Consumers are changing how they buy, and those shifts extend to vehicle shopping.
A new Harris Poll study, Challenger Retail 2025, shows that shoppers are becoming more careful and value-conscious as they adapt to higher costs and economic uncertainty.
For car dealers, that shift matters. The study found that 43 per cent of shoppers plan to switch to lower-priced products, and 26 per cent are prepared to change retailers when they do not see fairness or trust in the offer.
That suggests a buying environment where loyalty is more fragile, and transparency and customer experience have greater influence than incentives or promotions.
Millennials continue to dominate retail spending, accounting for more than one-third of all shoppers. They are now in their prime vehicle-buying years, balancing family priorities and budgets while looking for quality and dependable service.
Gen Z, while smaller in spending power, is shaping expectations across all sectors by valuing authenticity, sustainable choices, and brands that align with their personal values
The study highlights that the most successful brands are protecting margins and maintaining loyalty through clear value storytelling, reliable service, and a simplified purchase experience. Dependability, good value, and trustworthiness are the brand qualities most linked to long-term success
For dealerships, those same qualities can strengthen customer retention and build positive word-of-mouth.
“Inflationary times have forced companies to compete on ingenuity over incentives,” said Justin Pincus, Managing Director of QuestBrand by The Harris Poll. “Smart marketing doesn’t chase cheap — it builds value people can see and believe.”
For automotive retailers, the takeaway is straightforward: the expectations shaping retail today are the same ones influencing vehicle buyers.
Consumers are comparing experiences across industries, not just between dealerships. They want to feel confident in the process, understand the value they are getting, and trust the people they are dealing with.
The retail lessons in Challenger Retail 2025 apply directly to the showroom. Value, trust, and dependability remain the strongest drivers of purchase momentum, in any market.
