Cox Automotive study finds 46% of shoppers are high-potential CPO buyers
Certified pre-owned vehicles are gaining appeal as affordability pressures weigh on new-vehicle demand, but consumer understanding remains a barrier to sales growth.
- CPO appeal has held steady at 74%, nearly matching new-vehicle appeal, which fell to 76% from 85% in 2023.
- Nearly half of in-market shoppers qualify as high-potential CPO buyers, yet certified vehicles account for only about 12% of retail used-vehicle sales.
- Consumer education could help dealers convert CPO interest into sales, as fewer than one-third of shoppers open to CPO say they fully understand how certification differs from a traditional used vehicle.
According to the 2026Cox Automotive Certified Pre-Owned (CPO) Vehicle Study, 46% of in-market shoppers qualify as high-potential CPO buyers, yet certified vehicles account for only about 12% of retail used-vehicle sales. The survey of 825 consumers planning to buy within the next six months also found that many shoppers don’t fully understand what certification means, which Cox identifies as a barrier to sales growth.
Overall, 57% of shoppers say they’re open to buying a CPO vehicle, yet CPO transactions make up only about 12% of retail used-vehicle sales.Vanessa Ton, Senior Manager of Research and Market Intelligence at Cox Automotive, said the industry needs a stronger, more consistent message about CPO benefits and more visibility for certified inventory.
While new-vehicle appeal has dropped, CPO’s hasn’t budged. The study found 74% of shoppers consider CPO vehicles appealing, essentially unchanged since 2023. New-vehicle appeal fell to 76% in 2026 from 85% in 2023.
With average new-vehicle suggested retail prices above $50,000, shoppers are looking at alternatives. Shoppers open to CPO say they’re motivated by affordability, access to a preferred brand and the chance to buy a larger vehicle. In other words, CPO lets them get the brand and features they want at a price they can actually swing.
Shoppers don’t get what “certified” means
According to the report, overall familiarity with CPO vehicles dropped to 81% in 2026 from 87% in 2023. Only 31% of new-vehicle shoppers open to CPO say they know exactly how a certified vehicle differs from a traditional used one. Among used-vehicle shoppers open to CPO, just 27% say they fully understand the difference. And roughly two-thirds of respondents don’t understand the CPO acronym.
That leaves dealers and automakers with a clear opening to explain what certification includes, from inspections and warranties to reconditioning.Once shoppers experience CPO, they stick with it. 72% of current CPO owners say they’d never go back to buying a traditional used vehicle.That suggests firsthand experience builds confidence in the category. The study points to consumer education and better visibility for CPO inventory as the best ways to turn shopper interest into sales.
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