Affordability: Higher Prices Mean Higher Expectations

To many of us, the pandemic feels like it happened a lifetime ago. But the reality is, we’re still feeling its effects in many ways — including new car prices.

The supply line shortages from a few years ago drove window stickers up in a major way, and that's just the beginning. Throw in other factors like wonky gas prices and an ever-shifting global trade landscape, and you have a recipe for one thing: new vehicles are getting more and more expensive.

The used car market hasn’t been spared either. As anyone in the business can tell you, the soaring price of new cars has trickled down, and affordable pre-owned inventory is in high demand as shoppers seek a more wallet-friendly alternative.

According to Kelley Blue Book, the average American paid over $50k for a new car in September of 2026. That number is just shy of the all-time record set in December of last year, and while the automotive inflation finally seems to be leveling off for the time being, it’s clear that many folks are keen to hold onto their hard-earned money. Back at the beginning of 2026, Cox Automotive predicted a 2.4% overall decrease in U.S. sales compared to 2025, and that trend has held up as shoppers continue to experience sticker shock in a volatile market.

So, what can dealerships do to sell more cars with rising costs and declining sales?

We may not be able to control the economy, or the price of gas, or the countless things that affect MSRP. What dealers can control, though, is the car buyer’s experience.

In Cox Automotive’s most recent Car Buyer Journey Study, they noted that customer satisfaction was highest when dealers embraced both online and in-person shopping, used AI to aid the shopping experience, and integrated third-party tools — and despite rising prices, the majority of shoppers still reported a high level of overall fulfillment with the process.

The key takeaway? Vehicle prices are just one piece of the puzzle. Customer satisfaction depends on a variety of other factors, too, and dealers can improve retention in several ways:

• Combine online and in-person: Carry information from the online interaction into the showroom so shoppers don’t have to start over
• Effective online shopping tools: Most shoppers’ experience begins online, and a website that’s hard to use can immediately turn them off
• Strong search engine presence: Understanding how to optimize SEO and AEO allows dealerships to gain visibility online, which drives up leads
• Smart use of social media: Maintain visibility and brand recognition while also staying connected with past customers
• Quick lead response times: Don’t let potential customers wait hours for a response; make it easy for them to continue the conversation while interest is high
• Well-trained and knowledgeable sales staff: Employees are the face of the dealership, and having friendly, informed interactions keeps customers in the building
• Transparency: Answer questions with concrete info like price, availability, and features instead of generic sales language

No matter how car pricing ebbs and flows, a dealership should ensure that all these things are as dialed in as possible, and that’s where we come in.

Customer loyalty plays a major factor in continuing to win business year after year. Earning that long-term trust guarantees that dealers can weather the storm of lean financial times. Despite lower sales and rising prices across the industry, dealerships remain in the driver’s seat when it comes to providing a top-notch shopper experience that keeps them coming back, and Maritz is here to help every step of the way.

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