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Car Buying Journey : Case Study, Factors, Stages & More

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Car shoppers go through various stages in the buyer cycle, called the “Car Buying Journey,” before making the final purchase. To introduce your dealership to potential buyers, you can’t wait for them to come to you. Since they interact with various touch points before visiting a dealership, you need to interact with buyers early in the process.

The automobile industry has been rapidly evolving over the past few years. Innovation and digitization are changing the industry, altering consumer behavior and perception.

About 60% of consumers spend their time researching online before entering a dealership. Buying a car is one of the most important financial decisions in a customer’s lifetime. Therefore, buyers take quite a long time to consider their decision.

According to Google, a car shopper can have about 900+ digital interactions between the research to the final purchase. So, car dealerships must ensure they leverage every digital car buying touchpoint to influence buyers’ decisions.

What is the Car Buyer’s Journey?

The Car Buyer Journey is the name given to the process a consumer goes through to purchase a vehicle. Automotive businesses analyze the customer journey map for buying a car to determine important touchpoints and how they can be improved to increase sales and customer loyalty. This journey is not a sequence of linear actions; it includes dynamic stages that alter how a car is purchased and the post-sales customer experience.

2022 Car Buyer Journey Study

Over 10,000 vehicle consumers – consisting of 6,118 buyers and 4,150 shoppers – of 2022 were surveyed by Cox Automotive to make the automotive Car Buyer Journey 2022 Study. Let’s understand the top 10 trends uncovered by the study as well as their implications.

• The study found the satisfaction with the vehicle purchasing experience to be down to pre-pandemic levels, with the decile sharper in the case of used cars than in new cars. This presents an opportunity for dealerships to pacify shoppers with the help of online tools that manage inventory in real-time and transparency in pricing.
• Inventory shortages are forcing buyers to do more online research, a fact OEMs and franchise dealers can leverage to increase cross-shopping by targeting conquest audiences through online channels.
• Consumers’ preference for online car buying continues to increase, with 80% planning to buy entirely online. Thus, it’s a good idea to create digital showrooms and include omnichannel marketing in your Automotive Ecommerce Strategy.
• Trust plays a crucial role among consumers when selecting a lender, with 82% of the consumers using familiarity as a factor in decision-making. Lenders must build consumer loyalty by prioritizing trust and creating a consumer-centric culture.
• 49% of buyers are using lender websites as a source for their vehicle purchasing. To acquire new customers, lenders can include robust shopping tools in their online showrooms.
• The study found that if users complete all financing steps online, they save around 2 hours at the dealership.
• 67% of buyers purchase an F&I product and 53% research various F&I products before they visit a dealership. This means it is beneficial for dealers to include F&I products online in the form of product descriptions and online pricing.
• EV buyers prefer online shopping to save time, and ICE buyers purchase online to avoid feeling pressured or rushed. This means that sellers should ensure that customers experience a feeling of control and confidence during their EV online purchases.
• One out of every fifth new vehicle purchased in 2022 was pre-ordered. 74% of consumers chose this because of the ability to add or remove features as per their wishes. Pre-order target campaigns can be added to websites for better convenience in the buying process.
• 79% of buyers are more satisfied with pre-ordering a vehicle than buying the traditional way. Enhancing the pre-order process, which includes vehicle tracking and offering touchpoints during the waiting period, can increase consumers’ confidence in your brand.

Factors that Condition the Car Buying Journey

Although car buyer journeys can be highly diverse, three stages dictate the actions taken by the customers before making a purchase and their perception of your brand. These stages are discussed below.

Key actions triggering the Car Purchasing Journey

The reason behind the intent to purchase decides how long or urgently the purchase is made and with what search the car buying journey begins. The primary triggers have been identified as a change in lifestyle, if their car has broken down for good, for routine renovation, or just because they want to buy one.

The purchasing style will also vary depending on whether the person is an experienced buyer or a pioneering car customer.

An experienced customer is abreast of market trends and offerings, with a clear understanding of what they want. They begin the car purchase journey with a pre-selection of cars and require limited research of models. Dealerships must take action to improve engagement so as not to lose their business to the competition.

A pioneer client does extensive research to learn and discover all aspects of automobile purchasing. This type of customer can be attracted to a specific dealership or model. They may have a list of requirements for their upcoming car, but they may need something specific.

The company’s ability to identify a customer’s reason for purchase and type will impact their ability to manage their car purchasing journey.

Research and consideration of alternatives

The initial search in the car buying journey is full of optimism and excitement for finding the perfect car. A consumer will review sources, build option lists, and begin the search around them. They talk with friends, get their opinion of vehicles, and they may even rent the car they want to purchase before finalizing their decision.

The knowledge from these sources is a key factor in whether the car-buying customer journey with that model or brand continues or goes back to the beginning. Apart from the initial phase, research is also done during the car-buying customer journey to decide what options to add or remove.

Visit To the Dealership

When customers have gained confidence in their choice(s) and are ready for the next step, they visit the dealership. A dealership visit is a vital part of the car buying journey; their experience here can make or break their decision. On average, a customer visits two dealerships before making a purchase. Customers avoid dealership visits in the early stages as they are not confident in their knowledge and fear that the sales executives might mislead them.

A customer’s visit can be informational, but mostly they visit a dealership when they are ready to make the final purchase. Service quality and staff attention play a crucial role in this stage. The customer wants to be assured that their car choice is right and the dealer is trustworthy.

Three Stages in Car Buying Journey

Let’s understand the three main stages of a car buyer’s journey in detail.

Before the buyer’s journey begins, they are mostly unaware of the vehicle they want to purchase. So, they go online to find a suitable car that fits their budget and requirements.

About 95% of car shoppers use online as a source of information. During this time, buyers thoroughly research the various makes and models in different budget brackets.

In this stage, the buyer goes through various sources to find the perfect vehicle for them:

• Comparison sites
• Social media posts

During their online research, you (as a dealership) need to ensure that you can help them navigate through the journey.

Also, you need to provide detailed information regarding potential vehicles they might want to buy. This will enable them to make an informed decision and move to the next step.

Use high-quality images to help customers explore vehicles online. Multiple car images from different angles and 360 videos can provide immersive details of the vehicle, helping with the research. 90% of car buyers consider photos extremely important in purchasing.

Consideration

Before buyers reach the consideration stage, they are aware of the market’s solutions and know what can fix their challenges. In this stage, buyers will go further in determining the best deals and the options available.

The potential buyers will gather all kinds of information at this phase of the car-buying journey. By the end of it, they are aware of all the possible solutions that are relevant and fit their needs.

During the buyer’s consideration phase, car dealerships can tap the opportunity and reach out to them through Google Ads or Social media ads. Leveraging digital power can shape customers’ buying decisions in your favor.

This is also the stage where customers should be confident about their purchase decision. They usually prefer visiting dealerships, but 40% of buyers are likely to purchase a vehicle based on images they view online without seeing the vehicle in person.

This allows dealerships to use high-quality photos and videos to influence car buyers’ purchase decisions.

• Use high-quality, sleek, and clean car images.
• Display multiple car angles for a better perspective
• In the case of used cars (use hotspots to highlight scratches and dents)
• Use 360 interior and exterior spin videos for immersive experiences

What kind of images are essential in a car buying journey?

For new car buyers, cockpit and dashboard images are most important, while used car buyers rank images of odometer and car condition as the essential points.

Decision (or Final Purchase)

This is the last stage in the buyer’s car buying process. By this point, the buyer is ready for the purchase. However, some are still considering where and how to buy the car. More than half of the shoppers prefer buying from a dealership that offers their preferred experience (including aftermarket), even if the prices are higher.

Also, buyers don’t want any hassle or wait for hours at the dealership to complete the paperwork. Over 70% of buyers like to complete credit applications & financing paperwork online.

Use this as a guide to develop strategies for every car buying stage. These insights from top industry surveys will help you connect with your target audience at every touchpoint, digital or otherwise, of their buying journey.

At the end of this stage, the buyer eventually makes the purchase and takes the delivery of the vehicle.

Here are a few things to consider in the buyer’s decision phase:

• Make the buying process hassle-free
• Move your paperwork entirely online
• Deliver timely

“Given the short time that the buyer is willing to spend at the dealership, being efficient with the processes may endear the dealer to the potential customer.” – Deloitte.

Marketing for the Car Buyer’s Journey

After understanding the automotive customer journey, it is time to see how to design a marketing strategy around it, guiding customers to your dealership. The best method would be to appeal to all three stages, which opens up many options.

It is a good idea to include both pushes and pulls in the marketing strategy in the form of inbound and outbound marketing. You help customers understand their needs, consider your business, and make decisions.

Both new and old customers can be targeted through mailers, postcards, newsletters, relevant content, or offers. QR codes and personalized URLs can be used to direct them to your new or Used Car Website or landing page. Banner ads and social media posts should also be included in the marketing strategy.

Both digital and direct mailers should contain calls to action, so clients know what to do. Informative content like blogs and ebooks can be included to help them learn and consider your business. After contact through mail or ad, nurture the lead with targeted emails after they have engaged with your campaign. These tools serve as signposts in a customer’s car purchase journey.

Example of a Car Buyer Journey

The average time it takes a customer from looking for a car to buying one is one month. This period is made up of micro-moments of decision-making and doubt. Doubts such as whether or not the car is safe, which car has the lowest monthly payment, etc.

As stated above, the car-buying journey begins with an internet search and is divided into 3 stages – awareness, consideration, and decision. Let’s take a look at an example to understand these stages better.

James’ Car Buyer Journey

James finalized his decision to purchase in two months. He had around 600 digital interactions, ranging from Google, YouTube, car brand visits, car websites, and Used Car Dealership sites while searching for information, and deciding whether to lease a car or buy it. 70% of the search was done with a mobile device. This is a summary of his micro-moments.

• Which car is the best?: 3 out of 5 buyers begin their car purchasing journey without a particular car in mind. James’ car search focused on family safety-oriented cars, highlighting some models for him. He also looked up electric cars but removed them from consideration due to high prices. His searches included the phrases “best minivan” and “best car for family with a dog and car seats.”
• Is it the right one for me?: This is where the customer values and weighs some practical considerations, making a list of particulars he must have. James wants a car that has room for two strollers. He searched for “Brand X pictures”, “number of seats in Brand X car model”, and “Brand X models comparison.” Here, X is an example of a car brand name.
• Can I afford it?: James is at the stage of his car buying journey where he considers the price. He searches for options to pay for the car, considering the pros and cons of leasing vs. buying, etc. James’s internet searches include “brand X car price”, “get out of Current Brand lease early,” and “best car lease deals.”
• Where should I buy it?: Even though the process of buying a car has shifted online, the stage of dealership visits is still essential for many a customer. Usually, people search for dealerships near them. James also searched for special offers and availability details, with phrases such as “best dealership near Ann Harbor.”
• I’m gonna get the deal: James has researched online and offline offers and explored leading options. He compared the prices he would pay for various make and models, purchase supplies, and lease options. James’ search included “what’s a good lease money factor” and “what do you pay for Brand X make/model lease.”

From helping customers find the relevant information to assisting them in exploring vehicles online using high-quality car images until the final delivery, ensure you provide authentic details at every stage to offer an informative and engaging car buying journey. This way, you don’t just deliver vehicles but also the satisfaction that customers anticipate from the brand.

Spyne is a deep tech company that helps car dealerships with instant visual cataloging using AI-powered photography and editing technology. We enable car dealerships and marketplaces to create images and 360-degree videos using our solutions. Intrigued? Book a free demo for more information.

Q. What is the step-by-step process of buying a car?

Overall, in a car-buying journey, you will go through the following eight steps:

• Researching vehicles and their features.
• Getting approval for a loan.
• Planning your trade-in (if you want to exchange your old car).
• Locating a dealership and test-driving the car.
• Checking different prices and warranties.
• Review the deal and dealer financing.
• Closing the deal.
• Taking the car home.

Q. How long should the car buying process take?

On average, a person takes around 89 days to buy a car. Consumers shopping for a car spend around 9 hours researching vehicles and shopping online.

Q. What are five things to consider when buying a car?

Here are five things you should be aware of before going to a car dealership. 

• Know what interest rate you are approved for.
• Know the factors that will affect your payment, such as the terms, the loan, and the down payment. 
• Know the pros and cons of cash rebates and 0% APR.
• Know if a new or used car is right for your needs.
• Know the difference between a lease and a loan. 

How long should it take to buy a car?

The car buying process can vary significantly, spanning from a day to multiple weeks or even longer depending on individual circumstances and preferences.

What are the 6 steps to buying a car?

The 6 best steps to consider for buying a car are:

1) Set a budget and adhere to it.

2) Examine your spending plan to see how much you can afford to spend each month for a car loan.

3) Look up vehicles that fit your needs.

4) Be pre-qualified for financing.

5) Check around, after a test drive, thoroughly investigate the vehicle.

6) Make the car purchase

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How to use google’s new micro-moment automotive study to inform your digital strategy.

Google recently adapted its highly influential Zero Moment of Truth concept to the automotive industry, calling the decision-making, car-buying journey a series of micro moments , or key behaviors that led, or didn’t lead, to a purchase.

In their research, Google determined five micro moments where car shoppers asked themselves:

­– Which car is best?

– is it right for me, – can i afford it, – where should i buy it, – am i getting a deal.

For decades, savvy auto retailers and industry vendors have almost intrinsically known that shoppers are asking themselves these questions at pivotal moments along the car-buying process. Google’s study reinforces the importance of these critical moments with consumer data.

But what the industry is now adapting to a new sales strategy, one that embraces shoppers’ desire to do more of the shopping process online, and is backed by groundbreaking technology to help customers get the best possible answers to their most important questions.

Here’s how to put Google’s five key micro moments into the context of building a strategy using digital marketing and digital retailing to generate automobile leads :

1. Advertise where car buyers perform research.

Whether it’s a paid search or audience targeting campaign , the Google micro-moment study reminds us that strategic digital advertising, a service that Dealer.com offers as a sort of personal automotive advertising agency for your dealership, can help you capture the attention of shoppers who are in the information-gathering phase of the car-buying process.

2. Create content on your website that compares your models to those of key competitors.

Shoppers are looking for the right information to help them reach a buying decision. And we know that as research and decision-making has moved online, the days of shoppers having to visit multiple dealers are long behind us. If your brand and models are cross-shopped, create video and write blog content on your website and for social media that provides side-by-side comparison and analysis to tell the story of why your car is right for car buyers.

3. Use Digital Retailing tools.

Answering the question of affordability begins with payment (italicized because you’ll read that word a lot in the next sentence). The payment affordability experience should begin on your website with real finance payments and leases, the ability to search by payment, and self-pencil alternative down payments, terms, trade values and credit tiers.

4. Be transparent online and in every step of the selling process.

Digital Retailing allows you to create a unique car buying experience for shoppers that choose to save time by doing some of the work online. Not everyone will want to leverage these transactions tools – especially since as many as 43 percent of buyers see the dealership as a place to learn .

But by creating a transparent shopping and buying experience, your nurturing trust, establishing true partnership with your customers, and making great leaps into the future of car buying and selling.

5. Use marketing campaigns to drive awareness and visibility into your car-buying process.

Now that you offer an experience that differentiates your business, let it. From retargeting, to updating your brand-oriented display advertising, to slideshows, to social media, even a YouTube channel – the sky’s the limit on how to disseminate the message that your business is equipped to meet, and exceed, shopper expectations.

While other dealerships may continue to implement an outdated sales model, you can market your dealership by selling your car-buying experience, and value, and orienting your business around time savings, transparency, and convenience.

Dealers will never make every deal, or sell every opportunity. But by taking key industry research like the Google Micro-Moment Automotive Study and aligning your strategy with those learnings, you are establishing your business to continue to thrive in this digital age.

Are you using Google’s Micro-Moment Automotive Study to help guide your digital strategy? Comment below to let us know.

Patrick Wyld is an enterprise performance manager at Dealer.com

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Car Buyer Journey: Definition, Stages & Examples

Did you know that the current car buyer journey can have up to 900 interactions with the consumer on digital channels? Major changes in technology and easy access to information have transformed the way customers buy cars. 

For many years, the notion of the purchase journey was similar to a funnel with different stages. In the case of the car-buying journey, this implied the existence of a static consideration stage, where progress by stage is inevitable, where the customer has an active role that culminates in the decision for a single option that meets their needs.

In this article we will review what exactly is the car buyer journey, the three main phases that condition the development of the car buying trip, and some examples of the customer journey focused on a car purchase. 

Don’t forget to download the free template: Customer Journey Map , available toward the end of this guide!

Content Index

What is the Car Buyer Journey?

Key actions that trigger the car buyer journey, the research and consideration of alternatives, the visit to the dealership, sarah’s car buyer journey, free customer journey map template.

The Car Buyer Journey is the process a consumer goes through that involves the purchase of a car from a customer experience standpoint. 

In other words, an Automotive brand looks very closely at the customer journey to identify and analyze how the interactions with their brand in each of their touchpoints condition the experience of a consumer.  

The ultimate goal of having a car buyer journey in place is to identify what are the most important touchpoints in their journey and how they can be improved to increase sales and customer loyalty. 

Keep in mind that the CBJ should not be defined as a linear sequence of actions, but rather as a set of dynamic stages that condition the way a customer finally acquires a car and the post-sales customer experience.

3 stages that condition the Car Buyer Journey

While a Car Buyer Journey can be as diverse as the number of cars on the market, we have identified three major phases that determine the course the customer can take and directly affect their perception of the brand: Key actions that trigger the CBJ, the research and consideration of car alternatives, and the visit to the dealership.

The reasons why a customer embarks on a car-buying journey determine the length and urgency of the journey and have implications for how the customer begins their research and inquiry process.

Some main reasons or triggers for the Car Buyer Journey are:

• Lifestyle change: A new family member, moving to a new place, job promotion.
• Car service: Getting to 100,000 KM, end of warranty. 
• Car breaks for good: Their car stops working or an accident makes the consumer need to purchase a new one.
• Routine Renovation: Vehicle change every 2 or 3 years.
• Just because: No specific need, just a pure wish to acquire a new car.

Do you want a head start on building your customer journey? Here you will find a completely free template:

Customer Journey Canvas

Another thing to keep in mind is what type of customer the automotive brand is trying to sell to: an experienced or pioneer car buyer customer.

Both types of clients share the goal of finding the right car, the difference between them lies in the purchasing style:

Experienced customers: They are usually regular car buyers and/or may have a special taste for them, which makes them be at the forefront of what the market can offer them. This type of client has a clear idea of what they want. 

Because of it, they have a pre-selection of cars that fit their needs and have enough knowledge to trust themselves during the process. 

This type of client requires a limited investigation of the models of their interest, due to their previous experience with this type of purchase. 

In order for brands to reach (and retain) this type of customer, they must take engagement and customer delight actions that ensure that this type of customer will not migrate to a competing brand.

Pioneer clients: This type of client relies heavily on their research throughout the entire journey. They need help to learn and discover all the aspects contained in the purchase of a car. This is the type of customer that presents the best opportunity to be attracted to a specific brand or model.

While this type of customer may have a list of items required for their next car, they are less likely to have a specific car in mind or have previous experience with any other vehicle. While this type of customer may be a first-time or infrequent buyer, seasoned customers can become early adopters due to a change in style or stage in their life.

The ability of companies to understand the differences between both types of customers and their reasons for starting their purchase journey is the key to being able to manage the specific journey of each one.

If you are on you’re way to start building your car buyer journey, you might find it useful to review the 10 best customer journey mapping tools .

When purchasing a car, buyers begin their initial search process with a sense of optimism, as they are wrapped up in the excitement of finding the perfect car for them.

Customers start reviewing different sources to build a list of options that fit their requirements. Initially, they start looking at the cars around them, then proceed to do an internet scan and chat with their circle of friends to get their thoughts on the vehicles they are starting to consider. Some consumers even rent the car of their interest to test it before making any final decisions. 

Based on the learning acquired from these sources, the customer builds their criteria and decides whether to continue on the CBJ of that automotive brand or go back to square one and run another car research. 

Research processes are not limited to just the initial phase of the CBJ, as customers can remove or add options at any time. So it’s no surprise that customers add an option at checkout. This situation usually occurs at the dealership, when emotions are running high and you are faced with a good offer from the sales executive.

It must be taken into account that even if the client does not opt ​​for one of the cars on their initial list, their consideration process does not lose its validity since it constitutes learning that the person can use in future car purchasing decisions.

If you like reading about the car buyer journey, you might find it interesting to learn about User Journey Map .

When customers feel confident and have exhausted their search options, they feel ready to take the next step and visit a dealer.

While customer research is critically important, the dealer visit remains a key part of the car-buying journey; the experience that customers have in that interaction plays a vital role in their decision.

According to a study, on average, a customer visits two dealerships. Opting to visit a specific showroom can be a key predictor that the customer has serious purchase intent. However, there are informative visits whose purpose is to provide the client with more tools to make an informed decision.

Early customers tend to avoid dealer visits due to mistrust of their knowledge and/or fear of being misled by sales executives. And while a purchase can happen spontaneously during an informational visit, customers generally tend to walk into the dealership only when they trust your judgment and consider walking away with a new car on that visit. Dealership Marketing also plays an important role to engage with more customers and increase sales. 

Once customers have the confidence to visit a dealership, their next steps become even more critical. Customers will look to dealer ratings and reviews to find information about the quality of service and staff attention. Customers want to feel comfortable about entering into a negotiation with a specific dealer, and they need to be assured that their interests will be taken care of even after the sale.

The most crucial emotion during the car-buying journey is confidence. This is the key to a negotiation concluding in an actual purchase. Customers should be assured that they are choosing the right car and that their dealer is trustworthy enough not to cause discomfort during the process and avoid any friction.

At QuestionPro we have developed a whole system designed specifically for this type of need. If you are interested in learning more about our platform to measure customer satisfaction and evaluate each touchpoint in your customer journey, we invite you to review our page to clarify all your questions.

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Example of a Car Buyer Journey

People dedicated to the automotive sector know that the average time from when a person starts looking for a new car to buying it is one month. In this period, a series of micro-moments occur, such as when the buyer wonders which car will be the safest. Or which one are we going to enter the whole family better? Or which one has the lowest monthly payment? 

These moments begin in most cases with an internet search and we can differentiate them using the stages of the Buyer Journey; that is, Awareness, Consideration, and Decision. 

Now, do you know exactly what happens in that month? What kind of micro-moments make a buyer decide on one car or another? Let’s look at the following example. 

  Sarah has taken three months to make the decision. During that time, she has made 900 digital interactions where she has premeditatedly searched for information about car leasing and buying one. 71% of digital interactions are with mobile devices.

Interactions range from searches, visits, videos, click on Google, on YouTube, and visits to car brands, dealerships, and car test sites.

These are the micro-moments she has lived: 

1. Which car is the best?

  Six out of ten buyers start their journey not knowing which car to buy. In this case, Sarah began her search by focusing on family and safe cars, which led her to consider a few makes and models. She also considered the option to bet on emobility and purchase an electric car, but when she researched the prices decided to remove that option from her list. 

Sarah’s internet searches: “best minivan” “best car for families with car seats and dog”

2. Is it the right one for me?

  When the buyer begins to value and weigh more practical considerations (such as the size of the trunk, the airbags, and the seats…), he begins to determine a checklist of what he must have. In Sarah’s case, we see that she has room for three strollers.

Sarah’s internet searches: “how many seats in brand B model” “compare brand B models” “Brand B pictures” 

3. Can I afford it?

  As the buyer goes through the different stages of the Buyer’s Journey, she begins to consider the price of the car. Sarah, for example, begins to explore how to pay for it, including maximum points in her budget such as less than $30,000, comparing the pros and cons of leasing vs. buying a car, and how much they will give her for her current car to lower the total price.

Sarah’s internet searches: “brand A price” “best car lease deals,” “get out of Current Brand lease early”. 

If you like reading about the car buyer journey, you might find it interesting to learn about what a car rental survey is.

4. Where should I buy it?

Although the process of buying cars has gone online, the stage where we have to visit the dealership is still vital for the buyer. In fact, the most used keyword is “car dealer near where I am”, it has increased compared to last year. But what’s even more interesting is that Sarah gets to explore in detail the availability or special offers.

Sarah’s internet searches: “car buying” “best car dealerships near ann arbor” 

5. I’m gonna get the deal

  Although many of you think that this moment is taken and happens at the dealership, Sarah has spent time looking for offers both offline and online. He has searched all leases, as well as has been informed and documented in depth. You have surely crossed or made a dynamic table to compare the prices you would pay for each make and model, comparing the purchase and leasing of the main suppliers.

Sarah’s internet search: “what’s a good lease money factor” and “what do you pay for Brand D make/model lease”

If you like reading about the car buyer journey, you might find it interesting learning about Customer Journey vs Customer Experience .

At QuestionPro, we know that all this information can be overwhelming, and starting to create your Customer Journey without help can be intimidating.

That is why we have created a Customer Journey Map Template that we hope can help you start sketching the stages, UX and overall satisfaction of your customers with your brand.

DOWNLOAD CUSTOMER JOURNEY MAP TEMPLATE

Sarah’s Car Buyer Journey Conclusion

In the end, in the case that we have seen of Sarah, the car that she was looking for is an SUV that will fit into her search criteria, which in her words was “My most important criteria is the number of seats and the cargo space that it has so that Let’s get the whole family in with all our stuff.

While Sarah is just one person, she is one of many shoppers who are looking for answers to their questions and micro-moments. Each of its 139 Google searches and hundreds of interactions represents a series of opportunities for any customer experience professional.

As a possible starting point for your brand, we recommend that you start thinking about how you are meeting potential customers on their Buyer’s Journey.

Ask yourself if your brand is present, today, with the purchase process practically in its entirety in the online world, and if it also arrives through mobile devices. You must be where and when people are looking. Also, ask yourself if your CX plan is looking at answering the questions of people like Sarah.

LEARN ABOUT: Consumer Decision Journey

More Examples of Car Buyer Journeys

Looking for some inspiration to create your own Customer Journey? Well, look no further! We’ve got a bunch of awesome examples featuring industry-leading brands.

Take a peek and learn from their incredible initiatives that keep their customers happy and coming back for more. Get ready to rock your own Customer Journey!

Toyota is a leading company focusing on aspects such as customer experience and employee experience. Undoubtedly, there is much to learn from them.

Tesla is a company that embodies innovation in every aspect, and customer experience is undoubtedly a key focus of its strategy. This approach has yielded significant benefits, as reflected in the loyalty customers have towards the brand.

In recent years, the way we buy and sell cars has undergone a dramatic transformation, forever changing the landscape of the automotive industry. The BMW Customer Journey is a clear example of that.

We will analyze Volkswagen’s Customer Journey and explore how they delight their users by providing a dedicated experience supported by a robust strategy.

While the car buying journey has changed, customer experience professionals can still identify the behaviors and stages that turn a purchase intent into a decision. 

It must be taken into account that in this type of customer journey map there is an emotional component that should not be ignored. 

When customers’ emotions are involved in a car purchase, and also support their decision in an exhaustive investigation, it triggers a CBJ that finally leads to the resolution of their purpose.

How QuestionPro AutoX can improve the Car Buyer Journey

With QuestionPro Autox you will be able to collect all the necessary data of your car buyer journey’s key touchpoints to evaluate the strong and weak points of your business, you will also be able to visualize them in an engaging way and take action on it.

We invite you to schedule a meeting with one of our experts and start offering experiences that impact the perception of your potential clients.

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There are now 24 touch-points in the car buying journey according to Google, Comscore & Yahoo.

Sep 29, 2019 | Digital Marketing

It’s no secret among automotive marketing people that the internet changed the way consumers search for cars.

With more access to information at their fingertips than ever before, your customers are now searching for their next set of wheels across an average of 24 touch points – 19 of which are digital! ????

Impressive, right?

Well, a recent Google study revealed some additional findings, when they followed new car buyer – Stacy across her whole car buying journey.

Stacy (her real name as we understand) performed over 900 online actions in a 3-month period! ????

How well does your online strategy cover the majority of these touch-points?

Are you missing out on valuable customers?

What’s your Youtube strategy? Content? Are you in the reviews game?

It’s getting intense, right.

So what’s the solution?

Show your adverts where the most active, in-market, automotive customers will see them. tanesha stafford, ppc jedi & armchair marketing co-founder

Don’t place your advertising net too thin.

Our advice is to think about the touch points you can see in the 24 touch point diagram above. Use it to get a feel for how to split your marketing budget.

One handy little tip is to create an advertising Spend vs Performance metrics spreadsheet to measure what’s working and create a top top 5, 7 or 10 (depending on your budget).

Advertising’s about performance, so you’re going to need to sharpen the pencil and relegate offenders, so you you can re-invest the budget into a higher performing channel on the list.

You can find more information like this, when you sign up to our Marketing Mentorship software .

Our sales team will buy you cake, and at some point they will ask us to stop writing things like this. Call them and make them work for it (your business that is – not the cake): 01604 879657.

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I'm from the Marketing Mentorship Team - here to tackle your marketing challenges. We're on a mission to help people learn, prosper & grow. Find out more about Our Mission Or join us by contributing your own articles.

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Understanding customer journeys in a digital world

New practices have changed the way we purchase. According to a study conducted by MarketWeek , 81% of brand marketers have seen significant changes to their customer journeys in the past few months. Consumers are more cautious, with 37% remaining indoors to shop altogether . For some customers, digital marketing will be the only contact they see.

According to Google, on average, customers engage in over 900 digital interactions with a car dealership before they make a purchase. So, what does this information tell us about the customer experience? Your dealership marketing strategy needs to include multiple digital marketing touchpoints to reach your audience throughout their customer journey . A Google study highlighted the various touchpoints that typically happen during the updated car-buying journey.

Mapping the car buyer’s customer journey

Match your typical car buyer’s customer journey to your sales funnel . The sales funnel has many of the same steps as the customer buying journey, but it centers on the probability of turning leads into a sale, as well as seeing where potential customers are dropping off.

With that in mind, let’s take those stages of the car buyer’s journey — Awareness, Interest, Decision, and Action — and explore how to align them with your sales funnel so that your marketing efforts pay off:

• Awareness: The Awareness stage is where car buyers hear about your brand. In this stage, the user typically has taken the following actions:
• Searched organically on Google
• Asked family, friends, and coworkers
• Saw an online ad
• Engaged on social media

At this point, buyers may skip all other stages to buy — if they have already done their research — but you most likely will have to lead them to the next stage of the funnel.

• Interest: The Interest stage is when buyers are likely beginning their research.
• Browsed newspaper ads
• Watched video on YouTube
• Searched on mobile
• Read professional review
• Located a dealer from mobile
• Visited dealer website
• Requested a quote online Your goal at this part of the funnel is not to sell to them, but to provide them with value-added information that helps them decide whether to move forward.
• Decision: The Decision stage is where you will make the ask.
• Filled out a form
• Visited dealership
• Action: The Action stage is where the purchase will occur. At this point, your goal is to focus on retention practices to foster a long-lasting relationship with the buyer, so they come to you when they’re ready to purchase again.

Each of your dealership marketing tactics should fit into these sales funnel categories. But how can you determine whether these digital marketing methods are successfully bringing leads through the sales funnel? This is where measuring your marketing success at each part of the funnel comes into play.

Tools and resources for marketing attribution

Changes can be made to improve your online presence while still saving money on ineffective digital marketing. Figuring out which of your dealership marketing tactics are the most effective is essential to reaching your overall marketing goals. Salesforce reports that “ 78% of marketers in the US say that a connected customer journey across all touchpoints and channels positively impacts customer journey.” A data-driven attribution model is vital. You may feel strongly about your social media strategy, but if it isn’t leading customers to your website to fill out a form or sign up to receive promotional emails, then you need to be sure the spend on this channel is returning in the investment. If not, it may be time to pivot or refocus the approach. Make sure you are tracking multi-touch attribution so you know if social was part of the customer journey.

You can start by establishing KPIs and performance metrics for each potential touchpoint and digital marketing tactic to determine their effectiveness. For example, during the ‘Awareness’ stage you may want data on how many customers clicked an ad and then went on to call a specific phone number.

It’s also critical to keep in mind that your sales funnel will narrow as customers move through it, since only the most dedicated and engaged customers will progress to the final stage.(This is yet another reason why it’s so important to measure your marketing performance at each point in the customer journey.)

All touch points and dealership marketing tactics are not created equal. Multi-channel attribution as a part of your customer journey analytics lets you know what’s working and what could be improved. While there are many challenges in complex customer journey and attribution reporting , multi-touch attribution and total visibility into data on your customer journey can help optimize your budget.

Each part of the buyer journey corresponds to specific interactions. For example, paid ads, Google searches, and a test-drive YouTube video (Mobile watch time of test drive videos on YouTube has grown by over 70% in the past two years ) work better in the awareness stage since these dealership marketing tactics will likely be among the first marketing channels buyers encounter.

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16 must-know stats and quotes on the car buying customer journey

The car buying customer journey is long and winding, with many speed bumps and sharp turns you have to navigate before you finally put pen to paper on the car of your dreams.

Buying a car is a significant investment – one of the biggest you can make. Not just in terms of money, but also in terms of time and effort it takes to whittle down your list down to one.

With so many options at car shoppers’ fingertips, Customer Experience (CX) professionals face increased pressure to design positive, informative and memorable experiences that drive in-market shoppers to the dealership and turn customers and loyal brand advocates.

So, what is the key to designing these experiences? A lot of it comes down to knowing your customers, inside and out, wherever they are in the customer journey. Not only that, but understanding their needs, their expectations, their preferences, and especially their perceptions of your CX as they travel along their journey.

Let’s look at 16 key car buying customer journey statistics and quotes every Automotive CX professional can use to drive their CX strategies.

More and more of the car buying customer journey is spent online

95% of vehicle buyers use digital as a source of information . This includes general searches, but especially online video.(1)

"Through online video, they’re now able to experience parts of the shopping journey that previously could only be done on the lot , including vehicle walkarounds, product demonstrations, and video test drives."(2)

Car buyers (both new and used) spend 61% of their time online when shopping/buying a vehicle.(3)

Only one in three car buyers know the exact vehicle they want to buy when they start the shopping process.(3)

Thanks to continuous advancements in technology, car shoppers nowadays can access nearly any type of information they need, wherever they are in the customer journey. It’s a luxury that car shoppers nowadays have, and naturally, one they are leveraging heavily throughout the customer journey.

Online sources of information especially come in handy at the research stages of the customer journey, not only to identify vehicles that meet the list of criteria you have in mind, but also to narrow your list down until you are ready to step into the dealership.

Think With Google did an interesting examination of one car shopper who leveraged online sources throughout the research stages of the car buying customer journey, which resulted in over 900 digital interactions .

The purchase horizon is getting shorter

Research from multiple sources shows that the purchase cycle for car shoppers takes a bit less than three months to complete:

Over two-thirds of US customers now spend less than three months and ten total hours to research their vehicle purchase.(4)

The purchase cycle for Canadian car shoppers is about 62 days , of which 17 of those are spent researching, 35 days of thinking, and ten days of buying.(5)

Car shoppers spend about 108 days in-market before they make a purchase.(3)

"This reduction in time researching vehicles only serves to highlight the importance of getting the digital experience right , helping to ensure the right content and shopping tools are available, and providing the customer with the right insights to move down the virtual funnel."(6)

With car shoppers now having easier access to the information they need than ever before, you can naturally expect they would need less time before putting pen to paper.

As pointed out in the quote from Dinsdale and Berdichevskiy above, this quick purchase cycle only increases the need for CX professionals to design experiences that help their brands stay top of mind for car shoppers. This means staying on top of what car shoppers need and expect at each step of the customer journey, and identifying opportunities where brands can elevate the experience to either drive people to the dealership, or reassure shoppers that they choose their brand.

Car shoppers’ expectations are getting harder to meet

55% of Automotive OEM websites met US consumer expectations in 2018.(4)

53% of Automotive dealer websites met US consumer expectations in 2018.(4)

61% of buyers rated their most recent purchasing/leasing experience as being either the same or worse than their previous experience.(7)

It’s hard to deny that we, as consumers, are spoiled. Technology has made us want access to anything, anytime we want. With Gartner reporting that 81% of marketers expect to be competing based on CX in the coming years, many companies are happy to oblige.

This leaves brands with little room for error when it comes to the CX they deliver throughout the car buying customer journey. Unfortunately, it appears brands are currently coming up short in providing experiences that meet these ever-growing expectations, both online and at the dealership. This signals a disconnect that CX professionals have to address.

They need measures to identify the friction points in the CX that are causing these unmet expectations. Plus, they must have the processes in place to alert the right people at the right time so they can fix these issues as quickly as possible.

The experience at the dealership is becoming more critical

Car shoppers are visiting an average of 2.3 dealerships before making a purchase , down from 2.7 in 2017.(7)

79% of consumers in Canada rate CX as being either somewhat or very important in their decision of where to buy a vehicle.(8)

54% of consumers would buy from a dealership that offers their preferred experience, even if it didn’t have the lowest price.(9)

“ Consumers want to complete parts of the car buying process online prior to visiting the dealership and engage with digital technology while at the dealership so they’re not sitting idle for hours waiting for the paperwork to be finalized.”(10)

54% of Gen Y/Z car shoppers in Canada find it useful to gather information using their mobile device at the dealership – vs. 25% of Pre/Boomers.(8)

Car shoppers are spending more of their customer journey on digital channels. Research also shows that they would complete even more of the customer journey online if they could. With car shoppers making fewer visits to the dealership, it highlights the importance of dealerships making every experience informative, memorable, and convenient for car shoppers.

In other words, to make every dealership visit count.

Are you listening across the entire car buying customer journey?

The Automotive customer journey is packed with experiences that can mean the difference between winning and losing a customer.

From the time a car shopper starts their research, to when they step into a dealership, all the way to when they bring their car in for servicing. Every interaction between a car buyer and a brand provides an opportunity for CX professionals to design experiences that will leave other brands and dealerships in the dust.

Leveraging a Voice of Customer solution to collect customer feedback across the entire customer journey allows CX professionals to keep a finger on the pulse of car shoppers. Their needs, their expectations, their preferences, their perceptions – having these insights for each stage of the customer journey can be extremely valuable to inform your customer experience management strategies.

At Emplifi, we work with leading auto brands improve the end-to-end customer experience. Set up a time to review your current initiatives and learn how Emplifi's unified CX platform can help you deliver the experiences car shoppers desire today.

Google/comScore “Automotive shopper study” , as reported in Think With Google: “The auto dealer’s guide to moving metal in a digital world”

Think With Google : The auto dealer’s guide to moving metal in a digital world

Cox Automotive : Car Buyer Journey Study 2018

Deloitte , as reported in the Wall Street Journal: “Shift Auto CX Into High Gear”

Google , as reported by Strathcom Media

Andrew Dinsdale and Andrey Berdichevskiy (Deloitte ) : “The Future Is Now: Transforming the Automotive Customer Experience”

Cox Automotive : 2019 Car Buyer Journey Study

Deloitte : 2018 Global Automotive Consumer Study – Canada

Autotrader : Car Buyer of the Future Study

Cox Automotive : Top Insights Shaping the Automotive Industry

Editor's Note: This article was originally published on iperceptions.com and astutesolutions.com. Any statistics or statements included in this article were current at the time of original publication.

By : Emplifi - Leading customer engagement platform

ARTICLE PUBLISHED : JULY 11, 2019

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Cox automotive’s car buyer journey study shows satisfaction with car buying improved in 2023 after two years of declines.

Wednesday January 31, 2024

Article Highlights

• In 2023, 69% of consumers reported being highly satisfied with the overall vehicle shopping and buying process, up from 61% in 2022.
• When considering the dealership experience, 74% of all vehicle buyers reported that they were highly satisfied – 79% for new-vehicle buyers.
• Seventy-one percent of consumers plan to adopt an omnichannel approach for their next vehicle purchase, combining online steps with in-person activities at a dealership.

ATLANTA, Jan. 31, 2024 – Cox Automotive’s annual Car Buyer Journey (CBJ) Study reveals that satisfaction with the vehicle shopping and buying experience improved in 2023 after declining in both 2021 and 2022. This is good news for automobile dealers, who will gather in Las Vegas starting Thursday, February 1, for the National Automobile Dealers Association’s annual convention. Cox Automotive will be the largest exhibitor at NADA Show 2024 , a showcase for technology and solutions driving the retail automobile business in America.

According to the 2023 Cox Automotive Car Buyer Journey Study , overall car buying satisfaction increased significantly, with 69% of consumers being highly satisfied with the process. This is a notable increase from the 61% reported in the 2022 study. The rise in satisfaction can be attributed to several factors such as improved inventory levels, the return of discounting, and the further proliferation of an omnichannel approach to vehicle buying. This approach combines online and at-dealership activities, resulting in a more satisfying and efficient vehicle buying experience.

Notably, the percentage of buyers highly satisfied with the overall shopping experience increased to 73% for new-vehicle buyers and increased from 58% to 68% for used-vehicle buyers. At 80%, new electric vehicle (EV) buyers continue to report the highest levels of satisfaction with the process.

Retail outlets – dealerships – continue to deliver levels of satisfaction that many critics may find surprising: When considering the dealership or retailer experience in 2023, 74% of all vehicle buyers and 79% for new-vehicle buyers reported that they were highly satisfied . Satisfaction among new-vehicle buyers matched an all-time high, equal to the level reached in 2020, the peak of overall car buying satisfaction. Positive feedback extends to crucial touchpoints such as the test drive experience (82%), vehicle pickup and delivery process (79%), and interaction with the sales team (77%).

“There is an often-cited narrative that suggests going to a car dealer is worse than a root canal,” said Isabelle Helms, vice president of Research and Market Intelligence at Cox Automotive. “Our research and data, however, suggest that this is simply not the case. In fact, 79% of new-vehicle buyers were highly satisfied with the experience provided by their local automobile dealer.”

Affordability and Inventory Levels Affected the Car Shopping Experience

While affordability remains a concern, the latest CBJ suggests the situation is improving. Regarding the price paid, 49% of buyers report paying more than expected, down from 54% in the 2022 study. Dissatisfaction with the price paid was highest among used-vehicle buyers. Better inventory levels were a key driver, as vehicle supply levels in the U.S. improved throughout the second half of 2022 and all of 2023, according to Cox Automotive’s vAuto Available Inventory database. More options for buyers also triggered many dealers and automakers to increase incentives. Lower prices and a sense that the purchase “was a good deal” helped improve overall satisfaction.

In the 2023 survey, 68% of buyers considered both new and used vehicles, up from 64% in the previous report; 78% of used-vehicle buyers considered a new vehicle during the shopping process. Buyers typically considered two vehicles and visited two dealerships. Nearly 80% of shoppers visited a third-party website during their buying journey (e.g., Autotrader and Kelley Blue Book (both Cox Automotive companies), Edmunds.com, or CarGurus). New EV buyers were more likely to visit third-party sites, particularly first-time EV buyers. The report also reveals that fewer shoppers visited automaker websites or used online retailers (e.g., Carvana, Vroom) compared to 2021 and 2022.

With Better Digital Tools, the Buying Process Becomes More Efficient

When it comes to car buying in America, the desired state is omnichannel, not entirely digital. According to the latest survey, 50% of all car buyers completed 100% of the steps in person, while 43% completed steps in a mix of online and in-person at the dealership. Only 7% of car buyers in 2023 completed all the steps online. Used-vehicle buyers were more likely to cite in-person as the solution.

When asked about the desired state and how they’d likely complete their next vehicle purchase, 71% of consumers indicated their preference for an omnichannel approach. Twenty-one percent of buyers suggested their ideal vehicle purchase process would be entirely online, while only 8% said they would purchase entirely in person.

Interestingly, buyers of new EVs are already living in the future: In the study, 69% indicated they used an omnichannel approach, far higher than traditional internal combustion engine (ICE) buyers at 39%. Meanwhile, 16% of new EV buyers bought entirely online, and 15% pursued an in-person process.

Seamless Car Buying Process Shortens Time Spent and Increases Satisfaction

One reason the shopping experience improved in 2023 over 2022 was that the time required from start to finish was shortened by more than an hour. A key takeaway is that an omnichannel approach greatly reduces the time required and, in turn, improves overall satisfaction.

In the most recent survey, new-vehicle buyers reported spending approximately 11 hours and 45 minutes from beginning to end, down more than 80 minutes from the prior year. In comparison, used-vehicle buyers reported spending more than 14 hours, a one-hour decrease. New EV buyers, who spent less than 11 hours in the process, were the most satisfied with the process duration. Seventy-six percent of new EV buyers reported being highly satisfied with the time required, while 59% of new ICE buyers reported being satisfied with the time required, a drop from 2022.

“Year after year, our studies suggest that consumers are not pursuing an entirely digital experience,” added Vanessa Ton, senior manager of Market and Customer Research. “Rather, we believe car buyers want a seamless experience where they can start the process at home, shop, fill out any required forms, and then go to the dealership, test drive a car, complete the deal, and learn about their new purchase. Dealerships that fully embrace an omnichannel approach are the most successful, as the process becomes more efficient for everyone involved and delivers happier buyers as well.”

Who Bought a Vehicle in 2023 and Why

The study suggests that car buying in America continues to be driven by households with above-average incomes. In the survey period, the average household income (HHI) was $140,000 for an EV buyer, $115,000 for a new-vehicle buyer, and $96,000 for a used-vehicle buyer. The survey also reveals that EV buyers were notably younger than average (41 years old versus 52 for all new-vehicle buyers).

Key triggers for a vehicle purchase continue to be the aging of an existing vehicle, which was true for both new- and used-vehicle buyers. In 2023, more buyers were adding a vehicle to their household: 15% of buyers noted the purchase was triggered by the need for an additional vehicle in their household fleet, up from 11% in 2022, a 36% increase.

Recent studies from Cox Automotive also suggest that consumers are putting a higher value on vehicle ownership, not just transportation. This trend is likely a result of changes in attitude following the global COVID-19 pandemic. Before the pandemic, 43% of consumers suggested that transportation is necessary, but ownership is not. In more recent surveys, that number had dropped to 35%.

Study Methodology The annual CBJ study from Cox Automotive looks at several attributes tied to vehicle buying in America and focuses specifically on new- and used-vehicle buyer satisfaction. The annual survey considers vehicle buying from multiple angles: There’s a generational analysis, a CPO deep dive, a look at satisfaction with the auto financing process, and even consideration of how electric vehicle buyers differ from buyers of traditional automobiles (internal combustion engine or ICE vehicles). The 2023 Car Buyer Journey results were derived from surveys of nearly 3,000 consumers who bought a new or used vehicle in a 12-month period ending August 2023. The survey was conducted in August and September 2023.

About Cox Automotive Cox Automotive is the world’s largest automotive services and technology provider. Fueled by the largest breadth of first-party data fed by 2.3 billion online interactions a year, Cox Automotive tailors leading solutions for car shoppers, auto manufacturers, dealers, lenders and fleets. The company has 29,000+ employees on five continents and a portfolio of industry-leading brands that include Autotrader®, Kelley Blue Book®, Manheim®, vAuto®, Dealertrack®, NextGear Capital™, CentralDispatch® and FleetNet America®. Cox Automotive is a subsidiary of Cox Enterprises Inc., a privately-owned, Atlanta-based company with $22 billion in annual revenue. Visit  coxautoinc.com  or connect via @CoxAutomotive on X, CoxAutoInc on Facebook or  Cox-Automotive-Inc  on LinkedIn. 

Contact: Mark Schirmer                                                                                                                734 883 6346          [email protected]

Dara Hailes 470 658 0656 [email protected]

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Waymo Can Finally Bring Truly Driverless Cars to California

The driverless cars cometh. Waymo just became the first company allowed to test fully self-driving cars —the kind with no carbon-based beings behind the wheel—in the state of California.

The outfit that started life as Google’s self-driving car project has been running driver-free cars in Arizona for almost a year , where the state testing rules are far more lax than in California, and where it plans to launch a commercial robo-taxi service by the end of the year. But securing the right to do the same in its home state is still a milestone, and evidence it can win over even comparatively wary regulators to the way of the robot.

To begin, the truly driverless cars will test only at up to 65 mph in the southern Bay Area, in Mountain View, Sunnyvale, Los Altos, Los Altos Hills, and Palo Alto. (Waymo and its parent company Alphabet are headquartered in Mountain View.) The company said it will inform local governments before expanding its tests any further. And though Waymo has clearly stated its intention to run its own driverless taxi service, the company’s first driver-free passengers will only be employees. Waymo did not say when it will open its cars to the wider California public.

To receive this first-of-its-kind permit, established by rules California introduced earlier this year , Waymo had to:

• Demonstrate it had insurance or a bond equal to $5 million.
• Come up with plans that would help law enforcement and first responders interact with the driverless cars in the case of an emergency.
• Train “remote operators”—workers hired to help the vehicles out of trouble from afar.
• Prove it could monitor the status of test vehicles and the passengers inside them from afar.
• Show that it complied with federal rules about car design, or that it had received official exemption from the federal government.
• Certify its vehicles could operate without a driver.

That last and most important bit is a self-administered evaluation. When it applied for its permit back in April, Waymo pledged to the government that it had tested and validated its technology, and that it was “satisfied,” according to the rules of the regulations, that its vehicles are safe enough for public roads. But if state officials think the cars aren’t as safe as Waymo says, they can step in.

“The DMV has the authority to immediately suspend or revoke a driverless testing permit ... to protect the safety of people on public roads,” says Marty Greenstein, a public information officer at the California DMV.

In the absence of firm federal rules governing the testing of self-driving cars , California’s DMV is widely regarded as the most advanced and involved regulator of this space. It has granted 60 companies, including Waymo, the more basic version of its AV learner’s permit, which allows testing on public roads with a human behind the wheel. (The Alphabet company says it will continue to test cars with safety drivers in the Bay Area too.)

With this announcement, Waymo’s self-driving Chrysler Pacifica SUVs join their brothers and sisters down in metro Phoenix, Arizona. Waymo has said that it will launch a driverless taxi service in that state by the end of this year. Its “early rider program” will eventually have hundreds of local participants, self-selected (and Waymo-approved) beta testers who are helping the company iron out its user interfaces and learn more about how self-driving robots should interact with humans. Waymo is also giving rides to some local public transit workers , Walmart shoppers, and business travelers staying at a Chandler, Arizona, hotel.

Waymo recently “moved into very early days of commercialization,” Alphabet CFO Ruth Porat said during an Alphabet earnings call last week. She said some riders are now handing over real dollars for rides in Arizona, as the company tests out its pricing levels.

Waymo’s tests have not been frustration-free. The Information reported in August that the company’s cars in Arizona were having trouble with left turns and sudden stops . And a recent report by The New Yorker suggested Waymo’s early years—when it was still part of Google— were mired by crashes and reckless, unsafe road incidents , one of which left an exec with lasting spine problems.

But whatever happened in its past, Waymo believes it’s ready to deliver the driverless future it has long promised. The California DMV, at least, seems ready to watch it roll in.

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Drive off in style: Here’s how to navigate the car-buying journey with confidence

B uying a car can be exciting, but with so many options, features and financing terms to consider, it may quickly become overwhelming. Your next auto purchase doesn’t have to be a stressful ordeal. Buckle up and get ready to drive off in your dream car without the usual hassle and stress. Read on for tips to help navigate the car buying journey with ease and confidence.

Set a budget

Finding out what you can comfortably afford to spend on a monthly auto loan payment should be your first step in deciding on a new car purchase. To get an idea of how an auto loan payment will fit into your monthly budget, start by determining your budgeting strategy.

It’s also important to keep in mind the other costs associated with your purchase beyond the monthly auto loan payment, such as gas, auto insurance, licensing, warranties and maintenance. A good rule of thumb is to aim to spend no more than 15-20% of your gross monthly income on your car payment.

You’ll want to look at your full financial picture to determine your ideal price range. To simplify this process, CommunityAmerica offers a couple of handy calculators that can help you estimate what your monthly payment might be and how much car you can afford .

Search smart

Once you have a price point in mind, you can start looking for the right vehicle. A great place to start is with the car currently sitting in your driveway. What do you like and dislike about it? Make a list of priorities to help you narrow your search.

Perhaps you’re looking for something fun, so a sunroof and heated seats would be top of mind. Or maybe you’re in need of the new family road trip hauler, where safety features and backseat and storage space would matter most. Whatever you’re looking for, you can use those particulars as key words or check boxes while browsing online to help eliminate distractions and view only the vehicles that would be the best fit for your needs and lifestyle.

CommunityAmerica’s AutoSMART tool is a great way to see all your options by browsing local dealer inventory and checking availability in your area. Plus, you can search by specifications, purchase price or even monthly payment amount.

Know your numbers

Before you get too far in the car-buying process, it’s also a good idea to check your credit report. Checking before you’re ready to walk into the dealership will give you time to work on correcting any reporting errors, which could boost your score and positively affect the rates and payment plans you might qualify for.

You can request a free copy of your credit report at Annual Credit Report . If you need a boost on your credit score, CommunityAmerica’s financial well-being coaches offer free services on how to budget and improve your credit score. You don’t need to be a member to use their services.

The next thing you’ll want to do before hitting the lot is apply for pre-approval for an auto loan. Doing so provides a few advantages. Having an offer in hand will give you more power to be informed and potentially negotiate with the dealer, which could help save you money. By locking in a lower interest rate, you can save money over the life of your loan.

Carefully consider any add-ons

Once you’ve made it through the initial purchasing decision at the dealership, you’ll be led back to the financing office to complete the transaction. This is where you’re likely to be offered a variety of specialty add-ons and services, from maintenance packages to protection plans. Pay attention to the options available to you and what they cost to help make sure you get what you need, at the best price.

If you get into an accident and your car is considered a total loss, but you still owe more on the auto loan than the car is worth, gap coverage can help make up the difference. Vehicle service contracts are commonly used to help cover the cost of certain vehicle repairs after the manufacturer’s warranty expires. Before you hit the highway, make sure your new ride is covered by an auto insurance policy.

Whether you’re looking to buy a new car or needing an upgrade, buying a car doesn’t need to be stressful. CommunityAmerica can help during your car buying journey.

©2024 The Kansas City Star. Visit kansascity.com. Distributed by Tribune Content Agency, LLC.

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Driving our mission

Cruise is expanding.

Cruise is building the worlds most advanced driverless technology to save and improve lives. Learn more about our progress towards driverless services here .

Marc Whitten, CEO

Announcing the appointment of Marc Whitten as our new Chief Executive Officer. We're also welcoming Nick Mulholland as Chief Communications & Marketing Officer. Learn more about our new leadership here .

Expanding into new cities

Now in Houston

We’ve recently expanded manual driving without autonomous systems engaged. Our plan is to transition to supervised autonomous driving with trained safety drivers behind the wheel in the near future.

How driverless works

Cruise vehicles are equipped with 40+ sensors, 360° vision, and tested for millions of miles.

Is there room to change lanes? Is it safe to turn left here? Cruise vehicles consider multiple paths per second, constantly choosing the best ones for unexpected events and changes in road conditions.

Cruise vehicles tell their wheels and other controls how to move along the selected path and react to changes in it. The result is a ride that’s safe, efficient, and natural-looking to other drivers.

Building safety into our technology

At Cruise, we aim to improve safety for all road users. Watch how a team of Cruisers who share a passion for cycling worked diligently to better protect cyclists on busy city streets.

Community impact

Cruise in the community

Being a good partner with the communities we serve is a vital part of our business and an extension of our mission to improve lives. Our signature social impact program, Cruise for Good leverages our all-electric vehicles to positively impact local communities. Learn more about Cruise for Good here .

We're here to help

Your feedback is important to us. Whether you have a question or want to report an issue, our team wants to hear from you. Get in touch here .

Cruise ridehail services are not available at this time, but you can join the waitlist to be one of the first..

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What We Know About the Global Microsoft Outage

Airlines to banks to retailers were affected in many countries. Businesses are struggling to recover.

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By Eshe Nelson and Danielle Kaye

Eshe Nelson reported from London and Danielle Kaye from New York.

Across the world, critical businesses and services including airlines, hospitals, train networks and TV stations, were disrupted on Friday by a global tech outage affecting Microsoft users.

In many countries, flights were grounded, workers could not get access to their systems and, in some cases, customers could not make card payments in stores. While some of the problems were resolved within hours, many businesses, websites and airlines continued to struggle to recover.

What happened?

A series of outages rippled across the globe as information displays, login systems and broadcasting networks went dark.

The problem affecting the majority of services was caused by a flawed update by CrowdStrike , an American cybersecurity firm, whose systems are intended to protect users from hackers. Microsoft said on Friday that it was aware of an issue affecting machines running “CrowdStrike Falcon.”

But Microsoft had also said there was an earlier outage affecting U.S. users of Azure, its cloud service system. Some users may have been affected by both. Even as CrowdStrike sent out a fix, some systems were still affected by midday in the United States as businesses needed to make manual updates to their systems to resolve the issue.

George Kurtz, the president and chief executive of CrowdStrike, said on Friday morning that it could take some time for some systems to recover.

How a Software Update Crashed Computers Around the World

Here’s a visual explanation for how a faulty software update crippled machines.

What was affected?

It is more apt to ask what was not affected. Everything from airlines to banks to health care systems in many countries was hit.

In Australia, passengers were stuck in long lines at Sydney airport as information screens went blank, and programming was disrupted at the national broadcaster. Airports in Britain, Germany and Taiwan had long delays at check-ins and flights were delayed or canceled. At an airport in South Korea, handwritten boarding passes were being slowly handed out.

How the airline cancellations rippled around the world (and across time zones)

Share of canceled flights at 25 airports on Friday

50% of flights

Ai r po r t

Bengalu r u K empeg o wda

Dhaka Shahjalal

Minneapolis-Saint P aul

Stuttga r t

Melbou r ne

Be r lin B r anden b urg

London City

Amsterdam Schiphol

Chicago O'Hare

Raleigh−Durham

B r adl e y

Cha r lotte

Reagan National

Philadelphia

1:20 a.m. ET

Flights continued to be disrupted at some U.S. airports into the morning because of the cascading effect of flight delays and cancellations. The Federal Aviation Administration said in a statement that ground stops and delays would be “intermittent” at some airports as airlines grapple with residual technology issues.

The outage affected emergency 911 lines in multiple states, the U.S. Emergency Alert System said on social media — but most if not all of the emergency system problems appeared to be resolving themselves by midmorning.

A few hospitals in Germany said they would cancel elective procedures; and in Britain, some doctors in the National Health Service were unable to gain access to systems. Kaiser Permanente, a medical system that provides care to 12.6 million members in the United States, said all of its hospitals’ systems were affected, and it activated backup systems to keep caring for patients.

At some banks, including JPMorgan Chase, there were delays in processing trades because bankers could not log into their work systems. TD Bank, the 10th largest in the United States, said customers complained that they could not access their online accounts.

But the problems were not uniform. London’s Heathrow Airport said that its flights were still operating. The London Stock Exchange said that it could not publish news updates but the exchange, where trades take place, was working as normal. The auction system at the Norwegian central bank was briefly interrupted, but other major central banks, the European Central Bank and Bank of England, said there was no effect on their systems.

In some cases, issues were resolved relatively quickly. In Ukraine, Sense Bank and the mobile operator Vodafone reported brief problems with their services. At Dubai International Airport, two airlines switched to alternative systems, allowing operations to resume.

Major grocery chains in the United States appeared largely unaffected, with most stores operating as usual. But the world’s biggest logistics companies, including United Parcel Service and FedEx, did report disruptions, causing delivery delays in some regions. A spokesman for UPS said the company’s computer systems in the United States and Europe were affected.

Who’s to blame?

Mr. Kurtz said CrowdStrike took responsibility for the software bug, sent in a system update, that caused the outage. He said in a post on X that Mac and Linux users were not affected.

The incident was not a cyberattack, Mr. Kurtz said, adding that customers remain “fully protected.” But Mr. Kurtz warned on NBC’s “Today” show that the fix could take some time to put in place.

“We understand the gravity of the situation and are deeply sorry for the inconvenience and disruption,” Mr. Kurtz said. Microsoft offered suggestions to users to help resolve the issue, including restoring backup systems.

While CrowdStrike is at fault for the software bug, J.J. Guy, chief executive of cybersecurity company Sevco, said poor resiliency of Microsoft’s operating system is to blame for extent of the damage.

“Bugs happen all the time and are unavoidable, the result of business complexity and technology,” Mr. Guy said. “But this became a catastrophic incident because of the remediation procedures. The resiliency of the operating system was not sufficient to mitigate the risk of that.”

Microsoft did not immediately respond to requests for comment on its operating system. The company’s chief executive, Satya Nadella, said in a post on X that Microsoft is working with CrowdStrike to offer customers technical guidance and bring systems back online.

Eshe Nelson is a reporter based in London, covering economics and business news for The New York Times. More about Eshe Nelson

Danielle Kaye is a business reporter and a 2024 David Carr Fellow, a program for journalists early in their careers. More about Danielle Kaye

Breaking News

COVID in California keeps rising: Wastewater levels worse than last summer

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Coronavirus levels in California’s wastewater now exceed last summer’s peak, an indication of the rapid spread of the super-contagious new FLiRT strains.

California has “very high” coronavirus levels in its wastewater — one of 21 states in that category, up from seven the prior week, according to estimates published Friday by the U.S. Centers for Disease Control and Prevention.

That means about 155 million people — nearly half of America’s population — live in areas with “very high” coronavirus levels in sewage. Besides California, the other states with “very high” levels are Alaska, Colorado, Connecticut, Florida, Hawaii, Idaho, Louisiana, Maryland, Minnesota, Nevada, New Hampshire, New Mexico, North Carolina, Oregon, Texas, Utah, Vermont, Washington, West Virginia and Wyoming. Washington, D.C., is also in that category.

Coronavirus levels in wastewater are also surging in Los Angeles County — and the rate of increase has been accelerating. The county also has seen notable jumps this month in newly confirmed infections, coronavirus-positive hospitalizations and the share of emergency room visits attributable to COVID-19.

Nationally, overall viral levels in wastewater are considered “high” for the second straight week, the CDC said. The estimates are subject to change as more data come in.

Most Americans probably know a family member, friend, co-worker or acquaintance who has come down with COVID-19 recently, perhaps being infected while traveling or at a social gathering.

“If you call — I don’t know — 20 or 30 friends, you’re very, very likely to find a bunch of them actually have COVID, or have had COVID recently, or are starting to be symptomatic,” said Dr. Ziyad Al-Aly, a COVID expert and chief of research and development at the Veterans Affairs St. Louis Health Care System in Missouri.

One notable recent case was President Biden, who tested positive for COVID-19 on Wednesday while traveling in Las Vegas. Biden returned to Delaware to recover. Los Angeles Mayor Karen Bass tested positive a few weeks ago, and Rep. Barbara Lee (D-Oakland) said Tuesday that she was celebrating her birthday while recovering from COVID.

“Our fight against COVID is not over!” Lee said on social media.

Biden tests positive for COVID-19 while campaigning in Las Vegas; ‘mild symptoms’ reported

President Biden has tested positive for the coronavirus, according to a speaker at the UnidosUS annual conference broadcast on the White House’s YouTube channel.

July 17, 2024

Across the nation, COVID-19’s shadow has become more pronounced lately, with the usual seasonal uptick in travel and socialization spawning a fresh spate of infections. Many cases are relatively mild, but nevertheless disruptive — forcing trips or plans to be canceled.

Some recently infected people have described painful COVID symptoms , such as a throat that feels like it’s studded with razor blades. Overall, however, there are no indications the FLiRT subvariants are associated with increased illness severity that would trigger a substantial increase in hospitalizations.

The CDC estimates that COVID-19 infections are growing or likely growing in 41 states, including California. There are no states where the coronavirus is declining or likely declining.

The COVID resurgence comes as the sprawling FLiRT family is increasing its dominance nationally. For the two-week period that ended Saturday, the CDC estimates that about 80% of the nation’s coronavirus specimens are of the FLiRT subvariants, up from about 65% for the same period a month earlier.

Rising COVID clashes with carefree California summer as cases jump, precautions fade

COVID’s spread is being aided by people who are still going to work or traveling while sick. Doctors say it’s important for people who are sick to avoid putting others at risk.

July 16, 2024

Across California, the rate at which COVID tests are returning positive results is also on the rise. For the week that ended July 15, 12.8% of tests came back positive. That’s up from 5.9% a month earlier and close to last summer’s peak of 13.1%, which was recorded at the end of August and early September.

For the 10-day period that ended July 6, the most recent for which data are available, coronavirus levels in Los Angeles County wastewater were at 36% of last winter’s peak, up from 27% for the 10-day period that ended June 29.

Newly confirmed COVID cases are rising faster, too. For the week that ended July 14, there were an average of 359 new cases a day in L.A. County, up from 307 the prior week. A month earlier, there were 154 cases a day.

Official COVID-19 case tallies are certainly an undercount, as those figures include only tests done at medical facilities, not those taken at home, and also don’t account for the fact that fewer people are testing when they feel sick. But the overall trends are still helpful to determine the trajectory of the summer wave.

COVID hospitalizations are also ticking up, though they remain below last summer’s peak. For the week that ended July 13, there were an average of 287 COVID-positive people per day in L.A. County hospitals, up from 139 for the comparable period a month earlier. Last summer’s peak was the week that ended Sept. 9, when an average of 620 COVID-positive patients were in the region’s hospitals per day.

For the week that ended July 14, L.A. County reported that 2.8% of all emergency room visits were COVID-related — up from 1.8% for the comparable period a month earlier, but below last summer’s peak of 5.1%.

Coronavirus levels are also high in the sewage of Santa Clara County , the San Francisco Bay Area’s most populous region and home to Silicon Valley. As of Friday, coronavirus levels were “high” in all of its sewersheds — San José, Palo Alto, Sunnyvale and Gilroy.

Doctors say it’s important to get tested if you have COVID symptoms, such as fever, aches, sore throat, chills, fatigue, cough, runny nose or headache, as well as less-common ailments such as vomiting, diarrhea and stomachache.

‘Playing COVID roulette’: Some infected by FLiRT variants report their most unpleasant symptoms yet

COVID cases and hospitalizations rise in L.A. County — and some of those recently reinfected with the FLiRT variants are finding the latest bout the worst yet.

July 8, 2024

Most health insurance plans in California — at least those regulated by the state — are required to reimburse covered people for eight at-home test kits per month, if an in-network provider is used.

Additionally, “if you have insurance, your health insurer is required to cover the entire cost of testing if a doctor orders the test. You do not need to have symptoms to request a test,” according to the L.A. County Department of Public Health.

Eligible individuals can also search for no-cost testing locations through a CDC website, testinglocator.cdc.gov . Those who have insurance may need to provide insurance information.

People who don’t have health insurance in L.A. County can also get free COVID testing at the county’s public health center nurse-only clinics and multi-service vaccination sites . Seniors age 65 and up who live in L.A. County, as well as residents who are unable to leave home, can also ask for two free test kits to be mailed to them by filling out a form online. Libraries in L.A. County, as well as food banks and senior centers, may also have free COVID test kits available.

Health officials also have urged people to consider asking medical providers for antiviral treatments, such as Paxlovid , to help battle an active COVID illness. Antivirals can be used to treat people with mild to moderate illness who are at risk of seeing their condition deteriorate.

“Waiting for symptoms to worsen is not recommended,” the California Department of Public Health says .

California hits ‘very high’ COVID levels as virus in wastewater jumps significantly

COVID virus levels have jumped significantly in wastewater across the nation, an indication the summer bump is continuing to grow.

July 15, 2024

Health officials previously have said that antiviral drugs are underused and they implored healthcare providers to properly prescribe them when indicated.

In an advisory , the California Department of Public Health said, “Most adults and some children with symptomatic COVID-19 are eligible for treatments. ... Providers should have a low threshold for prescribing COVID-19 therapeutics.”

The state of California once made virtual medical COVID visits free for residents, but that program ended in March. The contractor that provided the service, sesamecare.com/covid , now offers those medical services for a fee, though with a discount for California residents.

There has been relatively low uptake of the updated COVID-19 vaccine, which became available in September . Since then, 36.7% of California’s seniors 65 and older have received at least one dose of the updated vaccine, as have 18.5% of adults age 50 to 64 and 10% of younger adults, up to age 49.

Science & Medicine

Positive test not needed for long COVID diagnosis, experts conclude

People with symptoms do not need to have tested positive for the coronavirus to be considered for a diagnosis of long COVID, a new report says.

June 5, 2024

For people who haven’t received an updated COVID vaccine within the last year, “you should think about getting it, especially if you’re older and immune-compromised,” said UC San Francisco infectious diseases expert Dr. Peter Chin-Hong. People at highest risk of dying from COVID are those who are older or have weakened immune systems and haven’t been recently vaccinated.

Getting the 2023-24 vaccine now will still allow you to get the updated COVID vaccination that is on track to become available this fall. The CDC will recommend everyone 6 months and older get the updated 2024-25 version of the vaccine.

More to Read

COVID cases keep rising in L.A. County due to FLiRT; Mayor Karen Bass tests positive

July 1, 2024

Summer COVID bump intensifies in L.A. and California, fueled by FLiRT variants

June 24, 2024

COVID cases rising in L.A. County and California as new subvariants make mark

June 12, 2024

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Rong-Gong Lin II is a Metro reporter based in San Francisco who specializes in covering statewide earthquake safety issues and the COVID-19 pandemic. The Bay Area native is a graduate of UC Berkeley and started at the Los Angeles Times in 2004.

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of car buyers research online before they buy.

Google/Kantar TNS, U.S., The Drive to Decide Survey, n=500 recent car buyers, 2018.

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Car buying online 01, related content, related data.

Watch time of “test drive” videos on YouTube has grown by more than 65% in the past two years.

Car buying online 03

of shoppers who watch online videos to inform their purchase say new formats like 360° video would convince them to buy a car without a test drive.

Car buying online 02

Branded auto videos on YouTube grew from a 4% monthly share of views to 7% YOY.

Car buying online 04

of brand-owned videos are under one minute long.

Car buying online 05

of creator videos are over 10 minutes long.

Car buying online 06

more review videos feature test drives on YouTube than any other type of auto review video.

Car buying online 07