How Americans Research, Buy, and Maintain Cars
New Morning Consult research maps the car-buying journey — from first search to final signature — across every generation of American consumer.
Car buying looks different depending on who's doing it. Boomers walk onto a lot and decide within a week. Gen Z researches for months, finances online, and skips the dealership altogether. For automotive brands, dealerships, and lenders, understanding this generational divide isn't optional — it's the difference between showing up at the right moment and missing the sale entirely. This report draws on surveys of more than 14,000 Americans conducted over 10 months to deliver a clear, data-driven picture of how consumers actually research, evaluate, and buy cars today.
Authors
Bobby Blanchard
Sr. Director Audience Development
What’s Inside the Report
The Digital Shift — by Generation: Online research is gaining ground, but in-person still closes the deal. Find out exactly where each generation draws the line.
Decision Speed: 35% of Americans decide within a week of choosing to buy. Boomers move even faster. Gen Z is a different story entirely.
Where Cars Are Actually Bought: Two-thirds of purchases still flow through physical dealerships — but that share is shrinking fast among younger buyers.
Self-Driving Sentiment: Half of Americans remain uncomfortable with autonomous vehicles, and that number has barely moved in a year. See the generational breakdown.
Brand Trust Across Segments: Chevrolet leads in overall trust — but drops to #6 among high-income buyers. Toyota and BMW dominate at the top end. See where \ automotive brands stand across key demographics.
Insights into the car buying journey, including a shift to online purchases
