What truck and machinery buyers are really looking for
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Our latest consumer insights from trucksales, constructionsales, and farmmachinerysales paint a clear picture: buyers in these markets are practical, experienced, and ready to invest. They know what they want and won’t settle for less. For dealers, the opportunity is simple: understand their priorities, remove friction, and deliver a buying experience that inspires confidence.
Across trucks and machinery, people are here to buy, not browse. Over 90% are actively looking to buy, often replacing or upgrading what they already have. Heavy trucks dominate interest, tractors lead farm machinery, and earthmoving/construction equipment is top of mind for construction buyers. Most respondents are small business owners or tradies, with fleets typically between one and five vehicles.
With such a focused audience, understanding what shapes their decisions is key.
Most buyers aren’t tied to a single brand. Nearly 80% of machinery buyers and two-thirds of truck buyers consider three or more brands before committing. That’s a huge chance for dealers to influence the choice with real product knowledge, transparent comparisons, and practical advice. Buyers are also open to trucks and machinery from multiple regions, not just local brands.
As buyers weigh up their options, value and budget become central to the conversation.
Buyers are split across price points, with strong interest in trucks under $100,000 and more than a third planning six-figure purchases. These buyers with bigger budgets are often willing to travel interstate. Flexible finance options, clear cost-of-ownership messaging, and highlighting long-term reliability are key to converting any buyer from cautious to confident.
Interstate travel isn’t a barrier. 63% of machinery buyers and nearly 70% of truck buyers are willing to go the distance if the machine fits their needs. That means your listings need to work hard: high-quality images, accurate descriptions, and responsive communication can open your market well beyond the local area. Make remote research and enquiry seamless. It pays off.
Finance isn’t an afterthought. Nearly 60% of truck buyers consider their options before they even shortlist, while machinery buyers often wait until they know exactly what they want. Dealers who bring finance into the conversation at the right time, and explain it clearly, make the buying journey smoother. Only 22% of small business owners have the cash on hand to buy outright, so alternate financing options are key.
Insurance is evolving too. Over a third of truck buyers are open to switching providers, so highlighting key inclusions beyond just the premium adds real value. Dealers who guide buyers here can make a lasting impression.
Beyond the sale, accessories and aftercare continue to influence satisfaction and loyalty.
Half of truck buyers are looking to buy accessories alongside their purchase, with bull bars topping the list. Reliability of parts is the most important aspect for replacement parts, closely followed by quality. Aftercare matters too: half of all truck buyers intend to service their vehicle at a local or private mechanic, not just at the dealership.
Taken together, these insights reveal what really matters to today’s buyers.
Truck and machinery buyers are experienced, focused, and ready to invest. They want reliability, value, and a buying experience that respects their time.
Dealers who create quality listings, respond quickly, and back it up with clear communication, strong product knowledge, and thoughtful service (including early guidance on finance and insurance) will be best placed to convert leads into lasting customer relationship.
Want access to more insights like this? Contact your carsales network representative today.
Source: carsales internal data, CIL Buyers Survey – trucksales/farmmachinerysales/constructionsales, June-July 2025
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