The State of the Car Buyer 2026

Car buyers are still showing up at dealerships in 2026, but that doesn't mean the purchase process is getting any easier. After months of tracking attitudes around the Ease of Purchase so far this year, CDK's new study of more than 1,200 car buyers explores the reason why car buyers feel the way they do. 

From rising gas prices and high interest rates to changing perceptions of vehicle affordability and ownership costs, today's buyers are navigating a more complicated path to purchase than just a year or two ago. 

Our study also highlights how shopper attitudes vary across gas, hybrid, plug-in hybrid, and EV buyers. While alternative powertrains continue to gain attention, buyers of every vehicle type tend to believe their choice delivers the best long-term value. At the same time, misconceptions about purchase prices, operating costs, and ownership expenses remain widespread, creating new opportunities for dealers to educate customers and build trust during the Sales process. 

Areas explored in the State of the Car Buyer 2026 Study include:

• Driving Habits
• Cost Considerations
• The Influence of Gas Prices and Interest Rates
• The Purchase Process

Economic pressures are also reshaping the market. Most buyers say rising gas prices have increased their openness to alternative powertrains, while more than half report delaying a vehicle purchase because of interest rates. These are often areas dealers can’t control but need to still consider when assessing each customer that comes through the door. Download the report.