Dealership visits remain the leading source of confidence for car buyers, with 50% identifying them as providing assurance when making purchasing decisions, according to research commissioned by Cazoo.
The marketplace’s latest Consumer Insight Panel also found that 72% would feel most comfortable viewing, test driving and buying their next car at a dealership, up from 70% in both 2022 and 2025.
Car search websites ranked second as a source of confidence, cited by 44% of respondents. Dealership visits and car search websites retained their positions from last year’s survey.
Dealership websites and apps followed at 37.5%, ahead of car buying websites and apps at 30% and advice from family and friends at 28%.
Dealership buying preference strengthens
The proportion most comfortable viewing and test driving at a dealership before completing their purchase online remained unchanged year-on-year at 20%.
Those preferring to view and buy online fell to 7%, compared with 10.5% in 2025 and 11% in 2022.
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.”
The findings concern buyers’ stated preferences and sources of confidence, rather than the channels through which they ultimately completed a purchase.
AI attracts younger car buyers
AI platforms were cited by 13% of respondents as a source of confidence when making purchasing decisions, behind social media at 18% and on a par with YouTube.
Cazoo said AI platform usage was highest among buyers aged 25 to 34, at 21%.
Tugby said: “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.”
She added: “Most buyers expect to view and purchase their next car at a dealership. This reinforces the need for dealers to deliver excellent customer experience, underpinned by processes that build trust and ensure transparency.”
Independent researcher Insight Advantage conducted the survey from September 14 to 17, 2026, among 2,025 adults who were sole or joint decision makers when buying a car.
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