Twice as many [car buyers] start their research online vs. at a dealer.

Google/comScore, U.S., "Automotive Shopper Study," N=3,165, consumers 18+ who purchased a vehicle in the past three months, Jan. 2017.

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Related Data

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

August 2017 Google
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