Critical Shifts:
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Massive Demand Boost for Used Vehicles: With 84% of prospective buyers considering pre-owned options to stretch their budgets, independent dealers are positioned right in the sweet spot of current market demand.
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Buyers Are Willing to Make Compromises: Nearly 3 in 4 recent buyers scaled back on desired features or add-ons to afford a vehicle, giving independent dealers a huge opportunity to guide cost-conscious shoppers toward practical, value-focused inventory.
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In-Person Dealerships Remain Irreplaceable: Despite researching online and using AI, two-thirds of shoppers insist on purchasing through a dealership where they can physically test drive, inspect vehicles, and get face-to-face guidance.
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Vehicle Access Is Non-Negotiable for Work: Over 75% of middle-income Americans say vehicle access directly impacts their employment, driving consistent baseline traffic to lots regardless of macroeconomic pressures.
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Santander Holdings USA, Inc. released findings from its Santander US Paths to Financial Prosperity Q2 2026 survey of middle-income Americans that shows households continue to value in-person support for life’s biggest financial decisions. This includes receiving in-branch support from bank staff on complex issues and help from customer-facing teams in auto dealerships when purchasing a car.
Consumers identified vehicle access and banking partners as essential elements to achieving prosperity. More than 3 in 4 said vehicle access is necessary for getting to work (77%) and directly affects the number of jobs available to them (76%). Meanwhile, more than 9 in 10 (91%) said choosing the right banking provider is important for achieving prosperity.
While customers increasingly use online resources and AI to inform their car buying experience, overwhelmingly auto dealerships are the preferred place to buy a vehicle. Two-thirds of prospective car buyers say they are more comfortable shopping for and purchasing vehicles through a dealership where they can see, test drive and evaluate vehicles in person. Most say their next vehicle will come from a brand-affiliated or an independent used car dealership.
Vehicle access continues to have an essential role in work and economic opportunity for middle-income Americans, and more than half are driving to work more often than a year ago, up 8 percentage points from Q1. This strong reliance is helping to sustain vehicle demand despite affordability pressures. At the same time, costs are leading customers to adapt to what they buy. For example, 84% of prospective buyers would consider buying a used vehicle, and nearly 3 in 4 recent car buyers made compromises on vehicle features and add-ons to purchase a vehicle they could afford.
“Middle-income consumers increasingly rely on vehicles for work and job access, which sustains demand for both new and used vehicles,” said Betty Jotanovic, President of Auto Relationships at Santander Consumer USA, the Auto business of Santander US. “Consumers are prioritizing affordability and value, making practical tradeoffs to stay within budget. Our latest survey shows dealerships remain central to the purchase process because many consumers still want to see, test drive and evaluate vehicles in person – and they still need support making practical tradeoffs to keep vehicle access within reach.”
