Key findings:

  • 44% of Britons have visited an auto showroom or dealership in the past three years, forming a sizable in-person audience for brands.
  • Transparent pricing is the top motivator for buying in-store, cited by 52% of recent visitors; 42% say matching online and in-store prices also increases their likelihood to buy.
  • Servicing or repair is the most common reason for visiting, reported by 38% of recent visitors, ahead of browsing (33%) or purchasing (25%).
  • A positive experience hinges on people and tone: 55% cite knowledgeable staff and 51% cite no sales pressure, while 55% say a pushy or one-way pitch creates a negative experience.

Today, many parts of the car-buying journey can take place online, but physical showrooms and dealerships continue to play a meaningful role in the market. A number of global automakers are still expanding their on-the-ground presence in the UK. Recent activity includes Geely Auto opening its first UK dealership in Essex, Leapmotor announcing plans to build an 80-strong dealer network by the end of 2025, and BYD reaching the milestone of 100 UK dealerships.

Against this backdrop, we look at the pull these spaces still have among Britons, and what consumers expect from the in-store experience.

Fresh data from YouGov Self-serve shows that while most Britons haven’t set foot in a car dealership or showroom in the past three years, a sizeable 44% have — a group we refer to as recent visitors, and a meaningful in-person audience for automakers to influence.

Pricing clarity most increases the likelihood of buying a car in-store

Among recent visitors, transparent pricing is the top driver for choosing in-store over online. More than half (52%) say clear, upfront pricing makes them more likely to choose a showroom or dealership over a digital purchase. A further 42% say price shown online being honoured in-store would improve the likelihood for them.

Practical conveniences also matter — from the option of a home or extended test drive (29%) to services like pick-up and drop-off for maintenance (24%). Other features include a two day return or exchange window (17%), digital-to-store handoff (14%), express lane appointments (11%), an EV or hybrid specialist desk (11), women-only consult hours (7%) and kids’ areas and quiet spaces (4%).

Servicing and repairs dominate showroom and dealership visits

For recent visitors, the most common reason for setting foot in a showroom or dealership isn’t browsing or buying a new car — it’s servicing or repair. Nearly four in ten recent visitors (38%) went in for maintenance work. Browsing or comparing models (33%) and speaking to staff for information (32%) are also common reasons, followed by collecting a vehicle (30%). A quarter placed an order or purchased a vehicle (25%) or took a test drive (25%), highlighting that routine maintenance and information-seeking form a considerable share of visit purposes.

Men and women show some differences in what brings them through the door. Among recent visitors, men are more likely than women to report visiting for servicing or repair (44% vs. 31%) and for trade-in or appraisal discussions (15% vs. 8%). Women, meanwhile, are slightly more likely to have visited to speak to staff for information (34% vs. 31%) or place an order (27% vs. 24%). Despite these differences, both groups show similar rates for test drives and collecting a vehicle.

But is it just the one showroom or dealership people visit before making up their mind?

Nearly six in ten (57%) of recent visitors say they visit one to two showrooms or dealerships before deciding on a vehicle purchase. A quarter (26%) visit three to five establishments, 2% visit six or more and nearly one in ten (9%) say they don’t visit any.

The in-store experience still matters to most recent visitors

While recent visitors use showrooms and dealerships for a wide range of purposes, the in-person environment itself has a role to play. Two-thirds of recent visitors consider the in-store experience important, including 28% who say it is extremely important and 39% who say it is very important. A quarter consider it somewhat important. Only a small minority (8% in total) feel the in-person experience holds little or no importance.

Most recent visitors report positive in-store experiences

Among those who have visited an auto showroom in the past three years, the experience has generally been favourable. A majority, 80%, describe their most recent visit as positive, including 38% who say it was very positive and 42% who say it was somewhat positive.

Only a small minority report a negative experience (5% in total), while 15% say it was neither positive nor negative.

What shapes an in-store experience for car buyers

Among recent visitors who say the in-store experience is important to their car-buying journey, clear patterns emerge in what lifts a visit, and what can sour it.

What makes an in-store experience positive

Two elements stand out clearly. The strongest contributors to a positive visit are staff knowledge and helpfulness (55%) and an environment where there is no pressure to make a purchase (51%). These interpersonal factors outweigh everything else, including the ability to test-drive a car (41%) and transparent pricing or financing (31%).

Short waiting times (24%), a good variety of vehicles (22%) and a comfortable atmosphere (22%) also matter. Technical knowledge plays a role too: 14% say staff understanding of new technologies improves the experience.

Gender differences appear at the margins. Women are more likely than men to value knowledgeable staff (60% vs. 52%) and a pressure-free approach (57% vs. 46%), while men place more emphasis on staff understanding of new technologies (17% vs. 8%).

Overall, a good in-store experience is one where expertise, clarity and a respectful, non-pushy interaction all align.

What turns an in-store experience negative

When looking at what can sour an in-store visit for those who consider these experiences important, the patterns are equally clear. The biggest driver of a negative experience is a one-way or pushy sales pitch, cited by 55% of this audience. This is followed by add-ons being pushed strongly (38%), a trade-in offer falling below expectations (30%), and pricing or fees not being clearly explained (28%).

Operational issues also matter, including staff lacking knowledge of new technologies (27%), unavailability of test drives (27%), and poor cleanliness or amenities (23%). Stock not being available on arrival (20%) and mismatches between a vehicle shown and its online listing (17%) contribute to frustration as well.

There are notable gender differences: women are more likely than men to be put off by pushy sales behaviour (61% vs. 50%) and by unclear explanation of pricing or fees (33% vs. 24%). Men, meanwhile, are slightly more sensitive to poor cleanliness (25% vs. 21%), staff not having inquiry details on hand (19% vs. 13%) and a credit check run they didn’t consent to (13% vs. 9%).

Altogether, negative experiences tend to stem from pressure, opacity, or operational breakdowns, the exact opposites of what consumers say make their visits positive.

Physical auto showrooms still play a meaningful role in how Britons shop for cars but success hinges on getting the basics right. Transparent pricing, knowledgeable staff and a pressure-free atmosphere matter far more than flashy add-ons. For brands investing in their UK retail footprint, the opportunity lies in building trust, reducing friction and keeping the experience human, even if a chunk of the experience moves online.

Methodology: 

YouGov polled 1,500 UK adults online on November 7, 2025. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, education level, region, and social grade. The margin of error is +/-2.5% for the overall sample.

Image: Getty Images

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