Certified Pre-Owned Demand Stays Strong

A Cox Automotive survey finds most planned vehicle buyers view certified pre-owned cars as appealing, though GM's CPO sales dipped in September.

Updated on Nov. 5, 2026 in Buying/Selling

Bold flat-color editorial illustration of a single sleek sedan silhouette on a horizontal road beside a plain disc, in navy and cream with a red accent, representing certified pre-owned vehicles. — Cox Automotive found 74 percent of planned vehicle buyers view certified pre-owned cars as appealing, while GM's CPO sales dipped in September. AI Illustration. Upload story photo >

Live Poll

Would you pay more for a certified pre-owned vehicle over a standard used one?

A Cox Automotive study of 825 consumers planning to buy within six months found 74 percent consider certified pre-owned vehicles appealing. Industry-wide CPO sales were estimated at 213,525 in September, up 10 percent year over year.

Why it matters

Certified pre-owned vehicles offer shoppers a middle path between new cars and traditional used cars, and their growing share of the used market affects how buyers weigh price, warranty coverage and brand access. The survey results suggest interest in certification remains high even as familiarity with how CPO vehicles differ from standard used cars is limited.

Cox Automotive's survey of 825 planned buyers found 57 percent open to a CPO vehicle and 46 percent qualifying as high-potential buyers, while CPO transactions account for about 12 percent of retail used-vehicle sales.

The players

Cox Automotive

Cox Automotive is an automotive services and data company whose research and market estimates are widely used across the U.S. car industry.

General Motors

General Motors is a major U.S. automaker that sells vehicles under brands including Chevrolet, GMC and Cadillac and runs the CarBravo certified pre-owned program.

The details

Cox Automotive surveyed consumers planning to buy a vehicle within six months and asked about certified pre-owned and new vehicles. Only 31 percent of new-vehicle shoppers and 27 percent of used-vehicle shoppers open to CPO said they knew how a certified vehicle differs from a traditional used one, and 72 percent of current CPO owners said they would not return to buying a traditional used vehicle.

2023: New-vehicle appeal was 85 percent and CPO familiarity was 87 percent.
2026: Cox Automotive's study surveyed 825 consumers on CPO and new-vehicle appeal.
September: Industry CPO sales were estimated at 213,525, while GM CPO sales fell 7.4 percent.

Roadmap

Cox Automotive's 2023 and 2026 surveys show certified pre-owned familiarity slipping from 87 percent to 81 percent even as appeal stays near the level of new vehicles. The shift points to a used-vehicle market where certification increasingly competes directly with new-car purchases for shoppers seeking reliability and warranty coverage.

Shoppers weighing a certified pre-owned car should compare the inspection and limited warranty terms against a traditional used vehicle before deciding. Because only about a third of open shoppers understand how CPO differs from standard used cars, reviewing the program details at the dealership is worthwhile.

The takeaway

Certified pre-owned vehicles keep strong consumer appeal, but understanding what the certification covers helps buyers judge whether the price premium is worth paying.