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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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Mobile searches for “electric car(s)” have grown by 85% in the past two years (electric cars, best electric car, bmw electric car i8, electric car charging station, top electric cars).
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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.
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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