Visiting dealerships remains the most confidence building part of the car search journey, according to research commissioned by Cazoo.
The latest Consumer Insight Panel found visits to dealers remains the greatest source of assurance for 50% of buyers, closely followed by car search websites (44%); both retaining their positions from last year’s survey.
These were followed by dealership websites and apps (37.5%), car buying websites and apps (30%) and advice from family and friends (28%).
At least one in ten (13%) said AI platforms would give them the confidence they need to make purchasing decisions, just behind social media (18%) but on a par with YouTube.
The research, which polled the views of 2,025 car buyers, found AI platform usage is highest among buyers aged 25-34 (21%).
Lucy Tugby, Chief Marketing Officer of 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.
“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.”
Once again, the majority of buyers (72%) said they would feel the most comfortable viewing, test driving and buying from a dealership. Up from 70% in both 2022 and 2025.
Levels among those viewing and test driving at a dealer but then buying online remained unchanged year-on-year at 20%.
While those viewing and buying online dropped to 7%, down from 10.5% in 2025 and 11% in 2022.
Tugby 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.”