Consumer Satisfaction Hits Record High in May
CDK Global ease-of-purchase survey tracks change. Dealership inventories reaching normal levels as shoppers search for affordable options.

Seventy-two percent of buyers found the car they wanted in stock and in transit, compared to 70% of shoppers in April.
IMAGE: CDK Global

Seventy-two percent of buyers found the car they wanted in stock and in transit, compared to 70% of shoppers in April.
IMAGE: CDK Global
Consumers found the vehicle purchase process easier in May as dealership inventories are rising, despite persistent high interest rates that may impact those looking for affordable options. Market research by CDK Global, an automotive retail software provider, found consumer satisfaction rose to 84%, one of the highest scores recorded for the monthly survey.
Availability of new vehicles is improving, as 72% of buyers found the car they wanted in stock and in transit, compared to 70% of shoppers in April. Last month’s purchases required consumer sleuthing for availability as shoppers visited several dealerships to find the cars they hoped to purchase in stock. Nearly half visited two stores in May, up from 44% the previous month, only 26% of buyers visiting one dealership.
But while dealer inventories are on the upswing, rising interest rates are plaguing customers looking to secure affordable loans. May’s survey results took a significant dip, showing 58% of car buyers reporting that the credit application process was easy compared to 63% in the previous two months. Adding to the headache was discussing and agreeing on a final price, 41% of respondents saying the process was increasingly difficult in May versus 40% in April.
“With inventories rebounding in spots and the purchase process still relatively easy, it’s important for dealers to stay on top of new issues,” said David Thomas, automotive industry analyst at CDK Global. “Shoppers dreaming about a new car for summer travel may need to shape up their credit in order to make that big purchase a reality.”
CDK Global’s May Ease of Purchase survey data also found:
Time spent at the dealership fluctuated slightly, 16% of respondents saying the process took less time than expected, compared to 19% in April. Conversely, 49% of consumers said it was what they expected, up over April results of 46%.
Seventy percent of customers found the purchase process easier when it came to locating the vehicle they wanted, improving over April’s results at 67%.
Agreeing to a trade-in value was easier in May, at 51%, up from 50% in April.
For more in-depth information on the latest scorecard data results, visit CDK Global’s blog, Credit Struggles Don't Dent Ease of Purchase Score in May.
More Dealer Ops

Ladies and Gentlemen, This Is a Dealership: Why the Fundamentals Still Decide Who Wins
A teaching moment by a legendary football coach happens to apply perfectly in the auto retail space. Learn what it is and how to use it to your store’s advantage.
Read More →
Timing the Market Can Hurt Long-Term Program Performance
For dealer-owned reinsurance entities, avoiding volatility entirely can mean falling behind inflation and missing market rebounds that drive long term surplus growth. Missing just a handful of strong market days can materially impact cumulative returns—an important reminder for long horizon trust and investment strategies.
Read More →
Dealer Ads and the FTC
The agency has made it clear in recent enforcement actions and warnings, in auto retail and other industries, that advertised prices must include all nonoptional costs to the consumer.
Read More →
Used Autos Supply Dwindles
The March shopping surge, despite high prices, cut into inventory by the most since the thick of the pandemic, Cox Automotive analysts calculated.
Read More →
Managing Risk Effectively Through Changing Times
The variables influencing risk pricing have changed significantly over the past five years. Being proactive and responsive to emerging trends is not optional but essential.
Read More →
Survey Reveals What Won't Fix What's Breaking Car Sales
AutoPayPlus says extra-long auto loans are trapping consumers and threatening the dealer trade-in cycle, and that the industry is leveraging the wrong tools to combat high MSRPs.
Read More →
IA American Appoints Two Execs
Senior vice presidents of the company's agent and dealer channels chosen to support general agents and help auto dealers with sales and performance.
Read More →
Cox Automotive Acquires Inspection Firm
Full ownership of Alliance Inspection Management, or AiM, meant to unlock growth for Manheim inspection capabilities
Read More →
Assurant Expands Partnership With Holman
Extended collaboration delivers training, products and performance development to 30 newly acquired Holman dealerships
Read More →
Franchises, Throughput Down in First Half
A handful of states see franchise growth through June, while EV sales per store boost overall business in U.S.
Read More →