10:11 am, October 30, 2026
Visiting a dealership remains the biggest confidence booster for car buyers, with new research finding that half rely on face-to-face visits to help them make purchasing decisions.
A study commissioned by Cazoo found that 50% of buyers gain confidence from visiting dealerships, ahead of car search websites (44%) and dealership websites and apps (37.5%).
The findings come from Cazoo’s latest Consumer Insight Panel, which surveyed 2,025 car buyers about how they research and purchase vehicles.
Car buying websites and apps were cited by 30% of respondents as a source of confidence, followed by advice from family and friends (28%).
The research also found that the vast majority of buyers still prefer to complete the entire purchasing process at a dealership.
Almost three-quarters (72%) said they would feel most comfortable viewing, test driving and buying their next car from a dealer, up from 70% in both 2022 and 2025.
Meanwhile, 20% said they would prefer to view and test drive a vehicle at a dealership before completing the purchase online, unchanged from last year.
Just 7% said they would be most comfortable viewing and buying a car entirely online, down from 10.5% in 2025 and 11% in 2022.
However, the research also suggests artificial intelligence is beginning to play a role in how customers choose their next vehicle.
Some 13% of buyers said AI platforms would give them confidence when making purchasing decisions, compared with 18% who cited social media.
AI was particularly popular among younger buyers, with 21% of those aged between 25 and 34 identifying it as a source of confidence.
Lucy Tugby, chief marketing officer at Cazoo, said: ‘Confidence is central to making the right car buying decisions.
‘Our latest Consumer Insight Panel once again shows how much buyers still value visiting dealerships, while highlighting the pivotal role of car search websites in prompting dealer visits.’
She added: ‘It is also significant that younger buyers are the most likely to use AI platforms when selecting their next car.
‘This underscores the importance of dealers making their listings more attractive for AI-powered searches through detailed, descriptive content and video.’
Despite the growing use of digital tools, Tugby said dealerships remained central to the buying process.
‘Most buyers expect to view and purchase their next car at a dealership,’ she said.
‘This reinforces the need for dealers to deliver excellent customer experience, underpinned by processes that build trust and ensure transparency.’