New Research: Nextdoor Neighbors Are High-Value Auto Buyers Planning to Spend $48K on Their Next Car

Nextdoor neighbors represent one of the most valuable automotive audiences today—and they're ready to buy. According to our latest Auto Insights Report, 56% of neighbors are planning to purchase a new car within the next two years, with an average planned spend of $48,000—that's 12% more than the general population.

This isn't just about higher spending power. It's about an audience that operates on an accelerated upgrade cycle, prioritizes trust and functional excellence, and is actively researching their next vehicle right now.

The Neighbor Auto Audience: By the Numbers

89% of neighbors own at least one car, with 53% owning two or more vehicles. Even more compelling, 64% own their primary car outright with no loans or leases—a signal of financial stability and purchasing power.

This audience moves quickly. 36% plan to purchase within the next year, and 75% expect to complete their entire buying process—including research—in less than one month. These aren't tire-kickers; they're active buyers ready to make decisions.

SUVs (48%) and sedans (41%) dominate current ownership, and these same categories lead purchase intent for the next vehicle. Additionally, 56% of neighbors express interest in purchasing an electric vehicle, primarily in the SUV and sedan segments.

What Drives the Auto Purchase Decision

When it comes to choosing their next vehicle, neighbors prioritize functional benefits over aesthetics. Performance tops the list at 80% extremely important, followed by safety ratings at 66% and price at 64%.

While price matters, it's not the sole driver. 63% of neighbors value performance over appearance, and 55% want their next car purchase to impress others—revealing both rational and aspirational motivations at play.

Brand loyalty runs deep in this audience. 51% of neighbors will only buy from a manufacturer they've owned before, driven by trust and previous positive experiences.

The Research and Purchase Journey

Neighbors are digital researchers who convert at franchise dealerships. 62% will research on dealership websites (that's 10 percentage points higher than the general population), while 62% use online search engines and 58% read online reviews and forums.

Despite all this digital research, 55% plan to purchase from a franchise dealership, driven by trust in quality (40%) and previous positive experiences (56%).

The preferred disposition method for their current vehicle? 44% will trade it in at the dealership when purchasing their next car, valuing simplicity and convenience over potentially higher returns from private sales.

Beyond the Purchase: Maintenance and Insurance

The vehicle lifecycle doesn't end at purchase. For routine maintenance, 35% go to car dealership service centers, while 21% use independent or local mechanics. Location matters enormously here—95% cite proximity to home as critical, and 94% prioritize convenience and speed.

For insurance decisions, neighbors shop around. 42% get new quotes at least annually, prioritizing lowest premium (62% extremely important), ease of claims process (58%), and customer service reputation (58%).

What This Means for Auto Advertisers

This research reveals significant opportunities to reach high-intent auto buyers on Nextdoor.

With 36% purchasing within a year and most completing their buying journey in under a month, urgency-led creative and timely targeting are essential. Campaigns should focus on immediate action—limited-time offers, test drive bookings, and time-sensitive financing.

Make performance, safety, and brand credibility the centerpiece of your messaging. For the 55% buying from franchise dealers, reinforce trust signals like certifications, warranties, and previous customer experiences.

Reduce friction across the journey by deep-linking to dealership websites where neighbors over-index for research. Promote instant trade-in valuations to capture the 44% preferring dealership trade-ins. For service centers, emphasize proximity and speed in your messaging.

Build neighborhood-level trust by leveraging real neighbor stories and local proof points. This builds the credibility that drives franchise purchases and long-term loyalty.

Why Nextdoor Matters for Auto Marketing

Nextdoor provides access to a financially stable, high-intent audience across the entire vehicle lifecycle—from new car purchases to routine maintenance and insurance shopping. With 62% of neighbors making individual household car purchase decisions and multi-car households actively managing diverse vehicle needs, the platform delivers reach at the precise moments that matter.

Methodology: Figures in this report are drawn from Nextdoor's platform data and a survey of 1,000 Nextdoor users, fielded October 1-2, 2025.