Join Brian, Eric, and Tom as they discuss the insights from the new Urban Science and Harris Poll on US auto shoppers and their current concerns and buying interest. Don’t miss the overview and the opportunity to get your hands on a copy of the survey data. Hear from the experts on how you can apply this data for a stronger digital marketing strategy!
Brian Pasch is joined by Eric DeMont and Tom Kondrat from Urban Science to break down their latest consumer research in partnership with the Harris Poll. The episode explores buyer mindset around affordability, EV adoption, sales transparency, and regional sales strategy — with actionable insights for automotive retailers.
For over two years, affordability has consistently ranked as the top barrier to vehicle purchase. While tariffs may stir headlines, consumers remain focused on financing, trade-ins, and value. Dealers are encouraged to bring those conversations to the forefront of the buying process.
The data reveals a disconnect: 93% of dealers believe affordability is altering buyer behavior, but only 50% of consumers agree. Shoppers are still buying, but they’re researching more deeply and submitting more leads. Dealers must execute sales fundamentals and pricing transparency to stay competitive.
Dealers frustrated by low close rates often have process breakdowns. Tools like Urban Science’s SalesAlert and TrafficView can help identify whether issues stem from pricing, communication, or follow-up strategy — empowering stores to improve training and response tactics.
EV sales dipped nationally in Q2, but only due to Tesla’s political backlash. Other OEMs like Chevrolet, Cadillac, and Hyundai gained market share as shoppers explored alternative EV options. Federal tax incentives through September are temporarily lifting EV interest.
As range anxiety persists, hybrids have gained traction with buyers who want efficiency without the charging hassle. Toyota and Honda’s hybrid-first strategies are paying off, especially in regions like California, where consumers are moving away from Tesla and toward familiar brands.
Inventory allocation and stocking strategy should be driven by location. Urban Science emphasizes using dealership-level data to forecast what powertrains perform best in each market — whether ICE, hybrid, or BEV — and adjust ordering accordingly.
Not every lead results in a win — but dealerships can still benefit. Urban Science helps identify which leads defected and what they bought. That data can drive follow-up strategies focused on service, retention, or future purchases — especially when the customer already has an EV and may be looking to diversify.
The top three concerns for 2025 auto buyers are vehicle affordability, insurance costs, and long-term maintenance. Eric Demond recommends dealers proactively address these head-on through campaign messaging, sales scripts, and promotional strategies (e.g., free oil changes or service bundles).
Upcoming changes to federal tax credits and emissions standards will reshape pricing and vehicle availability in the coming months. Dealers who use tools like Urban Science’s predictive analytics will be better positioned to shift strategy and stay ahead of national and regional market fluctuations.
Brian Pasch is joined by Eric DeMont and Tom Kondrat from Urban Science to break down their latest consumer research in partnership with the Harris Poll. The episode explores buyer mindset around affordability, EV adoption, sales transparency, and regional sales strategy — with actionable insights for automotive retailers.
For over two years, affordability has consistently ranked as the top barrier to vehicle purchase. While tariffs may stir headlines, consumers remain focused on financing, trade-ins, and value. Dealers are encouraged to bring those conversations to the forefront of the buying process.
The data reveals a disconnect: 93% of dealers believe affordability is altering buyer behavior, but only 50% of consumers agree. Shoppers are still buying, but they’re researching more deeply and submitting more leads. Dealers must execute sales fundamentals and pricing transparency to stay competitive.
Dealers frustrated by low close rates often have process breakdowns. Tools like Urban Science’s SalesAlert and TrafficView can help identify whether issues stem from pricing, communication, or follow-up strategy — empowering stores to improve training and response tactics.
EV sales dipped nationally in Q2, but only due to Tesla’s political backlash. Other OEMs like Chevrolet, Cadillac, and Hyundai gained market share as shoppers explored alternative EV options. Federal tax incentives through September are temporarily lifting EV interest.
As range anxiety persists, hybrids have gained traction with buyers who want efficiency without the charging hassle. Toyota and Honda’s hybrid-first strategies are paying off, especially in regions like California, where consumers are moving away from Tesla and toward familiar brands.
Inventory allocation and stocking strategy should be driven by location. Urban Science emphasizes using dealership-level data to forecast what powertrains perform best in each market — whether ICE, hybrid, or BEV — and adjust ordering accordingly.
Not every lead results in a win — but dealerships can still benefit. Urban Science helps identify which leads defected and what they bought. That data can drive follow-up strategies focused on service, retention, or future purchases — especially when the customer already has an EV and may be looking to diversify.
The top three concerns for 2025 auto buyers are vehicle affordability, insurance costs, and long-term maintenance. Eric Demond recommends dealers proactively address these head-on through campaign messaging, sales scripts, and promotional strategies (e.g., free oil changes or service bundles).
Upcoming changes to federal tax credits and emissions standards will reshape pricing and vehicle availability in the coming months. Dealers who use tools like Urban Science’s predictive analytics will be better positioned to shift strategy and stay ahead of national and regional market fluctuations.
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