Cox Automotive Study Finds Digital Retailing, External Partnerships and AI Key to Dealer Success and Profitability

ATLANTA, June 25, 2025 -- Cox Automotive's Digitization of Automotive Retail Study reveals a growing momentum toward more efficient, connected, and AI-enabled vehicle retailing. As consumer expectations shift, nearly half of franchise dealers now offer a fully online purchase experience—doubling in just two years—marking a decisive industry evolution that also links increased digitization to profitability.

The research highlights that 7 in 10 buyers say completing steps online saves time and improves their experience, while 83% of dealers acknowledge customers often repeat steps in-store due to inconsistent online data. To close this gap, high-performing dealers are increasingly turning to third-party partnerships and integrated AI tools.

"Forcing car buyers down one purchase path is no longer considered a best practice. Today's most successful dealers are rethinking the retail journey—creating seamless transitions between online and in-store, powered by automation, clean data, and personalization," said Lori Wittman, President of Retail Solutions at Cox Automotive. "This study reinforces our mission to support dealers in building the omnichannel, customer-first experiences consumers now demand. Opening all paths to purchase and connecting them is even more important in this rising cost environment we're all facing."

Additional findings include:

62% of dealers use multiple retailing tools, creating challenges around data consistency and integration.
High-performing dealers offer more online steps and are 53% more likely to use AI—leading to higher close rates and profitability.
While 83% of consumers believe AI will impact future vehicle purchases, only 37% of dealers consider it essential today.

The study supports Cox Automotive's omnichannel approach and builds on the company's connected retail ecosystem strategy, showing how modern, connected experiences are not only desired—they're expected- and profitable.

For more insights, download the full ebook covering the study, The Omnichannel Dealership: https://www.coxautoinc.com/retail/omnichannel-dealership