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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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How automotive brands can use digital to pass the loyalty test

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Battery electric vehicles (BEVs) represent less than 2% of global car sales and less than 3% of car searches on Google in the U.S., the U.K., and Germany.
Google Data

> 20 X

The share of cost-related searches for BEVs is more than 20X that of regular car searches in the U.S. and the U.K.
Google Data

> 10 X

The share of cost-related searches for BEVs is more than 10X that of regular car searches in Germany.
Google Data

Reliability is the biggest concern among potential buyers of electric cars in the U.K. and Germany.
Google Data

Reliability is the second biggest concern among potential buyers of electric cars in the U.S.
Google Data
60%

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