The Evolving U.S. Automotive Customer: Insights for Personalization and Experience Innovation

Introduction

The U.S. automotive industry is at a pivotal moment. Consumer expectations, digital behaviors, and attitudes toward car buying and ownership are shifting rapidly, driven by generational change, economic pressures, and the accelerating adoption of new technologies like electric vehicles (EVs). Publicis Sapient’s research into U.S. automotive consumers reveals a landscape where personalization, seamless digital experiences, and data-driven engagement are no longer optional—they are essential for OEMs and dealers seeking to win and retain customers in a highly competitive market.

This page synthesizes key findings from our U.S. automotive consumer research, offering actionable recommendations for OEMs and dealers to harness data and digital platforms for experience innovation. We explore generational differences, the evolving role of the dealer, and the opportunities and challenges of EV adoption, all through the lens of personalization and customer experience.

U.S. Automotive Consumers: Attitudes and Behaviors

The Car as Identity and Lifestyle

• Over 90% of U.S. households own at least one car, and 74% of car owners say they love driving their vehicle.
• Nearly half (49%) of those who love driving also see their car as a reflection of their identity.
• More than half agree that vehicles are becoming more important in daily life, with 36% saying they would upgrade their car before their home.

Implication: Personalization must go beyond transactional offers. OEMs and dealers should leverage data to understand lifestyle, values, and life stage, creating experiences that make the brand an extension of the customer’s identity.

The Compressed, Digital-First Buying Journey

• 85% of shoppers look for a vehicle for less than six months.
• The average car buyer spends 10 hours online researching, with over 900 digital interactions, but less than four hours in showrooms.
• Most buyers visit the dealership only once, often knowing exactly what they want before they arrive.

Implication: The digital experience is the primary battleground for influence. Brands must deliver relevant, personalized content and offers at every digital touchpoint, using data to anticipate needs and guide the journey.

Generational Differences: Digital Natives and Digital Converts

• Younger consumers (18-34) are more open to new mobility models, digital tools, and EVs, and are twice as likely as older groups to consider new auto startups.
• Older consumers (50+) value established brands and in-person dealer interactions, and are more hesitant about EVs and digital-only experiences.
• Interest in digital services (e.g., online service scheduling, cost tracking tools) is highest among younger generations, but even older consumers are showing increased digital engagement.

Implication: Personalization strategies must be tailored by generation. For younger buyers, focus on digital convenience, transparency, and innovative ownership models. For older buyers, blend digital with high-touch, trusted dealer experiences.

The Role of the Dealer: From Transactional to Trusted Advisor

Despite the rise of digital, 90% of U.S. consumers still prefer to buy from a dealership, and 77% say speaking with a dealer in person is important—especially among older age groups. However, the dealer’s role is evolving:

• Education: Dealers are increasingly expected to educate consumers on complex topics like EVs, financing, and new mobility services.
• Personalization: Dealers need access to unified customer data to deliver relevant recommendations, offers, and post-sale services.
• Omnichannel Experience: Consumers expect seamless transitions between online research and in-person interactions, with consistent information and offers.

Actionable Recommendation:

• Invest in integrated digital experience platforms that connect OEM, dealer, and third-party data, enabling a 360° view of the customer.
• Equip dealers with tools and training to act as mobility advisors, not just salespeople—especially for EVs and new service models.
• Use data to personalize every interaction, from pre-sale to post-sale, and coordinate messaging across channels.

Electric Vehicles: Opportunity and Education Gaps

• EV interest is surging, with 66% of consumers more likely to buy from established brands, but 54% of 18-34 year-olds open to startups like Tesla or Lucid.
• Only 11% of Americans rate their EV knowledge as excellent or very good; knowledge is highest among the youngest consumers.
• Top barriers include concerns about charging, cost, and reliability. Incentives (tax rebates, warranties, easy repairs) are key to driving adoption.

Actionable Recommendation:

• Use data to segment and target EV messaging by age, knowledge level, and lifestyle.
• Develop digital content and tools that demystify EV ownership, highlight incentives, and address common concerns.
• Position dealers as EV educators, providing training and digital resources to support informed, confident purchases.

Data-Driven Personalization: The New Competitive Advantage

Why Data Matters

• Personalization cannot happen in aggregate. It requires granular, real-time data on preferences, behaviors, and context.
• Most OEMs and dealers have invested in analytics and personalization tools, but data silos and lack of integration remain major barriers.
• Consumers are willing to share data for value—40% would share driving data for insurance discounts or better experiences.

Building the Connected Ecosystem

• Break down silos: Integrate data across OEM, dealer, and digital channels to create a unified customer profile.
• Leverage AI and automation: Use machine learning to predict needs, recommend next best actions, and optimize content and offers.
• Enable omnichannel orchestration: Ensure that every touchpoint—web, mobile, showroom, service—is informed by the same data and delivers a consistent, personalized experience.

Actionable Recommendation:

• Invest in customer data platforms (CDPs) and digital experience platforms (DXPs) that enable real-time, cross-channel personalization.
• Foster a culture of data sharing and collaboration between OEMs and dealers, with clear governance and incentives.
• Use data not just for marketing, but to enhance service, loyalty, and lifetime value.

The Path Forward: Experience Innovation for Growth

The U.S. automotive customer is evolving—fast. Winning brands will be those that:

• Understand and anticipate individual needs across the entire lifecycle, not just at the point of sale.
• Empower dealers to deliver personalized, data-driven experiences and act as trusted advisors.
• Lead on EV education and adoption, bridging knowledge gaps and addressing concerns with targeted, digital-first engagement.
• Invest in integrated data and digital platforms to orchestrate seamless, omnichannel journeys.

By embracing these imperatives, OEMs and dealers can move beyond transactional relationships to become true partners in their customers’ mobility journeys—driving loyalty, advocacy, and sustainable growth in a rapidly changing market.

Contact Publicis Sapient to learn how we help automotive brands unlock the power of data, digital, and experience innovation for the next era of mobility.