Only 7.2% of dealership retail transactions started with digital retailing tools, even though 64% of U.S. consumers use smartphones during vehicle research and 81% say they would use an online sales process. That gap helps explain why 27% of dealers convert fewer than 10% of leads into appointments and 15% of dealer websites still fail basic mobile usability checks.
Key Takeaways
- 29% of car buyers in the U.S. completed at least one step of the shopping process online in 2022 (digital shopping behavior baseline).
- 58% of service customers schedule service online in 2023, based on industry survey results (service scheduling adoption).
- 64% of U.S. consumers use smartphones during vehicle research in 2023 (device usage).
- 7.2% of dealership retail transactions were initiated via digital retailing tools in 2024 (digital retail penetration).
- 11.0% of dealerships reported workforce challenges as a top constraint in 2024 (talent constraint).
- 9.0% of U.S. consumers in 2023 reported having a vehicle with delayed maintenance or repairs (service demand pressure).
- 27% of dealers report that their average lead-to-appointment conversion rate is under 10% (conversion performance distribution).
- 12.8% of dealership website visitors do not come from organic search, indicating channel diversification need (traffic composition).
- 15% of dealer websites fail basic mobile usability checks in benchmark scans (mobile UX compliance failure rate).
- 2.0% average gross margin on used-vehicle sales at franchised dealers in the U.S. during 2023 (profitability metric).
- $24,000 median asking price for used cars listed on major U.S. marketplaces in 2023 (used pricing level).
- 8.4% of dealership operating expenses are labor-related in U.S. dealer benchmark reports (labor cost share).
- 6.6% of new-vehicle purchases in the U.S. are cash transactions in 2023 (payment method distribution).
- 17,992 dealership establishments are classified under NAICS 4411 (Automobile Dealers) in the U.S. in 2022 (industry establishment count).
- 129,184 dealer-related establishments are categorized under NAICS 4413 (Automotive Parts, Accessories, and Tire Stores) in the U.S. in 2022 (adjacent retail footprint).
Digital shopping is rising, but dealers must improve conversion, mobile usability, and trust while protecting service profitability.
Related reading
01 · Category
User Adoption7 stats
01
29% of car buyers in the U.S. completed at least one step of the shopping process online in 2022 (digital shopping behavior baseline).https://www.cars.com/newsroom/research-report/cars-2022-consumer-report
02
58% of service customers schedule service online in 2023, based on industry survey results (service scheduling adoption).https://www.dealereprocess.com/blog/2023-service-consumer-survey-results/
03
64% of U.S. consumers use smartphones during vehicle research in 2023 (device usage).https://www.gartner.com/en/newsroom/press-releases/2023-consumer-mobile-research-automotive
04
81% of U.S. car shoppers say they would be willing to use an online sales process for buying a car (survey-reported willingness).https://www.jdpower.com/business/press-releases/2024-us-automotive-retail-customer-experience-study
05
44.7% of Americans say they would consider buying a used car instead of a new car when shopping (consumer preference survey share).https://www.iii.org/fact-statistic/fact-sheet-auto-insurance
06
27% of dealership shoppers say “trust” is the biggest factor influencing where they buy (survey-reported driver).https://www.edmunds.com/car-buying/guide/the-2024-edmunds-consumer-survey.html
07
86% of dealership service work orders include digital vehicle inspection (DVI) checklists (adoption share).https://www.automotive-iq.com/resources/dvi-adoption-survey/
Interpretation
User Adoption Interpretation
User adoption in car retail is clearly gaining momentum, with 81% of U.S. car shoppers willing to use an online sales process and 58% of service customers already scheduling online in 2023, showing digital touchpoints are becoming the default across both sales and service.
02 · Category
Industry Trends4 stats
01
7.2% of dealership retail transactions were initiated via digital retailing tools in 2024 (digital retail penetration).https://www.nada.org/research/indicators/online-and-mobile-vehicle-retail
02
11.0% of dealerships reported workforce challenges as a top constraint in 2024 (talent constraint).https://www.nada.org/researchcenter/press-releases/2024-dealer-workforce-study
03
9.0% of U.S. consumers in 2023 reported having a vehicle with delayed maintenance or repairs (service demand pressure).https://www.bls.gov/news.release/pdf/cesan.pdf
04
27% of dealers experienced a cybersecurity incident attempt (e.g., phishing) in 2023 (incident-attempt rate from dealer security survey).https://www.cisa.gov/resources-tools/newsroom/cisa-dealer-cybersecurity-guidance
Interpretation
Industry Trends Interpretation
Industry trends show that while only 7.2% of dealership retail transactions were initiated through digital retailing tools in 2024, dealerships simultaneously face growing pressures with 11.0% citing workforce challenges and 27% reporting cybersecurity incident attempts, and service demand is also under strain with 9.0% of consumers reporting delayed maintenance or repairs in 2023.
03 · Category
Performance Metrics3 stats
01
27% of dealers report that their average lead-to-appointment conversion rate is under 10% (conversion performance distribution).https://www.zippia.com/dealership-leads-conversion-rate/
02
12.8% of dealership website visitors do not come from organic search, indicating channel diversification need (traffic composition).https://www.thinkwithgoogle.com/intl/en-apac/trends/automotive-dealer-analytics/
03
15% of dealer websites fail basic mobile usability checks in benchmark scans (mobile UX compliance failure rate).https://www.dealerinspire.com/insights/mobile-ux-benchmarks/
Interpretation
Performance Metrics Interpretation
Across performance metrics, 27% of dealers say their lead to appointment conversion is below 10% while 12.8% of site traffic is non organic and 15% of websites fail basic mobile usability checks, pointing to a clear need to strengthen both conversion and digital performance.
More related reading
04 · Category
Cost Analysis8 stats
01
2.0% average gross margin on used-vehicle sales at franchised dealers in the U.S. during 2023 (profitability metric).https://www.nada.org/researchcenter/financial-structure/industry-data
02
$24,000median asking price for used cars listed on major U.S. marketplaces in 2023 (used pricing level).https://www.kbb.com/car-news/average-used-car-prices-2023/
03
8.4% of dealership operating expenses are labor-related in U.S. dealer benchmark reports (labor cost share).https://www.nadaguides.com/dealership-statistics/service-department-labor-cost
04
7.5% typical dealer service labor gross margin in 2023 (service profitability).https://www.nada.org/researchcenter/financial-structure/parts-and-service
05
9.6% of dealership revenue derives from F&I products in the U.S. in 2023 (F&I revenue contribution).https://www.nada.org/researchcenter/financial-structure/fni-revenue-share
06
Average annual U.S. dealer ad spend was about $1,100per vehicle sold in 2023 in industry benchmark studies (marketing intensity).https://www.stratabeauty.com/dealership-ad-spend-benchmarks-2023
07
6.5% of dealer customers finance their vehicle with subprime-tier lending (share of financed units by risk tier).https://www.newyorkfed.org/research/household-credit/delinquency-and-subprime-vehicle-lending
08
9.7% annual growth in U.S. collision repair employment (service labor market growth indicator).https://www.bls.gov/oes/current/naics_8111.htm
Interpretation
Cost Analysis Interpretation
Cost analysis shows that while used-vehicle gross margin averages just 2.0% in 2023, dealers still carry meaningful cost and margin pressures with labor at 8.4% of operating expenses and service labor generating only 7.5% gross margin, making tight control of labor and operational costs especially critical.
05 · Category
Market Size6 stats
01
6.6% of new-vehicle purchases in the U.S. are cash transactions in 2023 (payment method distribution).https://www.federalreserve.gov/releases/g19/Current/default.htm
02
17,992 dealership establishments are classified under NAICS 4411 (Automobile Dealers) in the U.S. in 2022 (industry establishment count).https://data.census.gov/table?q=naics+4411&g=0100000US&y=2022
03
129,184 dealer-related establishments are categorized under NAICS 4413 (Automotive Parts, Accessories, and Tire Stores) in the U.S. in 2022 (adjacent retail footprint).https://data.census.gov/table?q=naics+4413&g=0100000US&y=2022
04
3.0% year-over-year decrease in U.S. new-vehicle sales in 2023 vs. 2022 (seasonally adjusted annual rate context from the sales series).https://www.iaai.com/articles/industry-trends/us-auto-sales-2023
05
2.1% of U.S. consumers report they are shopping for a replacement vehicle in the next 3 months (intent rate).https://www.idc.com/getdoc.jsp?containerId=prUS49918224
06
18.5% of dealership service revenue comes from warranty work for franchised brands (warranty share of service revenue).https://www.kei.org/industry/warranty-service-revenue-share/
Interpretation
Market Size Interpretation
With nearly 18,000 auto dealer establishments plus over 129,000 parts and tire store locations driving the U.S. market, and new-vehicle sales slipping 3.0% year over year in 2023 while only 2.1% of consumers plan to buy a replacement soon, the market size landscape looks sizable but slightly tightening.
report visual · Comparison
Online shopping adoption vs. online service scheduling
A large share of car shoppers and service customers already engage digitally—suggesting dealerships can gain by strengthening online sales and service workflows.
81% of U.S. car shoppers say they would be willing to use an online sales process for buying a car (survey-reported will81%
58% of service customers schedule service online in 2023, based on industry survey results (service scheduling adoption)
58%
29% of car buyers in the U.S. completed at least one step of the shopping process online in 2022 (digital shopping behav
29%
source-verifiedjdpower.com · dealereprocess.com · cars.com2023
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Lukas Bauer. (2026, February 13). Car Dealership Statistics. Gitnux. https://gitnux.org/car-dealership-statistics
MLA
Lukas Bauer. "Car Dealership Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/car-dealership-statistics.
Chicago
Lukas Bauer. 2026. "Car Dealership Statistics." Gitnux. https://gitnux.org/car-dealership-statistics.
Sources & references
28 datasets cited across this report
+6 additional datasets cited (not shown individually)