American car owners and lessees see agentic AI as a potential game-changer in the car buying and ownership experience, according to new research from Salesforce. The survey of over 1,000 American car owners and lessees found that drivers are eager for agents to improve the often frustrating process of buying, driving, and servicing cars:

• 61% want agents to find and recommend the best car for their needs.
• 63% want agents to help them optimize routes with in-car navigation based on their personal preferences.
• 70% would use an agent to diagnose and address car issues in real time.

Why it matters: Thirty-three percent of survey respondents have delayed or cancelled purchases, 35% have switched brands, and 38% have postponed repairs due to budget concerns or deep-seated mistrust of auto industry players.

AI agents have emerged as a potential lifeline. The research shows consumers already view agents as resources for obtaining and validating information, as well as taking action based on an individual’s needs. For example, 70% would use an AI agent if it could diagnose and address car issues in real time. With agents, automotive leaders can activate a branded digital labor force that provides consumers with immediately tailored, straightforward information about anything from vehicle health, to maintenance needs, to what car they consider for their next purchase. In doing so, automotive leaders can drive stronger and more trusted relationships. 

The Salesforce perspective: “The industry is at an inflection point amid uncertainty, the resource intensive transition to electric vehicles (EVs) and software-defined vehicles (SDVs), a skilled labor shortage, and weakening consumer demand,” said Achyut Jajoo, SVP & GM of Automotive, Manufacturing and Consumer Goods at Salesforce. “But, our data shows there is an incredible opportunity for automakers, suppliers, and dealers to leverage autonomous AI agents — like Salesforce’s Agentforce — to win over consumers, accelerate the roll-out of SDV features, and bolster their workforces with digital labor to improve every stage of the consumer journey.”

But, our data shows there is an incredible opportunity for automakers, suppliers, and dealers to leverage autonomous AI agents — like Salesforce’s Agentforce — to win over consumers, accelerate the roll-out of SDV features, and bolster their workforces with digital labor to improve every stage of the consumer journey.

Achyut Jajoo, SVP & GM of Automotive, Manufacturing and Consumer Goods at Salesforce.

Agents in action: Automotive industry leaders, including manufacturers like Goodyear, recognize the value agents offer to provide better driving, buying, and servicing experiences and are choosing Salesforce to expand their digital labor force.

By the numbers:

American car owners hit the brakes on auto spending, citing cost concerns, confusion, and distrust

One in three American car owners and lessees have delayed, or outright cancelled, getting a new car. Reasons include:

• Budget (62%)
• Hopes there might be a better time to buy, given price fluctuations (41%)
• Difficulty choosing the right vehicles (32%)
• Concerns dealerships are not providing honest or clear information (31%)
• Intimidating negotiation process (26%)
• Confusing terms (e.g., confusing lease restrictions, warranty coverage, etc.) (19%)

These purchasing struggles represent just the first chapter in a longer story of automotive headaches. Tedious booking processes and hard-to-reach reps all contribute to a frustrating service experience — frustrating enough that nearly 4 in 10 car owners (38%) avoid repairing their cars altogether. Other reasons include:

• High costs (69%)
• Worry over being sold unnecessary services (44%)
• Unsure if the issue truly needed fixing (44%)
• Weren’t clear on what was covered by insurance/warranties (24%)
• Service wait times too long (24%)
• Complicated booking processes (17%)
• Hard-to-reach customer service reps (12%)

Disappointing service experiences not only lead to postponed repairs, but also lost brand loyalty. Nearly 1 in 5 American car owners cite disappointing customer service and after-sales support as reasons they have changed car brands, and over 1 in 3 have switched for better technology and features. Other reasons include:

• Price (69%)
• Reliability (47%)
• Performance (42%)
• Fuel efficiency (39%)
• Brand reputation (39%)
• Style (38%)
• Better technology and features (38%)
• Safety features (30%)
• Inventory availability (23%)
• Customer service and after-sales support (17%)
• Negative dealership experience (15%)

The majority of consumers see agentic AI as a solution to car ownership headaches

Consumers are optimistic that technology can help. Over half (56%) of car owners and lessees believe AI agents will simplify car maintenance — and actively seek agents that do. 

• 70% of car owners would use an AI agent if it meant being able to diagnose and address car issues in real time.
• Over one-third (37%) of car owners would use an AI agent if it meant never booking a service appointment themselves again. 
• 40% of car owners believe AI will make driving safer overall.

Younger generations are even more bullish about agentic AI’s impact on the car ownership experience. 

• Over half of younger car owners (55% of Gen Zers and 53% of millennials) believe AI agents will make owning/leasing a car easier.
• Nearly three-quarters of younger car owners (71% of Gen Zers and 68% of millennials) believe AI agents will make maintaining a car easier.

How exactly do respondents envision agents helping? The most popular use case involves AI systems that monitor vehicle health and decode complex information, suggesting drivers want agents to act like knowledgeable advocates in high-stakes, technically complex situations where drivers feel most vulnerable. Other popular use-cases include:

• Mechanical problem alerts (82%)
• Validate accuracy of repair/service information (77%)
• Personalized reminders (e.g., when to renew registration or insurance) (68%)
• Navigation based on my personal preferences (63%)

“AI agents are poised to revolutionize the automotive industry by offering limitless digital labor with the potential for enhancing customer experiences and operational efficiency. Imagine a world where every car owner has a personal digital assistant, ready 24/7 to diagnose issues, schedule maintenance, and provide tailored advice. By embracing agentic AI, OEMs, dealerships, and industry leaders can deliver on this future, building trust and satisfaction and driving innovation and growth across the entire automotive ecosystem,” said Jajoo.

More information:

• Explore how companies are unleashing digital labor with Agentforce
• Learn more about Connected Vehicle, which enables automakers to innovate and deploy connected vehicle subscriptions and services fast and at scale
• See how Sony Honda Mobility is using Automotive Cloud to supercharge customer experiences
• Hear how Salesforce is powering the future of software-defined vehicles from Achyut Jajoo, SVP & GM of Manufacturing & Automotive at Salesforce
• Learn more about how Automotive Cloud is improving connected vehicle and customer experiences with AI and automation

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