Video: Why Video Is Now a Sales Necessity for Car Sales

In today’s fast‑paced digital landscape, video has become an essential tool for dealerships striving to capture and keep consumer attention. As industry experts Anu Roberts, senior director of Product Marketing at CDK Global and Craig Zeutzius, CEO of CoVideo highlighted at NADA 2026, modern buyers now live in a “TikTok and Instagram Reels world,” where short‑form, visually rich content dominates how information is discovered and consumed.

People tend to look at 20 videos now before making a purchase decision.

Craig Zeutzius, CEO of CoVideo

How Video Is Changing Car Buying

With shoppers watching an average of 20 videos before narrowing their choices to just two dealerships, the shift in consumer behavior is clear: Dealerships must adapt. Video enables more authentic, personalized communication, particularly for younger buyers who prefer FaceTime‑style interactions over traditional emails or calls, giving dealerships a powerful way to stand out in a competitive digital marketplace.

Video Drives Appointments and Showroom Visits

Beyond meeting changing expectations, video is proving to be a performance driver. Traditional outreach methods often struggle to break through the noise, but dealerships incorporating video into their communication workflows are seeing engagement soar — appointment‑setting rates can nearly double, and video‑enabled interactions significantly increase the likelihood of turning online interest into in‑store visits. 

Two-and-a-half percent times more cars sold through through online channels are marketed and largely engaged with video.

Craig Zeutzius, CEO of CoVideo

By demystifying the car‑buying process and fostering trust early on, video helps create more informed, confident shoppers. As the industry continues to evolve, dealerships that make video a core part of their marketing strategy won’t just keep pace with consumer trends. 

Watch the entire conversation to find out how Sales teams can position themselves to thrive in an increasingly competitive market.