Automotive buyers are spending more time researching, placing greater emphasis on value and increasingly relying on digital channels before ever stepping into a dealership. As the path to purchase becomes more competitive, dealers must rethink how they engage shoppers, measure marketing performance and convert demand into sales.
Carl Matter, Director of AdTech Performance at Urban Science, shared his perspective with Car Dealership Guy News on how evolving consumer behavior is reshaping automotive retail. Drawing on findings from Urban Science’s 2026 Harris Poll study, A New Route to the Dealership: How Buyers Shop and Dealers Sell in Today’s Automotive Market, he explains why dealers need more personalized digital engagement, verified sales data and outcome-based marketing strategies to reach qualified buyers, improve marketing ROI and win more business in an increasingly value-driven market.
