Why Automotive Retail Is Shifting From Information Selling to Trust Building in an Increasingly Digital Marketplace

The automotive retail industry has spent decades evolving around inventory and product knowledge. Today, the most significant shift may have less to do with vehicles and more to do with relationships. According to Patrik Covert, President of Oregon Car Source, the future of automotive retail will be defined by trust, transparency, and the ability to guide customers through increasingly digital purchasing journeys. Oregon Car Source serves as a consumer-focused automotive platform that helps buyers navigate vehicle purchases, financing questions, trade-in decisions, and dealership transactions while emphasizing education and personalized support.

The timing of that shift aligns with broader industry trends. Car buyers’ trust in dealers increased from 44% in 2023 to 69% in 2025. Buyers who trust a dealer are more likely to return for future purchases, while both consumers and dealers reported that the car-buying process has become more transparent than in previous years. For Covert, those findings reflect a broader shift in consumer priorities, where trust, communication, and confidence increasingly influence purchasing decisions alongside price and product selection.

Covert, who has spent more than two decades in dealership sales and management, believes customers no longer depend on salespeople for information in the way they once did. From his perspective, online reviews, pricing tools, video content, and vehicle research platforms have dramatically increased buyer knowledge before the first conversation ever occurs. As a result, he suggests that the role of the automotive professional is increasingly shifting toward advisor, educator, and guide.

“Customers can find information almost instantly,” Covert says. “What they still need is someone they can trust to help them make the right decision.”

That trust often becomes more influential than many industry observers might assume. Covert explains that vehicle purchases remain highly personal decisions involving significant financial commitments. In his experience, buyers frequently place considerable value on professionalism, honesty, responsiveness, and respect throughout the process.

“People want to be treated with dignity and respect,” Covert says. “You will lose some deals on price alone, but you will win far more by treating customers the right way.”

He further notes that listening remains one of the most underappreciated skills in automotive retail. Rather than focusing solely on selling, he believes successful professionals spend more time understanding concerns, goals, financing questions, trade-in considerations, and long-term ownership needs. According to Covert, customer loyalty tends to follow individuals who consistently demonstrate those qualities rather than remaining tied exclusively to a particular dealership.

At the same time, digital retailing continues to transform how transactions begin. Covert believes that most sales interactions now involve substantial online engagement before a customer arrives in person. In many cases, he explains, much of the transaction has already been completed through phone calls, digital communication, vehicle videos, and online discussions.

Covert observes that digital tools are now embedded throughout the vehicle purchasing journey, allowing customers to research inventory, compare pricing, explore financing options, and communicate with dealerships long before an in-person visit occurs. From his perspective, that shift has elevated consumer expectations around convenience and responsiveness while also increasing the importance of trust.

He explains that customers increasingly want a purchasing experience that feels seamless, informed, and transparent from the first interaction through delivery. According to Covert, confidence is built when technology supports the process while still allowing buyers to receive personalized guidance when important decisions arise.

For Covert, one of the most effective ways to build confidence has been personalized video communication. Over the years, he has used custom vehicle videos and direct customer outreach to answer questions, explain financing considerations, and create more personal connections before a showroom visit occurs. He recalls a period during which his team achieved closing internet-generated leads through consistent video engagement and personalized communication. From his perspective, the success reflected the power of human connection rather than technology alone.

“A customer feels differently when they know someone took the time to create something specifically for them,” Covert says. “That personal touch matters.”

Looking ahead, Covert believes dealership leadership is becoming increasingly public-facing. Social media, online content, and digital communication platforms have expanded visibility while also increasing accountability. He encourages automotive professionals to build credibility through consistent communication, ethical conduct, and a willingness to engage customers transparently over time.

“The next generation of leaders will be defined by the trust they earn before the customer ever reaches the dealership,” Covert says. “Reputation is built through consistency, transparency, and doing the right thing every day.”