Cox Automotive released new research, “Know Your Buyer, Grow Your Lot,” developed in consultation with the National Independent Automobile Dealers Association (NIADA), examining the realities shaping today’s independent dealership buyers and the operational strategies dealers can implement to improve conversion, trust and long-term loyalty.
Independent buyer research from Cox Automotive reveals that independent dealer buyers are fundamentally different from traditional retail auto shoppers. Rather than shopping based off wants, most buyers are navigating financial pressure, urgent transportation needs and constrained credit situations – factors that influence every stage of the purchase journey.
“Independent dealers are serving a customer who is often under real pressure and making one of the most important financial decisions they can afford,” said Elizabeth Stegall, senior director, client retention. “This research shows that success today is not simply about having the right inventory – it’s about creating a buying experience rooted in speed, transparency and trust.”
Key findings from the research include:
- 79% of buyers say they need a vehicle rather than want one
- 77% of buyers purchasing 11 to 20-year-old vehicles earn an under $75,000 household income
- Buyers spend an average of 16.5 hours researching vehicles online
- 77% use third-party listing sites during their search
- Only 21% say they would return to the same dealership for their next purchase
The research found that the customer journey is increasingly shaped before a buyer ever contacts a dealership, with shoppers visiting more than five websites, and 83% begin shopping without knowing exactly which vehicle they want. The findings underscore how dealership listings, responsiveness and digital merchandising play a critical role in shaping buyer trust early in the process.
“The digital experience has become one of the most important competitive differentiators for independent dealers,” said Stegall. “Dealers that prioritize accurate listings, transparent pricing, fast response times and clear financing information are far more likely to earn trust before a customer ever steps onto the lot.”
The research outlines several operational priorities for dealers, including:
- Simplifying and accelerating the buying process
- Increasing pricing and financing transparency
- Investing in stronger digital merchandising and responsiveness
- Creating financing pathways that reflect buyer realities
- Strengthening post-sale communication to improve loyalty and referrals
The research found that trust – not price alone – has become one of the largest barriers to both conversion and long-term loyalty. While many buyers report satisfaction with the final purchase price, fewer say they trust they received the best deal, with dissatisfaction often tied to unclear financing terms, unexpected fees, or inconsistent communication.
To address these concerns, the research recommends dealers prioritize transparent pricing, upfront vehicle history information, simplified financing communication and a more straightforward purchase process designed to reduce friction and uncertainty for buyers.
“Know Your Buyer, Grow Your Lot” was developed in consultation with NIADA and is based on responses from 384 used-vehicle buyers who purchased from an independent dealership between September 2024 and August 2025.
PassTime, a leading provider of asset tracking and location solutions, announced June 22 the launch of TruGuard, a new commercial asset protection and visibility brand designed to help businesses protect, track, and manage high-value mobile assets across demanding real-world operations.
Built specifically for commercial and operational environments, TruGuard delivers scalable solutions for businesses managing fleets, trailers, construction equipment, cargo, rental assets, medical equipment, waste management operations, and more. The brand focuses on helping organizations reduce theft and loss, improve asset visibility, maintain accountability, and keep critical assets moving.
“Businesses today are managing more mobile assets across more locations than ever before, and they need solutions built for the realities of daily operations,” said Chris Macheca, president and COO of PassTime. “TruGuard was created to provide commercial customers with reliable, straightforward asset protection and visibility solutions that work in the real world – whether that’s a fleet vehicle, a trailer, heavy equipment on a jobsite, or critical medical equipment moving between facilities.”
The TruGuard brand launches with three distinct product solutions designed to address different operational needs:
- TruGuard MT – Flexible Tracking Anywhere
A fully wireless, self-powered tracking solution designed for fast deployment across powered and non-powered assets without installation or maintenance.
- TruGuard HD – Rugged Protection
A rugged, self-powered tracking solution engineered for harsh environments and long-term deployment on construction equipment, industrial assets, and exposed trailers.
- TruGuard XP – Maximum Control
A fully wired solution delivering real-time tracking, advanced alerts, and optional remote disablement for powered assets requiring continuous visibility and operational control.
In addition to the new product lineup, PassTime is also introducing the TruGuard Asset Management Portal, a centralized platform designed to help businesses manage and monitor their assets with greater visibility and control. The portal provides customers with advanced mapping, real-time alerts, geofence management, reporting tools, and device management capabilities across the entire TruGuard ecosystem.
“TruGuard is about operational trust,” added Macheca. “Businesses depend on knowing where their assets are, that they’re protected, and that operations can continue without disruption. That’s the problem TruGuard is built to solve.”
TruGuard products are available now through PassTime.
