Most buyers now walk into the showroom knowing which car they want, because they've already compared prices online and asked ChatGPT for a shortlist. But the visit itself often lets them down. Recent industry research found that 58% of US car buyers ran into a problem at the dealership, up from 47% the year before. In other words, many deals are lost after the buyer has already decided to buy.

This report brings together the latest research from the US, Europe and the GCC on how buying behavior is changing. More importantly, it shows where deals stall inside the dealership and what other dealerships are doing differently in 2026.
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What’s inside?‍

• How ChatGPT and other AI tools have become the first stop for car buyers
• What buyers in every market now expect, from honest pricing to after-sales
• The moments that lose the sale, like long finance waits and test drive delays, with a simple fix for each
• Why hiring more staff didn't make car buyers happier, and what works instead
• Where dealers are putting their money in 2026

Download your free copy today.

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