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

Google/Critical Mix, U.S., Google Automotive Loyalty Study, N=741, loyalist car buyers, Q4 '17.

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41

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

December 2017 Google/TNS

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

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

The No. 2 influence on brand loyalty — after the sales experience — is a customer’s maintenance and service experience.

December 2017 Google/Critical Mix

car owners said they serviced their vehicle somewhere other than the dealership where they purchased their car.

Google/Critical Mix December 2017