Australian car buyers are taking longer to make purchasing decisions, with many revisiting and reassessing their options as artificial intelligence becomes part of the research process.
New data from carsales, in partnership with Nature, shows 63 per cent of buyers backtracked at least once during their journey, while 34 per cent paused or stopped their search altogether.
Longer, more complex buying journey
The findings, based on a survey of 2,008 Australians, show the car-buying process has become more drawn out and less linear.
Carsales Managing Director Craig Fraser said buyers are spending months researching before committing to a purchase.
“Australia’s Car Buyer Report 2026 makes it clear that the visible shopping window is only a fraction of the real journey,” he said.
“From the outside, buyers can look decisive. But when you look closer, you see they’re spending months trying to get things right – testing ideas, adjusting budgets and making sense of a lot of competing information.”
AI becomes key research tool
Artificial intelligence has entered the top 10 influences on car-buying decisions for the first time, ranking sixth overall.
Rather than replacing traditional sources, AI is adding another layer to the research process. Buyers are using it to compare models, understand technical details, review finance options and verify information from other sources.
At the same time, traditional channels continue to grow. Car review and comparison sites increased in influence to 51 per cent, while manufacturer and dealer websites also saw gains.
Value drives decision-making
Cost considerations are now central to buyer behaviour, with “good value for money” and “within budget” ranking as the top priorities across all age groups.
The report suggests ongoing cost-of-living pressures are reshaping how buyers assess vehicles, with affordability playing a larger role throughout the decision-making process.
Hybrid demand rises
The research also highlights a shift in fuel preferences. Hybrid vehicle purchases increased by 15 percentage points since 2023, marking the strongest growth among all powertrains.
By comparison, electric vehicle purchases rose by five percentage points, while future purchase intent shows 42 per cent of buyers plan to choose a hybrid, compared with 24 per cent considering an EV.
Trust remains a key barrier
Despite increased access to information, many buyers still struggle with trust.
The report found 62 per cent of respondents find it difficult to know which sources to trust, while 59 per cent worry about making the wrong decision. This uncertainty often leads buyers to revisit earlier stages of their research.
Fraser said these moments of hesitation play a critical role in shaping purchase outcomes.
“The real moments that shape momentum aren’t always the obvious ones,” he said.
“They’re the pauses, the second-guessing, the backtracking and the confidence dips that happen long before someone appears at a dealership.”
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