Author: Annette Malave, SVP/Insights, RAB
Buying a car used to feel exciting. Today, for many consumers, it feels… complicated.
It’s no longer just about choosing between red or blue, SUV or sedan. Today’s car buyers are navigating rising prices, confusing financing options, evolving technology and an overwhelming amount of online information — all while trying to avoid making a costly mistake.
Consumers aren’t just asking, “Which car do I want?” They’re asking:
- Can I afford this long term?
- Am I getting a fair deal?
- What happens if the market shifts again?
Understanding these questions isn’t just important for automakers and dealers. It is imperative for anyone that is trying to connect with today’s financially stressed and cautious consumers.
Affordability has become the defining factor in today’s environment and even more within today’s automotive market. Deloitte’s 2025 State of the Consumer Tracker found that the average new vehicle transaction price hovered around $50,000 while monthly payments continue to climb. A growing number of buyers exceed payments of $1,000 monthly.
Yet, at the same time, most consumers expect to pay significantly less for their next vehicle, creating a gap between expectations and reality. This expectation is reshaping behaviors. According to a recent article in Reuters, auto buyers are either shifting to entry-level models or delaying purchase or keeping vehicles longer.
While technology should allow consumers to simplify the auto buying process, it causes information overload. According to J.D. Power’s New Autoshopper Study, buyers spend a significant amount of time doing their research online before even entering a dealership.
Despite the amount of information available to consumers, it does not create confidence in their purchase journey. There is a struggle to understand financing, hidden fees, incentives, rebates and evolving vehicle tech.
The decision to purchase or lease a new vehicle doesn’t just happen. It is a decision that occurs slowly, over time and during every day moments:
- During a commute while sitting in traffic and looking at other vehicles
- While running a weekend errand when having a reliable vehicle is important
- On a vacation or a road trip when comfort and fuel efficiency matters
This is where broadcast radio can play a significant role. It reaches listeners throughout their day and while they are driving to or from work, while running errands or on a short road trip. Unlike visual platforms, radio allows consumers to absorb messaging while they are engaged in other activities.
Radio listeners are prime targets for auto dealers and heavy radio listeners are even more valuable. Heavy radio listening adults age 18+ who plan to buy or lease a new vehicle spend 293 minutes daily with radio. That translates to 24% of their media day compared to TV or newspaper, per The Media Audit. That amount of time spent listening is even higher among Blacks (320 minutes) and Hispanics (310 minutes).
As noted earlier, consumers are on the hunt for a good deal and search online before they step into a dealership. Seventy percent of radio listeners will look at several vehicle brands when shopping. This creates a great opportunity for auto dealers to capture the attention of radio listeners. Additional radio listener insights from MRI-Simmons include:
- Rebates and incentives strongly influence new vehicle purchase decisions – 49% of adults 18+, 55% of Blacks and 54% of Hispanics
- Cheapest maintenance cost is preferred – 55% of adults 18+, 56% of Blacks and 57% of Hispanics
Today’s buyers don’t want louder messaging. They want clarity. They respond best to communication that:
- Simplifies complexity
- Emphasizes value and reliability
- Builds trust through repetition and familiarity
- Meets them during real-life moments — not just active searches
Radio aligns naturally with this mindset because it reaches listeners while they’re already driving, imagining and evaluating — turning everyday listening into decision-making moments.
Broadcast radio has that familiar voice that connects on an emotional level. And familiar media environments – especially those experienced during daily routines such as running errands or during a commute – help to reduce friction by making information feel reassuring rather than overwhelming.