Carsales has launched its New Car Buyer’s Guide in a bid to help reshape new car discovery. The way people research and buy new cars has changed – and carsales has built something to meet that reality.
Research takes longer than expected, opinions don’t always align, and it can be hard to know who or what to trust. Most people don’t move in a straight line – they explore, pause, rethink and double-check before feeling ready to decide.
The New Car Buyer’s Guide is designed to reflect how people actually research, shortlist and choose new cars today, while giving brands and dealers a more meaningful way to show up during the moments that shape consideration.
The Guide is designed as an always-on discovery and shortlisting resource, rather than a single annual verdict. It features 25 hand-picked cars across five key categories – Family SUVs, City Cars, Tradie Vehicles, Off-Road 4x4s and Electric Vehicles – with one top pick per category to help buyers focus their consideration.
Every shortlist – the top five in each category – and top pick is independently selected by carsales’ expert reviewers with no commercial influence, anchored in the same standards that underpin its reviews, comparisons and video content. Selections are made using category-specific criteria based on what matters most to buyers in each segment, with core considerations including value for money, safety, equipment, warranty and cost of ownership. Weightings shift by category to reflect real-world use – for example, running costs and ease of use carry more weight for City Cars, while towing capacity and durability matter more for Tradie Vehicles.
“This isn’t about declaring a single ‘best’ car,” said Ben Tyers, head of content at carsales.
“It’s about reflecting real buyer needs and real use cases. The Guide is not only grounded in expert testing, but in live market trends, search data and a real-world view of how people are really researching and buying cars. Rather than just a trophy, it’s a practical, always-on resource. The category-led structure mirrors how people narrow their choices, and the top picks help bring clarity at the point where confidence really matters.”
The Guide comes at a time when buyer behaviour is shifting significantly. Insights from Australia’s Car Buyer Report 2026 show the average car buying journey now stretches to six months, with almost two-thirds of buyers revisiting earlier stages before deciding. More than half feel overwhelmed by the decisions involved, and six in 10 struggle to know who or what to trust.
When buyers go online for guidance, car review and comparison platforms rank as the most influential source, accounting for 51 per cent of media influence across the journey.
“People are more deliberate than ever,” said Rafael Constantinou, executive general manager of marketing, content and customer at carsales.
“They’re researching deeply, comparing carefully and looking for confidence before committing. The New Car Buyer’s Guide is built to meet that reality – helping buyers navigate complexity while giving brands a more relevant and credible way to be part of the decision-making process.”
The New Car Buyer’s Guide launches on carsales on Friday 29 May
