Trust is the New Currency: How Edmunds’ Top Dealers Won in a Tough Market

SANTA MONICA, CA – January 26, 2026 – As car shoppers navigated a landscape of rising costs and tight budgets throughout 2025, online automotive resource Edmunds has recognized the dealerships that successfully turned customer trust into their greatest asset. The company announced the winners of its 14th annual Edmunds Five Star Dealer Awards, honoring 79 dealers nationwide for exceptional customer satisfaction, with an elite group of 11 earning the prestigious Five Star Premier Dealer designation.

The awards arrive as a significant marker in an automotive market defined by economic pressure. “Throughout 2025, car shoppers continued to approach the market with greater care, navigating higher costs and tighter budgets while expecting clarity, transparency, and respect at every step of the process,” said Seth Berkowitz, president of Edmunds. “In this environment, trust matters more than ever.”

A Barometer of Trust in a High-Pressure Market

The challenges of the 2025 auto market cannot be overstated. Industry data from the past year painted a picture of persistent affordability hurdles for consumers. Negative equity on trade-ins reached a four-year high in late 2025, with the average amount owed on an underwater loan climbing to an all-time peak. This meant many buyers were rolling significant debt into their next vehicle purchase, making every dollar count.

Simultaneously, the used car market, often a refuge for budget-conscious buyers, offered little relief. Used vehicles lingered on dealer lots for an average of 41 days in the third quarter of 2025, the slowest sales pace since 2017, even as prices remained stubbornly high. Against this backdrop, the consumer expectation for a smooth, transparent, and respectful purchasing experience intensified. Dealerships that relied on high-pressure tactics or opaque pricing found themselves at a disadvantage with a more discerning and cautious public. The Five Star awards, therefore, recognize not just good service, but a fundamental business strategy that proved essential for thriving in a difficult economic climate.

The Anatomy of a Five Star Dealer

To earn the Five Star Dealer badge, a dealership must do more than just generate a few positive comments. The criteria set by Edmunds are designed to reward consistent, high-volume excellence. To qualify, a dealer must be an active partner in the Edmunds program, accumulate a minimum of 30 sales reviews during the 2025 calendar year, and maintain an average customer rating of 4.5 stars or higher.

The path to the even more exclusive Five Star Premier award is steeper still, requiring at least 150 sales reviews while meeting the same high rating standard. This focus on review volume ensures that the award reflects the experiences of a broad swath of customers, filtering out the possibility of a dealership winning based on a small, curated set of positive interactions. It points to a deeply ingrained culture of customer service. Research into what drives these top-tier reviews reveals a common thread: a "no-pressure" sales environment, staff who listen attentively, clear and upfront communication about pricing, and a lack of hidden fees or last-minute "games." Winning dealers are those who have mastered a quick, professional, and painless process, making customers feel valued rather than processed.

A Shrinking Circle of Winners

A look at the history of the Five Star Dealer Awards reveals a significant trend: the circle of winners is getting smaller and more exclusive. In 2018, for instance, Edmunds recognized 363 dealers with the Five Star Award. For 2025, that number has fallen dramatically to just 79. This sharp decrease, despite the core criteria remaining relatively stable in recent years, suggests that maintaining the highest level of customer satisfaction has become progressively more difficult.

This exclusivity—with less than 2% of Edmunds' dealer partners earning the 2026 award—highlights the exceptional nature of the winners' performance. It indicates that navigating the complexities of the modern auto market while consistently delivering top-tier service is a challenge that only a select few are meeting. Interestingly, the number of Premier dealers has remained more stable, hovering between 11 and 18 in recent years. This may suggest that a core group of high-performing dealerships and dealer groups have developed robust systems for customer satisfaction that are resilient even in the face of market headwinds. The repeated appearance of certain dealer groups, such as Rick Case and AutoNation, on the 2026 winners list further supports the idea that a systemic commitment to service excellence is a key differentiator.

The Growing Influence of Digital Reputation

In an era where the vast majority of car buyers begin their journey online, awards like the Edmunds Five Star Dealer Awards have become more than just a plaque on the wall; they are powerful digital assets. For consumers, the Five Star badge serves as a trusted, third-party endorsement, cutting through the noise of advertising to identify dealerships that have a proven track record of satisfying customers. It empowers shoppers with data-driven insights, allowing them to select a retailer with confidence before ever stepping onto the lot.

For the dealerships themselves, the award is a tangible return on their investment in the customer experience. It validates their business practices and provides a powerful marketing tool that builds credibility and attracts discerning buyers. By creating a transparent, data-driven benchmark for service quality, Edmunds and similar platforms are actively shaping the standards of the entire automotive retail industry. They are creating a feedback loop where exceptional service is publicly recognized, rewarded with more business, and ultimately incentivizes other dealers to elevate their own operations. As the market continues to evolve, the ability to earn and maintain a stellar digital reputation has become an indispensable component of long-term success.

The full list of winning dealerships, organized by state, is available on the Edmunds Industry Center website, allowing car shoppers to easily identify the top-rated dealers in their local area.