India’s car buying culture balances tradition and digital growth

Despite the growing influence of digital platforms, a recent survey highlights that most car buyers in India still prefer traditional dealerships for their purchases. Trust, personal relationships, and hands-on experiences remain central to the Indian car-buying journey, even as younger, tech-savvy consumers begin to embrace a hybrid approach.

 

A survey reveals that most car buyers in India still prefer making purchase decisions through physical dealerships, with digital platforms increasingly complementing the process. Conducted by Urban Science, the global study surveyed over 9,000 individuals across six countries, including India, highlighting the enduring significance of in-person interactions in the automotive buying journey. Trust and relationship-building emerged as key factors influencing buyers’ choices.

The survey found that “nearly 9 out of 10 car buyers in India are more inclined to visit a physical dealership,” underscoring the critical role of face-to-face engagement in shaping purchase behavior. It further noted that India’s car-buying culture represents a unique balance between growing digital adoption and a deeply entrenched trust-driven approach. For many Indian buyers, tradition extends beyond nostalgia; it remains a reliable method for making significant financial decisions.

Buying a car often involves family input, personal relationships, and hands-on experiences that digital platforms cannot entirely replicate. According to the survey, dealerships provide a space for cultivating trust, personalizing deals, and nurturing relationships, while also offering after-sales support, making them indispensable in the purchasing process. “While digital platforms are poised to play a complementary role, the human element remains the heart of India’s car-buying experience,” it stated.

The findings also revealed that automakers are expanding their physical networks to align with this preference for trust, tangibility, and personal interaction. However, a digital shift is underway, with younger, tech-savvy consumers increasingly researching online before visiting showrooms. This trend points to a future where hybrid models integrate the strengths of both physical and digital approaches. The survey concluded that striking the right balance is vital to meeting evolving consumer expectations while preserving the trust and personal connection unique to traditional dealerships.