The latest CarEdge Car Buyer Satisfaction Survey shows that an informed approach to car buying leads to a more satisfying and seamless experience, with 87% of respondents reporting high satisfaction with their purchases. This is significantly higher than industry averages and highlights the importance of buyer empowerment. From pricing expectations to dealership loyalty and specific aspects like trade-ins and add-ons, this report uncovers the ways that knowledge and preparation enhance the car-buying experience for consumers. These findings also reveal opportunities for the automotive industry to earn lasting customer loyalty.
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Informed Car Buyers Report Higher Satisfaction
Among 500 CarEdge Community members surveyed in October 2024, 87% reported being either “satisfied” or “very satisfied” with their vehicle purchase experience, far exceeding the 69% satisfaction rate reported by Cox Automotive’s latest industry survey. This higher satisfaction reflects the value of a well-informed buyer: 82% of CarEdge respondents felt fully prepared with the information needed to make an informed purchase decision.
The CarEdge Community’s sense of empowerment shows how buyer education can significantly impact satisfaction. Entering the dealership with an understanding of market conditions and financing options allows buyers to avoid common pitfalls, leading to more favorable interactions with dealers and less buyer’s remorse.
Price Expectations: Fewer Buyers Met With Sticker Shock
Price expectations play a crucial role in satisfaction. Among CarEdge survey respondents:
- 49% reported paying exactly what they expected.
- 15% managed to pay less than expected.
- 32% paid slightly more than expected, lower than the 49% reported in Cox Automotive’s broader survey.
These results highlight how empowered buyers with transparent price expectations experience fewer surprises when it comes time to finalize the deal. Transparent, data-driven resources bridge the expectation gap, enabling more accurate price forecasting and helping buyers secure deals with greater confidence.
BMW, Ram, and GMC Buyers Have the Most Dealership Loyalty
The CarEdge Car Buyer Satisfaction Survey revealed that dealership experiences play a pivotal role in fostering brand loyalty, with some car brands emerging as clear leaders in inspiring repeat business. Among the survey’s findings, BMW, Ram, and GMC ranked highest for dealership return rates, with more than three quarters of buyers indicating they would return to the same dealership for their next vehicle. This level of loyalty highlights a strong sense of trust and satisfaction among buyers of these brands, reflecting positively on dealership practices.
In contrast, brands with lower return rates underscore the importance of positive dealership interactions. Ford, Chevrolet, and Cadillac saw the lowest return intentions among survey respondents, with just one quarter of buyers expressing interest in purchasing from the same dealership again. These findings suggest that experiences such as transparency and pressure-free interactions play a major role in shaping loyalty
Dealership Loyalty: Room For Improvement
The dealership experience remains central to car buyer satisfaction. CarEdge’s survey reveals that:
- 69% would recommend their dealership to friends and family.
- 60% would consider returning to the same dealership for a future purchase.
- 17% reported they would not return to the same dealership.
While satisfaction levels with dealerships are high, a significant proportion of buyers remain cautious. This finding suggests that while most dealerships succeed in delivering positive experiences, more could be done to foster long-term loyalty by improving transparency, maintaining honest communication, and minimizing high-pressure tactics.
Persistent Pain Points: Trade-Ins and Add-Ons
While satisfaction with the overall car-buying experience is high, certain areas continue to cause buyer frustration:
- Trade-Ins: Among the 222 respondents who traded in a vehicle, 20% reported dissatisfaction with the process, highlighting the need for fairer trade-in valuations.
- Warranty and Service Packages: 14% of respondents reported dissatisfaction with warranty and service offerings, citing unclear terms or high costs as the primary issues.
- Add-On Services: 20% of respondents felt pressured into purchasing add-ons such as extended warranties or accessories, with 13% reporting unclear pricing on these items.
Improving transparency in these areas would lead to better buyer experiences, as customers feel less pressured and more in control of the transaction.
EV Buyers Are More Satisfied with Their Purchase
The CarEdge survey also revealed that satisfaction varies by powertrain. Among all respondents, 5.5% had purchased an electric vehicle (EV), and EV buyers reported a higher overall satisfaction score of 4.7 compared to 4.4 for internal combustion engine (ICE) vehicles.
Notably, 48% of EV buyers had purchased Tesla models, and 76% bought new EVs rather than used. The data suggests that EV buyers, especially those opting for new models, are generally more satisfied with their purchase experience.
Conclusion: Empowered Buyers are Satisfied Buyers
The findings from the CarEdge Car Buyer Satisfaction Survey highlight the positive impact of a well-informed car-buying approach. Buyers who are equipped with clear expectations and market insights experience smoother transactions, greater pricing transparency, and higher satisfaction. This trend is beneficial for car buyers, dealerships, and the broader auto industry as transparency fosters trust and strengthens relationships.
I recently used car edge to assist my daughter in the purchase of her new Subaru Outback Limited. The information and training from car edge videos and website were invaluable and we were successful in hitting the recommended fair price plus some with no difficulty.
During the final negotiations an issue came up that I don’t believe Car Edge or anyone in the auto industry is addressing came up.
When discussing dealer extended warrantees the dealership made a very good case for additional coverage due to the technology that is now being put into new cars. Some of which is very proprietary to the vehicle OEM’s.
I am not a neophyte to technology having a 30 year carrier in FAA Repair station experience mostly in aircraft hydraulics and electromechanical systems. When you are talking about Boeing, Airbus etc. and the various system subcontractors for these manufacturers, much of the technology is proprietary. Apparently this level of sophistication in automotive systems have also attained the same complexity rivaling that of aircraft.
In the case of Subaru and the dealership I was negotiating with this took shape in the complexity of several Subaru design features. Generally, we were told that many independent auto repair stations will not touch the new technology Subaru’s due to the integrated features they nave. Independent repair station lack the diagnostic equipment and software necessary to service these cars.
Simply put, a windshield replacement is no longer simply replacing the glass. The tint is proprietary to Subaru. The windshield and camera system is integrated with the windshield. The Outback is a 4 wheel drive car but the power staring is not hydraulic, its electromechanical and integrated with the cars electronic system. Any independent repair station attempting to service the newer cars will lack the programing codes to properly reset the the cars fault code systems making your dash light up like a Christmas tree.
This lead us to the decision to “drink the cool aid” and opt for one of the lessor extended warranty packages, which during the finance breakdown added little to the purchase price of the car.
All of this is to say that it appears that the OEM Subaru) has created a revenue stream for its dealerships simply through the sophistication of design in their vehicles. Add to this scenario the cost of replacing one part in such a complex system that is only available from the OEM and can only be programmed using a device costing 50K to diagnose and program for use.
Examples abound in the risk analysis to purchase additional coverage for such a complex system. The OEM only covers the case for the CVT for 3 years not the innards. After that its thousands to service the transmission without the “insurance” of additional coverage.
So how is Car Max addressing this? I see no information or guidance being offered in this trend to these more sophisticated system and the “got-ya” factor of proprietary design and software availability. Would really like to see some of this come up in your YouTuber videos and how to deal with this.
Sorry for the late reply, thank you for sharing. This is intriguing, I will share it with our team. Thanks! Car buying should NOT be so complicated.