A new report from CDK Global has revealed a sharp decline in car buyer satisfaction, marking one of the lowest points in recent history. According to CDK data, a combination of inventory shortages, higher vehicle prices, and lengthier buying processes has left shoppers increasingly frustrated with their dealership experience.
In May, 90 percent of customers responded that it was easy to buy a car, in June, that number dropped to just 77 percent. This marks the sharpest monthly drop in satisfaction levels ever recorded in CDK’s three years of tracking buyer sentiments. Ease was also not the only metric that saw a downturn as nearly everything on the CDK Ease of Purchase Scorecard declined.
Root Causes Behind the Decline
Two primary factors emerged as major contributors to the dissatisfaction spike in June. Inventory shortages, a long-running challenge for dealerships, continued to impact buyers, with only 67 percent saying it was easy to find the exact vehicle they wanted, compared to 74 percent in May. More buyers opted to settle for a different car than initially desired, with 15 percent choosing an in-stock alternative, up from nine percent the previous month. Meanwhile, factory orders and transit purchases both declined, as consumer patience wanes.
Shoppers are coming into the market with high expectations, especially after years of rapid advancements in digital tools and online purchasing options. Unfortunately, these efforts are being currently being overshadowed by inventory availability and its affecting satisfaction.
Compounding the inventory woes were significant setbacks in the finance and insurance (F&I) process. Ongoing national credit issues have hit buyers hard, with only 53 percent saying it was easy to apply for financing, plunging from 67 percent in May. This figure normally sits above 60 percent and dropped below that threshold for the first time since February 2025. Buyers also reported struggles with selecting additional F&I products, which fell to a 57 percent satisfaction rate from 66 percent the month prior. Even the ease of routine steps, like completing paperwork, saw a decline, dropping to 68 percent from 74 percent in May.
Erosion of the Dealership Experience
With credit tightening, interest rates fluctuating, and vehicle prices rising, agreeing on the final price is yet another significant pain point. Satisfaction in this area dropped to 56 percent in June from 65 percent in May. The issue extended to trade-in valuations, with less than half of buyers finding it easy to agree on a trade-in value, down from 55 percent the previous month. This is especially surprising given how active the used car market has been over the past few months.
Adding to the frustration, the time required to complete the purchasing process increased, with 36 percent of buyers reporting that the process took longer than expected, up from 31 percent in May. This makes it one of the only metrics that increased in June, however it’s a metric that dealerships would prefer to keep as low as possible. Only 18 percent reported that they spent less time at the dealership than they expected and it’s easy to imagine those 18 percent were happy with their car buying process. With customers already displeased with available inventory and pricing, forcing them to stay on site longer than they want is a surefire way to lead to dissatisfaction.
Moving Forward
Despite the slump in satisfaction, there are opportunities for improvement. Enhancing customer service clarity, streamlining the F&I process, and managing buyer expectations could go a long way toward curbing the dissatisfaction. Addressing inventory shortages remains a top priority for the industry, but that may not be doable as economic factors like tariffs may persist throughout the summer.
There’s no easy fix to the current underlying systemic issues. However, dealerships that are proactive in communicating with customers will fare better in retaining brand loyalty during these turbulent times.
Digital Dealer Conference & Expo is coming to Mandalay Bay, Las Vegas, NV this October 14-15! Register today and see great exhibitors like CDK Global at Booth #311.
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