IRVINE, Calif. – More than 50% of new car buyers will finance their new cars through their bank or credit union or other means before they arrive at the dealership, according to an industry survey. Kelley Blue Book's latest “New Vehicle Buyer Attitude Study” also found that over 70% of new car buyers will conduct a substantial part of the research about their purchase over the Internet. The survey also found that 43% of new car buyers plan to obtain financing prior to purchasing because they feel they can secure a lower interest rate than at the dealer, while 52% who plan to use the dealers financing reported they were going to do so in order to get the best rate. “Most consumers do not qualify for the zero percent or low rate financing offers today and are left searching for the best interest rate and it's not always at the dealership,” said Charlie Vogelheim, Executive Editor, Kelley Blue Book. “With increased competition and awareness of alternate financing options, on and offline, manufacturers may need to get creative to keep car buyers financing at the dealerships.”