For Americans shopping for a vehicle, the decision is becoming less about finding a favorite badge and more about finding something that will not create expensive problems later. Reliability has emerged as the most frequently cited factor in vehicle selection, according to CarGurus.
In its sixth annual U.S. Consumer Insights Report, released in March 2024, CarGurus found that 41% of shoppers identified reliability as one of the most important factors when selecting a vehicle. That narrowly exceeded budget, cited by 40% of respondents, while expected ownership costs followed at 26%.
The shift is notable because reliability was cited by 35% of shoppers in comparable 2022 results. The budget increased from 33% to 40%, while expected costs rose from 21% to 26%.
CarGurus conducted the research with GfK using 3,185 recent U.S. vehicle purchasers and sellers. Respondents were at least 18 years old and had bought or sold a new or used vehicle within the previous four months.
The 41% figure does not mean reliability is more important than price for every American buyer. It means that 41% of respondents identified reliability among their most important considerations.
Reliability and Affordability Are Becoming Closely Linked
Reliability and budget may appear to be separate concerns, but they are increasingly connected. A vehicle that costs less upfront can become much more expensive if it requires frequent repairs, expensive parts, or major mechanical work.
Conversely, paying more for a vehicle can make financial sense if it is expected to require fewer repairs and remain useful for many years.
That helps explain why reliability reached 41% while budget reached 40%. Expected ownership costs were also cited by 26% of shoppers, showing that more than one-quarter were thinking about expenses beyond the purchase price.
CarGurus’ later research reinforces this concern. Its 2025 review and 2026 outlook reported that total ownership costs for used vehicles had increased 36% compared with 2019, while new-vehicle ownership costs had risen 29%. Insurance, financing, fuel, and maintenance all contributed to the increase.
That means the sticker price is increasingly only the beginning of the financial calculation. Two used vehicles may have similar purchase prices, for example, but if one has a history of transmission failures or electrical problems while the other has lower maintenance requirements, the apparently cheaper vehicle could ultimately cost more.
Modern vehicle complexity adds another consideration. Today’s cars can contain numerous electronic control modules, driver-assistance sensors, cameras, and infotainment systems. These features add convenience but can make repairs more complicated when something fails.
This does not mean newer vehicles are automatically unreliable or older cars are always better. It means buyers have more reasons to research a vehicle beyond its purchase price.
CarGurus also found that shoppers are becoming less attached to specific brands and models. Eighty-nine percent said they would consider switching models, while 69% were open to switching brands.
That could give reliability data greater influence. A buyer who is willing to compare multiple manufacturers can examine reliability histories, recalls, maintenance requirements, and owner experiences before making a decision.
The 41% Figure Reveals What Buyers Fear After the Sale
The importance of reliability becomes clearer when considering what happens after the purchase. A vehicle’s purchase price is paid once, but reliability affects the owner repeatedly.
A vehicle that starts every morning and avoids major mechanical failures provides greater financial predictability. A vehicle with recurring problems can produce unexpected repair bills at the worst possible time.
That matters particularly for buyers working within tight budgets. In 2022, 33% of respondents said finding a vehicle that fit their budget was important. By 2024, that figure had reached 40%. Expected ownership costs increased from 21% to 26%.
Together, those figures suggest consumers are not simply asking whether a car is reliable. They are increasingly asking whether it will remain financially manageable after they take ownership.
That can influence decisions about fuel economy, maintenance, insurance, and repair costs.
CarGurus’ more recent analysis found that buyers increasingly pursued hybrids, smaller vehicles, and older used models as they responded to rising ownership expenses. Reliability can therefore function as a form of financial protection.
Consider someone buying a used vehicle with 80,000 miles. Instead of prioritizing the newest technology, that buyer may care more about whether the vehicle can reach 150,000 or 200,000 miles without major expenses. A proven powertrain may be more valuable than additional features.
The same principle applies to new vehicles. A warranty can reduce the immediate financial risk of mechanical defects, but it eventually expires. Someone planning to keep a vehicle for eight or ten years must think beyond the warranty period.
However, the CarGurus research should not be interpreted as proof that reliability is universally more important than price. The difference between reliability and budget was only one percentage point, with 41% citing reliability and 40% citing budget.
There is also an important distinction between choosing a vehicle and choosing where to buy it.
When shoppers were asked about selecting a seller, price was clearly dominant. Fifty-five percent said the best price was the most important factor, compared with 34% for inventory selection and 26% for financing availability or special offers.
A consumer can therefore consider reliability the most important characteristic of the vehicle while still choosing the dealership offering the best deal.
Reliability Is Changing How Americans Shop
The CarGurus findings suggest that shoppers are increasingly willing to make compromises to find the right combination of reliability and affordability.
A buyer might abandon a preferred brand if another manufacturer offers a more dependable model within the same budget. Another shopper might choose an older vehicle because its proven reliability and lower purchase price make more financial sense.
This is particularly important in the used-car market, where the condition and maintenance history of an individual vehicle can matter as much as the model’s general reputation.
A reliable model that has been neglected can still become an expensive purchase. Meanwhile, a well-maintained example with documented service history can be far more attractive than a cheaper vehicle with an uncertain past.
That is why the 41% statistic is better viewed as evidence of a broader change in consumer priorities rather than a simple ranking. Reliability increased from 35% in 2022 to 41% in 2024, while budget rose from 33% to 40% and expected costs increased from 21% to 26%.
Those increases occurred as vehicle ownership became more expensive, encouraging consumers to pay closer attention to long-term value.
The result is a buyer who increasingly wants more than a good purchase price. They want confidence that the vehicle will continue providing transportation without becoming a recurring financial burden.
That may also explain why consumers are becoming less loyal to specific manufacturers. If 69% of shoppers are willing to consider switching brands, automakers have to compete more directly on the factors buyers care about, including reliability, value, and ownership costs.
For shoppers, the lesson is straightforward. A vehicle’s purchase price should not be the only number considered. Reliability history, common mechanical problems, maintenance requirements, repair costs, and recalls can reveal whether an apparently affordable vehicle is actually a smart long-term purchase.
The CarGurus research does not prove reliability will remain the No. 1 consideration forever. Consumer priorities can change as vehicle prices, interest rates, fuel costs, and technology evolve.
But the movement from 35% to 41% is meaningful. It shows that reliability has become increasingly important to American car shoppers at a time when the financial consequences of owning the wrong vehicle have become harder to ignore.
For a buyer comparing several cars, the cheapest one may not necessarily be the least expensive to own. According to CarGurus, a growing share of shoppers are beginning to recognize that difference before signing the paperwork.
