Recent reports by Cox Automotive show that consumers’ vehicle-buying satisfaction increased last year despite rising prices and tariff concerns.
According to the 16th annual Car Buyer Journey Study from Cox Automotive, consumers are shifting their approach to car buying and finding greater satisfaction in the process. Sixty-three percent told Cox they prefer an omnichannel approach that blends online and in-store experiences. Dealership satisfaction rose three points to 76%, just shy of the all-time high of 77% in 2020.
“When dealers deliver intelligent, seamless experiences, it works: 84% of shoppers who lean into AI-powered online tools report high satisfaction,” said Cox Automotive President of Retail Solutions Lori Wittman.
Tariffs hikes prompted some buyers to accelerate their purchase decisions in 2025, which fueled strong sales in the first half of the year. Sixty-eight percent of buyers who purchased sooner said they were satisfied with the prices they paid.
Based on Kelley Blue Book’s latest report, those buyers are probably grateful for their early decisions, as the average transaction price of new vehicles hit an all-time high in December of $50,326. Midsize SUVs and full-size pickup trucks were major contributors to the increase as they outperformed in the month.
“We typically see elevated prices in December, as the market delivers a strong mix of high-end and luxury vehicle sales,” said Cox Executive Analyst Erin Keating. “It’s important to remember, the Kelley Blue Book ATP is a reflection of what was sold in a given month, not what is available.”
The average price paid for a new electric vehicle in December was $58,034, up from $56,691 a year earlier. Tesla, still the best-selling EV brand in the U.S. despite falling in the past two years, had an average price of $53,680, lower by about 3% year-over-year.
