Summary
New research from Close Brothers Motor Finance, reported by Motor Trader, finds that two-thirds of motorists now use AI during their car‑buying journey. Close Brothers says this signals a shift from traditional research, with 60% expecting AI to be a core part of their next purchase. The company argues AI is now a practical tool for early research and budgeting, while human expertise remains central for finance and final decisions.
How motorists are using AI
- 66% use AI at some point in their search; 60% expect to rely on it next time.
- Compare specifications and narrow choices: 33%.
- Check safety ratings and scan owner reviews: 31%.
- Estimate total cost of ownership (insurance, fuel, maintenance): 28%.
- Benchmark fair market pricing: 23%.
- Assess environmental impacts and weigh EV vs petrol: 16%.
- Research finance options: only 15%.
Why human expertise still matters
Close Brothers’ John Cassidy says AI excels at the “what” and “how much,” but lacks localized expertise and emotional intelligence for the “why.” Buyers still seek reassurance from test drives, in‑person inspections, and clear, compliant explanations—especially around finance.
Implications for dealers
- Be ready to interpret customers’ AI‑generated comparisons and budgets, correcting errors without dismissing their research.
- Emphasize in‑person value: tailored advice, test drives, and vehicle inspections.
- Capitalize on the finance gap: explain products plainly, compare terms to AI‑based expectations, and build trust.
- Equip teams with advanced data tools and embed regulatory guidance to ensure accurate, transparent answers.
- Address EV‑focused questions (charging, battery warranties, incentives, depreciation) with up‑to‑date data.
Context and caveats
The report did not include methodology or sample size. While the figures align with broader trends of digital research paired with in‑store validation, they should be treated as indicative rather than definitive.
