From Clicks to Keys: Navigating the Evolving Car Purchase Journey
Since 2019, AutoTrader has conducted ongoing consumer research to better understand how Canadians navigate the car buying journey. As consumer behaviours, expectations and purchase decisions continue to evolve, understanding what influences shoppers has become increasingly important.
The 2026 Path to Purchase Study takes a closer look at how Canadians research, compare and ultimately purchase vehicles, identifying shifts in shopper behaviour, key decision-making factors and the touchpoints that influence their journey.
For dealerships, these insights provide an opportunity to better anticipate shopper needs, strengthen customer engagement and identify ways to turn purchase intent into sales.
What You Will Discover in the Report
- Understand purchase motivations and what triggers Canadians to buy new or used vehicles.
- Reach shoppers at the right moments by uncovering where and how they research, compare and make decisions.
- Adapt to evolving shopper preferences and identify opportunities to influence purchase decisions.
- Overcome barriers to purchase by understanding the impact of affordability, financing and economic uncertainty.
- Build shopper confidence by learning what buyers value most as they approach a purchase.
- Drive long-term customer value by identifying opportunities to strengthen relationships beyond the sale.
