Online vs. In-Person: A Hybrid Car Sales Approach

Today, many auto dealerships across the U.S. are debating whether some or all of the new vehicle sales process should be moved online. Data suggest a hybrid sales approach, may be best. Let’s break down which tasks are better suited for online versus those that should remain part of the in-person shopping experience.

Online vs. In-Person Steps: An Action Plan

In CDK’s most recent study of car shoppers, 91% said they took a test drive with 78% saying it was the test drive alone that convinced them to buy a car. Clearly, this is an in-person activity to be highlighted. Yet, in CDK’s monthly Ease of Purchase Scorecard, CDK tracks what parts of the process are indeed easiest for shoppers. They routinely cite applying for credit and finance paperwork as sore spots along with negotiating the price and trade-in value.

Additionally, most customers (62%) will contact the dealership to schedule that test drive and likely confirm available inventory. Sales representatives should encourage those buyers scheduling a test drive to begin part of the process online to save time and help turn a lead into an actual buyer.

Depending on your dealerships’ digital capabilities and the willingness of the buyer, here’s what buyers can do before they arrive for the test drive that’ll save them time at the dealership:

• Pull their current credit score: The three big credit bureaus, Equifax, Experian and TransUnion, offer free credit reports for consumers.
• Pre-qualify for a loan and get a quote for insurance: Of course, your dealership’s F&I team will want to help your buyers with your store’s F&I offers. So encourage the buyer to come prepared to give your F&I department the numbers to beat for loan APR and terms.
• Discuss and understand the buyer’s needs: You can help the buyer move further along the sales process by discussing their wants and needs regarding vehicle segments and trim package options among models in your inventory.
• Find available inventory: Many stores make it clear online which vehicles they have on their lots available for test drives. Encourage buyers to express interest in one or two particular vehicles so you have time to prepare them.
• Negotiate a trade-in offer: Many buyers will have a vehicle to trade in. While the vehicle’s condition will be confirmed in person, buyers can get a fairly accurate accounting of its value and how much their trade-in vehicle may reduce the final price and monthly payment. Give the buyer a clearer picture of what their trade-in will do for their payment to help them make a decision faster.
• Negotiate the price: Many buyers have a good idea of the vehicle they’d like to buy. Unless your dealership has “no haggle” pricing, save time and discuss a vehicle’s price online or over the phone.

We mention that doing any of the steps above online can save time for both you and the buyer for a very good reason. CDK’s 2025 Friction Points Study shows that the more time a customer spends in the dealership to close the deal, the lower the NPS, which solidifies the need for a process that incorporates both in-person and digital interactions.

The Test Drive Experience Remains Critical

Though much of the car-buying process can be done online, in-person shopping isn’t going away anytime soon. In our survey, 70% of buyers still completed all or most of the steps at the dealership.

As mentioned earlier, buyers cited a test drive as the number one reason to come to the dealership. The customers’ test drive experience — the first impression of the vehicle — was critical to closing the deal. Here are some ways you can ensure a great test drive:

• Ensure the vehicle is clean inside and out: The vehicle being shown should look as good as possible, including the view inside the trunk or rear cargo area.
• Park the vehicle out front so it’s visible upon arrival: You don’t want the customer to have to wait while you retrieve the vehicle. So it should already be visible to the buyer as they drive up.
• Plan the drive route carefully: While the dealership likely has a preferred test drive route, some vehicles may be better showcased using variations on that route or a different route altogether. For instance, a sports car will want to stretch its legs on a twisty two-lane to demonstrate its vehicle dynamics.
• Understand in advance who’ll be driving/riding along: Help seal the deal and figure out who’ll be accompanying the buyer so you can adjust the seat travel accordingly.

Spend the time with a customer in person on an engaged experience like the test drive and relegate tasks that are more cumbersome online to elevate the entire car purchase process.