Notable Observations in the 2025 SSI study

• Nearly one-fourth of buyers want a follow-up on their vehicle’s features but it never comes: While most buyers want to learn about all of their vehicle’s features upon delivery, nearly one-fourth (22%) indicate they would like a follow-up explanation of vehicle features and controls from the dealership a few weeks later, either through a phone call, dealership visit or online video/tutorials. However, more than half (53%) of these buyers never receive any such follow-up, presenting a key opportunity for dealers to improve the vehicle delivery process and boost future service retention and loyalty.
• Justifying trade-in values drives higher satisfaction: Trade-in transactions have been steadily increasing since the decline in lease volume that began several years ago. Among buyers who traded in a vehicle, 28% say their trade-in value was less than expected. However, when the dealer provides a clear explanation justifying the trade-in value, customer satisfaction is notably higher, even among those buyers who say the trade-in value didn’t meet their expectations. In such instances, overall satisfaction with the deal-making process averages a score of 800 when justification was provided but plummets to 672 when it wasn’t, highlighting the importance of transparency in the trade-in process.
• Import brand buyers are more likely to say tariffs accelerated their purchase plans: Buyers of brands from Japan and Europe more likely advanced their vehicle purchase in response to tariffs. Overall, among customers who say tariffs impacted their purchase, 87% in both the premium and mass market segments say they bought their vehicle sooner than intended. Furthermore, nearly 15% of buyers in both segments say they spent more than originally intended for their new vehicle.