European car buyers still favour dealerships despite digital growth

Dealerships remain central to the car-buying journey across Europe, despite growing consumer demand for digital tools and more connected purchasing experiences, according to new research from Codeweavers.

The company’s Car Finance Market Trends and Buyer Behaviour Report, based on a survey of more than 5,000 consumers across the UK, France, Germany, Italy and Spain, found that most buyers in several European markets still complete their vehicle purchases entirely in person.

Italy recorded the highest proportion of dealership-based purchases, with 73% of consumers completing their most recent vehicle purchase in person. This was followed by France at 66% and Spain at 58%.

In contrast, fewer than half (47%) of UK respondents purchased their vehicle entirely in person, suggesting greater adoption of alternative purchasing journeys.

Despite the continued importance of physical dealerships, the research revealed significant differences in how consumers use dealer websites when researching vehicles.

Almost half (47%) of UK consumers visited a dealership website during their research, compared with 35% in Germany, 29% in Spain, 25% in Italy and just 19% in France.

The findings suggest that while dealerships remain important to the final purchase decision, their digital channels are not necessarily the primary starting point for consumers.

Growing demand for connected buying experiences

The research also identified increasing expectations for a seamless transition between online and offline interactions.

In Spain, 86% of respondents said a connected journey between digital channels and dealerships was important when purchasing a vehicle. This compared with 74% in France and 72% in Germany.

Consumers in Germany and Spain were particularly interested in being able to begin their purchasing journey online before completing it at a dealership.

Around four in ten respondents in both markets said this flexibility would add significant value to their buying experience.

“Consumers increasingly want the convenience of researching online, comparing options and checking affordability digitally, but they still value the reassurance and expertise that dealerships provide. The opportunity for retailers is creating a connected experience that allows customers to move between channels effortlessly.”

The findings highlight the importance of integrating digital research, vehicle selection and finance information with the traditional dealership experience, rather than treating online and physical retail as separate channels.