Are car buyers still choosing dealerships over online‑only sales? – 2024 insights
75% of car buyers still prefer seeing and test‑driving in a dealership. Find out why online‑only purchases are falling.
What the latest Cazoo panel reveals
The Cazoo Consumer Insight Panel surveyed 2,008 car‑buying decision‑makers across the UK. The result is clear: 72 % said they want to see, test‑drive and purchase a vehicle at a dealership. This proportion has remained steady over the last three surveys, confirming a persistent preference for physical showrooms.
Shifts in online‑only behaviour
While the core “dealership first” figure stays constant, the way buyers combine offline and online steps is moving slightly. Those who would test‑drive at a dealer and then complete the purchase online rose from 19 % in 2022 to 21 % now. Conversely, the segment that wishes to view and buy a car solely online fell from 11 % to 8 % over the same period.
Why showrooms still matter
Lucy Tugby, chief marketing officer at Cazoo, explains that the interpersonal element of a dealership is “invaluable for building trust and relationships”. Even as digital marketplaces aid the search and discovery phases, most shoppers still crave the certainty that comes from a face‑to‑face interaction before they sign the contract.
Human contact versus AI assistants
When asked about communication preferences, 53 % of respondents said they would rather speak to a real person than an AI‑driven phone assistant. That willingness drops to 42 % among participants who had already interacted with an AI system, indicating that experience with the technology can affect confidence.
Tugby adds that AI assistants are becoming more common in car retail, but “acceptance will ultimately be driven by trial, experience and improving AI tech”. She cautions dealers to manage AI deployment carefully and not underestimate the impact of positive human interactions.
Implications for dealers and online platforms
The findings suggest that dealers should continue to prioritise showroom experiences while integrating seamless digital tools for the later stages of the buying journey. Providing clear pathways from an in‑person test‑drive to an online finance application can capture the growing 21 % who prefer a hybrid approach.
At the same time, any AI‑based contact solutions should be introduced gradually, with clear fallback options to a live adviser. This balances efficiency with the proven need for personal reassurance that most UK buyers still expect.