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.


Related Data

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

August 2017 Google

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

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