modern auto shoppers are facing greater financial challenges as vehicle costs and payment periods continue to rise. Experian research shows that nearly one-fifth of new vehicle loans include payments of $1,000 or more, leading many buyers to extend loan terms to reduce monthly expenses. CDK Global research highlights that while longer loan terms can make payments more manageable, they may create future challenges during trade-ins. These financing decisions are increasingly affecting customer satisfaction and the overall car-buying experience.

Financing Pressure Shapes Decisions:

• Loan terms continue extending
• Payments create financial stress
• Buyers seek lower costs
• Future equity becomes important
• Financing discussions require clarity

CDK Global research shows that modern auto shoppers are seeking more flexibility throughout the car-buying process due to rising costs and longer payment terms. Affordability remains a key priority, influencing decisions related to trade-ins, financing, and overall purchases. The study highlights the need for dealers to offer flexible financing options while helping buyers understand long-term financial impacts. Many shoppers are looking for lower payments, often through loans longer than six years, making customer education essential for informed decisions.

6. Customer Feedback Reveals Payment Negotiation Frustrations

Car buyer experiences provide valuable insight into the challenges shoppers face and the changes dealerships need to make. CDK Global customer feedback highlights concerns about price flexibility and the ability to make financially responsible decisions. Many buyers feel that negotiating the final sale price is unnecessarily complicated. Some customers believe they could have received a better deal, while others feel dealerships are unwilling to reduce prices despite their efforts. This feedback shows that shoppers are increasingly focused on getting better value and maintaining control over their purchase decisions.

Customer Voices Highlight Issues:

• Buyers want better flexibility
• Payment concerns remain important
• Pricing affects satisfaction levels
• Customers value understanding teams
• Negotiations shape experiences

CDK Global customer feedback shows that auto buyers are increasingly focused on making financially responsible decisions while controlling purchase costs. Many shoppers want to negotiate final prices to keep purchases within their budgets and expect dealerships to understand their affordability concerns. Buyers are frustrated when they cannot reduce costs or avoid additional expenses. The research suggests that dealerships should offer greater pricing flexibility and consider customers’ financial responsibilities to improve satisfaction during the buying process.

7. Dealership Efficiency Becomes a Positive Customer Experience Factor

While the car-buying process can be complicated by a number of difficulties, the overall effort involved in completing the purchase remains reasonably consistent, according to CDK Global research. According to CDK Global findings, the majority of auto buyers (55 percent) indicated that the overall timing of the dealership process was about right. This marks the highest level since the beginning of the year, as the average for 2025 was only 49 percent. This data suggests that auto dealers seem to be successful in managing the customer’s expectations in relation to the time needed to complete the purchase. A reasonably priced and easily accessible vehicle remains a challenge for many car shoppers. Yet, the CDK Global report indicates that many auto buyers are willing to navigate the difficulties of the car-buying process, as the overall effort involved in the purchase remains only modest.

Improving Dealership Experience:

• Process timing shows improvement
• Buyers appreciate efficient service
• Long visits need management
• Helpful staff improves experiences
• Efficiency supports satisfaction

According to the CDK Global data, many car buyers are willing to invest additional effort in the car-buying process in order to receive a vehicle that satisfies their expectations. In particular, the CDK Global research highlights one buyer’s experience, which illustrates the importance of ensuring that the timing of the car-buying process is appropriate. The customer mentioned that the length of the dealership process was close to six hours, which they attributed to test-driving, negotiation, and final preparation. However, the car buyer was satisfied with the dealership experience, which was enhanced by the friendly attitude of the salesperson and the helpfulness of the staff. This indicates that the auto shopper was willing to put in extra effort in order to receive a satisfactory purchasing experience. Thus, the CDK Global findings suggest that the effort associated with the car-buying process is only modest, which allows the auto buyer to receive a satisfactory level of satisfaction as long as their expectations are met.

8. June Data Revealed Major Drops in Buyer Satisfaction

CDK Global research shows that the auto dealer market is highly sensitive to changes in customer satisfaction. The percentage of buyers who found the vehicle-purchasing process easy dropped from 90% in May to 77% in June, marking the largest monthly decline since the study began tracking satisfaction levels three years ago. Nearly all areas measured in the CDK Global Ease of Purchase Scorecard declined, including inventory availability, financing, and pricing concerns. The findings highlight how multiple factors can quickly impact the overall car-buying experience.

June Satisfaction Decline Factors:

• Buyer satisfaction dropped sharply
• Multiple areas faced challenges
• Inventory affected customer choices
• Financing became more difficult
• Process issues increased frustration

CDK Global data shows that inventory availability challenges were a major reason for declining customer satisfaction in June 2025. Only 67% of shoppers found their desired vehicle easily, compared to 74% in May. As demand for specific models increased, 15% of buyers purchased vehicles already in dealership stock, up from 9% in May, while factory orders and transport purchases declined. The findings suggest that dealers struggled to meet demand as customers increasingly researched vehicles and dealership inventory before purchasing, impacting overall satisfaction.

9. Financing and Dealership Operations Face Growing Challenges

Financing and insurance (F&I) challenges continue to add complexity to the car-buying process. CDK Global’s June 2025 research shows that economic conditions are making financing more difficult for many shoppers. Only 53% of buyers found the application process straightforward, compared to 67% in May. Credit conditions and interest rates are also influencing buyer concerns. Satisfaction with choosing additional F&I products dropped to 57% in June from 66% in May, while paperwork satisfaction declined to 68% from 74%, highlighting growing challenges in dealership operations.

Operational Challenges Impact Buyers:

• Financing became more difficult
• Credit conditions affected purchases
• F&I satisfaction declined
• Paperwork created additional friction
• Economic pressure shaped experiences

CDK Global findings show that dealership operations continue to impact the overall car-buying experience. Many buyers are concerned about additional expenses from F&I products and the complexity of completing purchase paperwork. The June 2025 study highlights that shoppers often find the paperwork process time-consuming and difficult, adding frustration to the buying journey. The research suggests that dealers should address these operational challenges by improving transparency, reducing unnecessary costs, and helping customers make informed decisions more easily.

10. CDK Global Technology Helps Dealerships Create Smoother Experiences

Auto dealers are facing growing challenges related to financing, insurance, inventory availability, and pricing flexibility while trying to deliver a better car-buying experience. CDK Global research highlights that managing these concerns at the same time is increasing pressure on the purchase process. As a customer relationship management company, CDK Global provides software tools that help dealerships streamline operations and improve the digital buying experience. Used by thousands of dealership locations, its solutions support franchised dealers, heavy truck dealers, motorcycle dealers, and repair facilities. CDK Global helps clients operate more efficiently while meeting evolving customer expectations.

Technology Supporting Dealership Growth:

• Integrated systems improve workflows
• Platforms connect dealership operations
• Digital tools simplify processes
• Customer journeys become smoother
• Technology reduces retail friction

CDK Global’s operations are built around its Dealer Management System (DMS), which integrates various aspects of dealership operations. The centralized DMS helps dealers improve efficiency while creating a smoother car-buying experience for customers. Along with the DMS, the Customer Relationship Management (CRM) module helps dealerships engage customers and increase sales opportunities. CDK Global also offers solutions such as the Fixed Operations Suite, Modern Retail Suite, and Finance and Insurance module. Together, these tools help dealerships improve operations, enhance customer satisfaction, and achieve greater success.