Before a prospective buyer even sets foot in a car dealership, they’ve usually already made a preliminary selection. This selection process is no longer solely based on traditional Google search results, but also incorporates AI-powered search systems like ChatGPT, Copilot, and Google AI Overviews. Matthias Lange, co-founder of Localyzer, analyzes the role chatbots already play in the car buyer’s journey and how brands and dealers should respond.
A guest post by Matthias Lange, co-founder and CEO of Localyzer.
AI models provide initial answers regarding models, prices, available subsidies, and availability, often even before a dealer’s website is visited. According to the current Car Buyer Journey study by Cox Automotive, 19 percent of all buyers and 25 percent of new car buyers in the US already use such AI tools in the purchasing process.
Matthias Lange is co-founder and managing director of Localyzer and has been working in online marketing for 13 years. He gained experience at United Internet Media before moving to the agency side in 2014. In 2017, he founded Localyzer, a B2B software for local online marketing.
The figures show that AI tools have played a smaller role in Germany so far than in the US. This doesn’t mean that AI makes the purchasing decision. But it does pre-filter the information, and in my view, that’s precisely where the real transformation for the electric car market lies. The final sale remains with the dealership, with a test drive, consultation, and personal trust.
The purchase is finalized at the car dealership, including a test drive, consultation, and personal trust.
ChatGPT and Google AI reviews filter out dealers before the first click.
Unstructured texts, outdated inventory, or unclear offer pages have a harder time because AI-powered search functions prioritize clear, up-to-date, and easily identifiable content. I believe this is a point that many dealers still underestimate. It’s no longer just the visible appearance that matters, but rather whether a car dealership can even be understood and selected by AI systems.
Anyone who ignores this logic loses the chance of being shortlisted even before the first click.
Why AI search and Google Maps need to be optimized separately.
Regardless of AI search, a well-maintained Google business profile remains a key factor for local visibility: opening hours, photos, reviews, and service descriptions all contribute to whether a car dealership appears visible and trustworthy on Maps.
From my perspective, this isn’t a minor issue, but a fundamental requirement. A car dealership can be well-positioned in AI search results and still barely visible on Google Maps if its profile is outdated. Both channels operate on different mechanisms. Both need to be managed and maintained effectively.
Electric car subsidies are changing the search process.
When buying an electric car, another factor comes into play: the subsidy. The specific amount depends on factors such as the type of drive system, the taxable household income, and the number of children. Those interested in cars no longer search generally for an electric car, but rather very specifically for eligibility for subsidies, budget, range, availability, and a suitable location.
Those who don’t present this information in a current, understandable, and machine-readable format simply won’t appear in the corresponding AI search results. Especially when funding increases demand in the short term, paid advertising can be a useful supplement. In my experience, it provides faster visibility, including on Google Maps, but it doesn’t replace visibility in AI search results.
What dealers should do:
Car dealers should build their digital visibility where the initial selection process takes place today. This means keeping their Google business profile up-to-date with accurate opening hours, photos, and a clear description of services. They should also ensure their vehicle inventory is consistently structured so that AI systems can easily extract the available offers.
Offer the direct route to a test drive.
Offering a direct route to a test drive or inquiry, instead of general forms with uncertain feedback, is also highly recommended. Finally, dealers should regularly check how their dealership actually appears in AI search systems and Google results.
Marketing follows the journey.
Investments belong where the initial selection process actually takes place today: in location data, company profiles, structured vehicle data, and a direct path to a test drive. Many dealerships still invest too heavily in traditional visibility, even though the decision-making process begins much earlier and, above all, online.
Brick-and-mortar dealerships remain essential for closing deals, but those who don’t make the shortlist digitally lose out before even the first visit. Especially in the electric vehicle market, it’s not just the vehicle itself that matters, but also how well a dealership presents its offers, funding information, and contact options digitally. This then forms the solid foundation for all further marketing activities.
