The No. 1 influence on brand loyalty is the sales experience at the dealership.

Google/Critical Mix, U.S., Google Automotive Loyalty Study, N=2,000, A18+ completes who have purchased/leased a vehicle in the past 10 years, Q4 '17.

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90%+ of loyal customers still consider at least one other automotive brand in their subsequent shopping journey.

August 2017 Google
60

of all automotive searches come from a mobile device and some of the top mobile searches are related to dealerships.

December 2017 Google Internal Data

When we dig a bit further into the process of buying a car, we see that search is the most commonly used source amongst all sources, including word of mouth, television ads, and even dealer visits.

December 2017 Kantar TNS/Google
41

of auto brand loyalists felt completely decided when beginning their research for a new car.

December 2017 Google/TNS

Brands have fewer opportunities to influence customers in person.

December 2017 Google/TNS
56

of auto shoppers said they could be convinced to buy a car from a 360-degree video without having to test drive the vehicle.

December 2017 Google/Critical Mix