PayJunction, a leading tech-focused payments company, released new research demonstrating that when faced with a credit card surcharge, consumers are more likely to change their payment method than their dealership. The findings suggest that dealerships can preserve customer loyalty while managing rising payment acceptance costs by giving customers more freedom in how they pay.

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Of those surveyed, 71% strongly or somewhat agreed that a credit card surcharge would not impact the dealership they choose. At the same time, more than half (51%) indicated they would consider switching to cash, debit or check for routine maintenance if a surcharge was applied, while 49% said they would do so for repairs. Together, the findings suggest that consumers would rather change how they pay rather than where they buy.

“Our research shows that customers aren’t asking dealerships to eliminate surcharges. They’re asking for a choice,” said Randy Modos, president and co-founder at PayJunction. “When dealerships offer broader payment options, like credit cards for those who value rewards and debit and cash for those who want to avoid a fee, they protect both customer loyalty and their own payment economics. Payment flexibility is the new retention strategy.”

The findings suggest dealerships have an opportunity to improve customer satisfaction by expanding choice for payments rather than relying on a single preferred payment method. Modern payment technology that supports compliant surcharging alongside debit, ACH and BNPL gives consumers greater flexibility while helping dealerships better manage payment acceptance costs.

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