Key findings:

  • 37% of Americans have visited an auto storefront, showroom, or dealership in the past three years.
  • Transparent pricing is the top motivator for buying in-person, cited by 56% of recent visitors.
  • Servicing or repair is the most common reason for visiting, reported by 45% of recent visitors, ahead of test drives (36%) and browsing (33%).
  • A positive visit hinges on a pressure-free, transparent environment, pushy sales pitch is the biggest driver of a negative experience.

The car-buying journey is no longer strictly offline as platforms like Carvana, CarMax, CarGurus, and even Amazon expand the online car-sales landscape. Traditional showrooms and dealerships are evolving in response, Ford, for example, has introduced its new “Signature” retail spaces designed around comfort, transparency and long-term relationships. In this hybrid ecosystem, the showroom remains a tangible anchor but one that now needs to offer far more than just cars.

Against this backdrop, new data from YouGov Surveys: Serviced sheds light on dealership and showroom visits, what drives Americans there, and what they expect once they walk through the door.

While a majority (63%) of Americans say they haven’t visited an auto storefront, showroom, or dealership in the past three years, 37% say they have — a group we refer to as recent visitors in this piece. 

Pricing clarity, price alignment and hospitality make US buyers more likely to buy offline

Among recent visitors, transparent pricing stands out as the strongest motivator for choosing to buy a car in-store rather than online. More than half (56%) say clear, upfront pricing would make them more likely to purchase from a dealership or showroom.

A further 41% value the price shown online being honored on-site. On-site hospitality also matters to many buyers: 34% cite the atmosphere or experience of the space, including being greeted, having a comfortable waiting area, or being offered refreshments.

Other motivators include a 48-hour return window (22%), the option of a home or extended test drive (18%), and maintenance support such as pick-up and drop-off services (17%).

Servicing and repairs dominate showroom and dealership visits

For recent visitors, the most common reason for walking into a dealership or showroom isn’t browsing for a new model, rather servicing or repair. Nearly half (45%) say this was the purpose of their most recent visit.

Test drives remain a major draw, with 36% taking one on their last trip. Meanwhile, a third browsed models (33%) or spoke to staff for information (32%). Three in ten (29%) placed an order or purchased a vehicle, and one in four (24%) negotiated price.

  • Women are also more likely to have placed an order or purchased a vehicle (34% vs. 25%)
  • Men are more likely to browse models (36% vs. 28%) or negotiate pricing (27% vs. 20%)

The on-site experience matters to most recent visitors

Among Americans who have visited a showroom or dealership in the past three years, the in-person environment plays a major role in the car-shopping journey.

A sizeable proportion say the in-store experience is important, including:

  • 44% who say it is very important, and
  • 40% who say it is somewhat important

Only 16% in total say the in-store experience holds little or no importance.

Most recent visitors report positive in-store experiences

Recent visitors have generally found their visit to be favourable. A majority, 72%, describe their most recent visit as positive, including 34% who say it was ‘very positive’ and 38% who say it was ‘somewhat positive’.

Only a small minority report a negative experience (8% in total), while 20% say it was neither positive nor negative.

What makes an in-store experience positive

Among recent visitors who say the in-store experience is very important, a pressure-free, transparent and knowledgeable environment defines what good looks like.

The top contributors to a positive experience for this group are:

  • No pressure to make a purchase (54%)
  • Transparent pricing or financing (47%)
  • Staff knowledge and helpfulness (46%)
  • Ability to test-drive cars (43%)

Short waiting times or prompt attention (23%), variety of vehicles (21%) and a comfortable atmosphere (16%) also play a role. Fewer cite staff understanding of new tech (9%) or accessible locations (8%) as primary factors.

Women place more emphasis on staff knowledge or helpfulness (51% vs. 41%) and the ability to test drive cars (46% vs. 40%), while men over-index on valuing the atmosphere or comfort of the space (21% vs. 11%). 

What makes an in-store experience negative

Negative experiences overwhelmingly stem from pressure, unclear pricing and add-on tactics for recent visitors who consider the in-store experience very important. 

The biggest contributors are:

  • A one-way or pushy sales pitch (52%)
  • Prices or fees not clearly explained (40%)
  • Add-ons being pushed strongly (40%)
  • Trade-in offers falling below expectations (34%)
  • Finance rates being much higher than quoted (30%)

Other issues, such as unavailable test drives (21%), higher in-store pricing than online (21%), poor cleanliness (19%) or credit checks run without clear consent (18%), also sour the experience.

Women are slightly more sensitive to pushy sales and unclear pricing (53% vs. 50%), while men show marginally higher sensitivity to test-drive and finance-related issues.

US auto dealerships or showrooms continue to matter, as sales hubs, service centers, information sources and trust-building touchpoints. For automakers and retailers the opportunity lies in creating spaces that reduce friction, build trust, and support buyers throughout the shopping and ownership journey.

Methodology:

YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online between November 14 – 18, 2025, with a nationally representative sample of 2,032 adults (aged 18+ years) in the US, using a questionnaire designed by YouGov. Data figures have been weighted by age, race, gender, education, and region to be representative of all adults in the US (18 years or older), and reflect the latest population estimates from the Census Bureau’s American Community Survey.

Image credit: Getty Images

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