With online car shopping more convenient than ever, it’s easy to assume that physical dealerships might be losing their place in the buying journey. But a new 2025 report from experience agency ChangeUp shows the opposite is true: dealerships still play a vital role — not just in closing a sale, but in helping customers feel confident, informed, and excited about their purchase.
The study surveyed 1,200 U.S. consumers who had bought a new vehicle in the past three years (excluding Tesla buyers to focus on traditional retail experiences). What surfaced is a clear picture: even as digital tools expand, in-person dealership visits remain essential, especially for younger buyers and first-time owners navigating a sea of options.
When It Comes to Confidence, Nothing Beats In-Person
According to the report, 84% of shoppers said the dealership visit directly influenced their decision to buy. In fact, three out of four buyers under age 45 weren’t sure which vehicle was right for them until they stepped foot on the lot. The test drive alone was cited by 69% of respondents as the most important part of their buying journey — up sharply from just 42% a year prior.
This shows that even with growing digital tools, there’s still something powerful about getting behind the wheel, seeing the car up close, and talking through questions in real-time. In short, physical experiences help turn “maybe” into “yes.”
Design and Atmosphere Shape Perception
It’s not just about what happens at the dealership, but also about how it feels. Nearly 60% of shoppers have walked away from a dealership based on how it looked. And 82% said a well-designed dealership made them feel more positive about the brand itself.
That first impression matters. Clean, modern, and welcoming showrooms can inspire trust and elevate a brand’s image, while outdated or cluttered spaces may unintentionally push buyers away.
Good Experiences Build Loyalty, Bad Ones Cost You
The report also revealed that a whopping 90% of buyers said the dealership experience gave them confidence they were making the right choice. And that trust extends beyond the sale. Nearly half of respondents felt more positively about the dealership after a service visit — but 80% said they’ve warned others to avoid a dealer after a bad one.
This highlights how service departments play a powerful, often underappreciated, role in shaping long-term opinions and customer referrals.
Younger Buyers Still Want to Visit the Dealership
While it’s true that 80% of buyers now want to do more online (up from 69% in 2023), that hasn’t erased the appeal of in-person visits. A strong majority — especially those in their 20s and 30s — still enjoy going to the dealership when shopping for a car. For many, it’s a key part of the experience, not just a step in the process.
That blend of digital convenience and physical connection is where dealerships can shine: bridging online research with real-world reassurance.
More Than a Transaction, It’s a Touchpoint
As the report puts it, today’s dealership is no longer just a place to sign paperwork; it’s a space where brands come to life. It’s where questions are answered, doubts are resolved, and test drives turn into decisions. Especially in an era of high inventory and broad vehicle choice, that personal connection can be the difference between hesitation and action.
In other words, the dealership isn’t fading; it’s evolving. And for buyers across generations, it still matters.