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How AI Is Changing Car Buying and What Dealerships Must Do in 2025–2026

The car-buying journey is transforming fast — and AI is leading the charge. Today’s shoppers are asking ChatGPT which vehicles are most reliable, using AI to compare prices, and even negotiating deals with help from machine-learning tools. In fact, CarEdge found that one in four car buyers now use or plan to use AI tools during their purchase process. For dealerships, this shift means one thing: digital visibility has never been more critical.

This guide explains how to keep your dealership ahead of the curve — from optimizing your website and Google Business Profile to leveraging SEO and AI-ready content that ranks where buyers are searching.

How Car Buyers Are Using ChatGPT and AI Tools in 2025

 

  • 25% of car buyers in 2025 say they have used or plan to use AI tools (such as ChatGPT, Gemini, Perplexity, etc.) during the car-shopping or purchase process: for things like researching vehicles, comparing prices, or negotiating.
    CarEdge
  • Among car buyers who do use AI tools:
    • 88% use them to research models, trims, features, reliability, etc.
      CarEdge
    • 64% use them to compare prices and market values.
      CarEdge
    • 44% use them to prepare negotiation strategies — how to talk to salespeople or understand dealer costs.
      CarEdge
    • 11% use them to explore finance or leasing options.
      CarEdge
  • Among buyers who haven’t purchased in 2025 yet, 40% say they either already use or plan to use AI tools during their search or deal-making process.
    CarEdge
  • Usage intensity / helpfulness:
    • Of those who have used AI, 88% say it was helpful.
      CarEdge
    • Further, 60% of those users say they used the AI tools “a lot” in their buying journey.
      CarEdge
  • Negotiation usage in the overall car-buyer population:
    • Because 25% of buyers use AI and among those 44% use it to negotiate, that corresponds to about 11% of all car buyers using AI tools specifically for negotiation.
      Money Talks News
  • Behavioral comfort and intent:
    • 62% of car shoppers say they are comfortable receiving guidance from AI during the buying process.
      Car Dealership Guy News
    • But only 16% report that they have actually used ChatGPT or other AI-based platforms during their purchase journey.
      Car Dealership Guy News

Why SEO and Google Business Optimization Matter More Than Ever

 

In 2025, the digital landscape for car dealerships is more competitive than ever. To ensure visibility and attract potential customers, it’s crucial to focus on optimizing your online presence. Here are key statistics that highlight the importance of SEO and Google Business Profile (GBP) optimization:

Local Search Dominance

  • 46% of all searches on Google are for a local business or service. This underscores the significance of local SEO in reaching nearby customers.
    Backlinko
  • 76% of searches from mobile devices are related to something near the user, emphasizing the need for mobile-friendly websites and local optimization.
    Sixth City Marketing

Google Business Profile Impact

  • Businesses with complete Google Business Profile listings are 70% more likely to attract location visits compared to those with incomplete profiles.
    Search Atlas – Advanced SEO Software
  • Google Business Profile listings with accurate and complete information receive seven times more clicks than those without.
    SeoProfy
  • Including photos in your Google Business Profile can lead to 45% more requests for directions and 31% more clicks to your website.
    SQ Magazine

Conversion Rates

  • 80% of local searches result in users converting into customers for your business, highlighting the direct impact of local SEO on sales.
    SEO.com
  • 88% of consumers who conduct a local search on their smartphone visit or call a store within a day, demonstrating the urgency of optimizing for local search.
    SeoProfy

AI and Search Behavior

  • 42% of consumers utilize generative AI tools like ChatGPT for shopping guidance, indicating a shift in how potential customers seek information.
    The Wall Street Journal
  • 80% of users complete 40% of searches without clicking on links, often relying on AI-generated summaries, making it essential for dealerships to adapt their SEO strategies to this new behavior.
    The Wall Street Journal

What AI Search Means for Dealerships (ChatGPT, Gemini, and Bing AI)

 

As AI-driven search tools like ChatGPT, Google Gemini, and Bing AI become increasingly prevalent, understanding their impact on local business visibility is crucial for dealerships aiming to stay competitive. Here’s how these AI models are reshaping the digital landscape:

AI Search Adoption

  • 75% of consumers report using AI tools more today than they did a year ago, with 43% using them daily or more.
    Yext
  • ChatGPT Search is now available to all free ChatGPT users, expanding its reach and influence in the search ecosystem.
    Search Engine Land

AI Models and Local Business Information

  • Google Gemini and ChatGPT source their information about local businesses from a variety of places, including both big and small publisher websites. This means that your dealership’s online presence across various platforms can influence how these AI models perceive and present your business.
    Yext
  • Gemini powers Google’s AI features, including AI Overviews and AI Mode, which are designed to provide users with rich, accurate answers by understanding and interpreting multiple formats like text, images, audio, and video.
    Yext

Importance of Structured Data and Listings

  • AI models utilize structured data and listings to gather information about local businesses. Ensuring your dealership’s information is accurate and consistent across various platforms can enhance its visibility in AI-generated search results.
    Yext
  • Bing’s index has become more significant due to its integration with ChatGPT Search. If Bing doesn’t have your page, neither does ChatGPT, making it essential to ensure your dealership’s website is properly indexed by Bing.
    Search Engine Land

The Digital Audit: 6 Areas Every Dealership Should Update in 2025

 

In 2025, staying competitive in the automotive industry requires a comprehensive digital audit. Dealerships must ensure their online presence is optimized across various platforms. Here’s a breakdown of six critical areas to focus on:

1. Website Performance & SEO

  • Page Speed: A delay of just one second in page load time can result in a 7% reduction in conversions.
    Steph Corrigan Design
  • Mobile Optimization: With over 60% of searches conducted on mobile devices, ensuring your website is mobile-friendly is crucial.
    Steph Corrigan Design
  • On-Page SEO: Utilize relevant keywords, optimize meta tags, and ensure proper heading structures to improve search engine rankings.
    Steph Corrigan Design

2. Google Business Profile (GBP) Optimization

  • Profile Completeness: Dealerships with fully optimized Google Business Profiles receive 2.3 times more clicks than those with incomplete information.
    Dealers United
  • Service & Parts Profiles: 47% of dealerships still lack separate Service & Parts Google Business Profiles, limiting their ability to capture service-specific customers.
    Car Dealership Guy News
  • Regular Updates: Regularly post updates, promotions, and special events to keep customers informed.
    Overfuel

3. Digital Advertising & PPC Audits

  • Ad Spend Efficiency: Regular audits help identify areas of waste and ensure alignment with your dealership’s goals, maximizing ROI.
    autofusion.com
  • Campaign Performance: Evaluate the effectiveness of your ad campaigns to ensure they reach the intended audience and drive conversions.
    autofusion.com

4. Social Media Engagement

  • Platform Consistency: Ensure consistent branding and messaging across all social media platforms to build trust and recognition.
  • Customer Interaction: Engage with customers through comments, messages, and posts to foster a community and encourage loyalty.

5. Inventory Management Systems

6. Data Security & Compliance

  • Regulatory Compliance: Ensure adherence to data protection regulations such as CCPA and GDPR to protect customer information.
    Shartega IT
  • Employee Training: Educate employees on cybersecurity best practices to reduce the risk of data breaches.
    Shartega IT

How Univelocity Helps Dealerships Stand Out Online

 

In today’s competitive automotive market, dealerships need more than just a website—they need strategic digital guidance and tools that drive customers to the lot. At Univelocity, we specialize in services that deliver real results without requiring dealerships to overspend on full website rebuilds. Here’s how we help:

1. Google Business Profile (GBP) Optimization

  • Why it matters: Dealerships with complete and optimized GBP listings receive 2.3× more clicks than incomplete profiles
    (dealersunited.com).
  • How Univelocity helps:
    • Complete and accurate listings across all dealership locations.
    • Regular posting of promotions, events, and inventory highlights.
    • High-quality photos and video uploads to increase engagement.
    • Review monitoring and response strategies to improve star ratings and trust signals.

2. SEO Consulting

  • Why it matters: Local search drives dealership visits—46% of all Google searches are local
    (backlinko.com).
  • How Univelocity helps:
    • Consulting on on-page SEO, including keyword strategy, meta tags, headings, and structured data.
    • Recommendations for content creation that aligns with buyer search intent.
    • Guidance on improving visibility for both Google search and AI-driven platforms like ChatGPT and Bing AI.

3. Automotive Email Marketing

  • Why it matters: Email is one of the highest ROI marketing channels—dealerships can nurture leads, promote sales events, and stay top-of-mind with buyers.
  • How Univelocity helps:
    • Pre-built, automotive-focused email templates that dealers can use immediately.
    • Campaign consulting to ensure emails reach the right audience with optimized messaging.
    • Tracking and reporting to measure engagement, clicks, and lead conversions.

Bottom line: Univelocity helps dealerships maximize visibility, engagement, and lead conversions through high-impact, cost-effective services. From Google Business optimization and SEO consulting to ready-to-use automotive email campaigns, we equip dealerships with the tools they need to attract more customers and increase sales—without unnecessary website overhauls.

Real-World Impact: How Optimization Drives Lot Visits and Sales

 

Below are examples and stats showing what actually happens when dealerships optimize their online presence—SEO, Google Business Profiles, listings, and related work. These results aren’t hypothetical; they come from real campaigns and case studies.

1. Huge Gains from SEO Traffic Improvement

  • A dealership’s website saw a 147% increase in traffic following a focused SEO strategy (audits, reclaiming rankings, content updates).
    (websuitable.com)
  • RhinoRank worked with a car dealer and achieved a 292% organic traffic increase by implementing high-quality backlink building and improving domain authority.
    (rhinorank.io)

These increases in search traffic typically lead to more lead forms submitted, more people calling, and more foot traffic (“lot visits”)—especially when content matches buyer intent (e.g. “used car near me,” “cheap financing”).

2. Google Business Profile Optimization = More Local Actions

  • In a case with GM dealerships enrolled in a GBP-optimization pilot, they saw:
    • +21% increase in Google impressions
    • +27% more clicks to view details (phone, website)
    • +54% more direction-requests
    • +36% more clicks to call the dealership
    (go.reputation.com)
  • In a study of ~20 dealership locations that created separate GBP listings for their sales, parts, and service departments, dealerships saw a
    23% year-over-year increase in profile impressions vs locations that did not.
    (go.reputation.com)
  • Dealerships with fully completed Google Business Profiles (name, hours, address, photos, etc.) see up to
    50% more high-intent actions (calls, direction requests, appointments) compared to those with incomplete profiles.
    (quickcreator.io)

3. Conversion & Customer Engagement Improvements

  • Schaller Honda is a good example: after implementing local SEO focused on key vehicle models and geography, improving site navigation, and cleaning up local listings, they saw:
    • 8-point improvement in average SERP position for 15 targeted keywords
    • Organic clicks +25%
    • Impressions +20%
    • Engaged site sessions +38%
    • Shopper behavior metrics (e.g. interactions, inquiries) +62%
    (strongautomotive.com)
  • An auto dealership that used an integrated marketing strategy over 30 days saw:
    • ~350,000 impressions
    • ~12,000 clicks
    • ~5,000 conversions (leads)
    • Compared to previous month: +520% impressions, +294% clicks, +278% conversions, +360% website visits
    (marketing360.com)

4. Reputation & Review Score Improvements Impact Sales

  • From a Reputation.com study of 1,800 dealerships (for a Big Three automaker): a
    150-point improvement in “reputation score” (via reviews, sentiment, ratings) corresponded to about a
    6% increase in unit sales.
    (reputation.com)

5. What This Means in Practice (For Dealerships)

  • More visibility in search and maps = more potential buyers finding you when they’re ready to act (call, get directions, visit).
  • Optimizing GBP and local listings also tends to improve trust, which means shoppers are more likely to choose you over a competitor.
  • Improved site traffic from SEO combined with conversion optimization means more qualified leads. Even small improvements in site speed, user experience, or navigation can have outsized effects.
  • Better reputation (more reviews, better ratings, responsive review management) helps with first impressions (online) and boosts conversion from “browsers” into “visitors.”

Next Steps: Staying Ahead in 2026 and Beyond

 

As AI, generative interfaces, and search behavior evolve, forward-thinking dealerships will be those who see digital optimization not as a one-time project, but as an ongoing discipline. Here are strategic next steps and emerging trends dealerships should watch — and what you should start doing now.

1. Treat AI Search as a Core Channel, Not an Experiment

  • Don’t just optimize for Google. Expect buyers to ask ChatGPT, Gemini, or Bing to “find a nearby used car dealer” or “recommend a dealership with best financing deals” — and prepare your content for that.
  • Focus on AI discoverability: content structured for direct answers, schema, FAQs, concise prompts.
  • Monitor AI / search tool updates — e.g. how ChatGPT’s browsing or citation features change, or how Gemini surfaces local knowledge.

2. Embrace Content That Serves Buyer Intent — Not Just Ads

  • Build robust content hubs / microsites around vehicle models, comparisons, and local market guides (e.g. “2026 midsize SUVs in San Diego”).
  • Use AI tools to generate content drafts, but always human-edit for accuracy, local flavor, and brand voice.
  • Optimize for multi-modal content (text, images, video) — AI models are increasingly indexing across formats.

3. Expand Your Local Ecosystem Footprint

  • Launch department-level GBP listings (sales, service, parts) if you haven’t already — especially as consumers may ask AI for “dealer service near me.”
  • Integrate your online-offline strategy: promote test drive reservations, service scheduling, and trade-in evaluations via web and chat platforms.
  • Build strong local citation consistency across directories and niche automotive platforms (e.g. CarGurus, Edmunds, AutoTrader).

4. Automate & Scale via Tools While Keeping Human Oversight

  • Leverage AI/automation for routine tasks: e.g. review monitoring, listing sync, content ideation, email sequences.
  • But maintain quality control — ensure responses are brand-aligned, accurate, and local.
  • Use dashboards to track performance: which content is being surfaced by AI, which listings are driving calls, which CTAs convert best.

5. Cultivate Relationships Through Email and CRM

  • Don’t just send discounts — send educational content: market trends, maintenance tips, model comparisons. This builds trust and keeps leads warm.
  • Segment your list by behavior (visited site, browsed certain models, got service, etc.) and send tailored campaigns.
  • Use email data to feed SEO & content strategy — what people click, what questions they have, what content they respond to.

6. Measure & Iterate — With Transparency

  • Establish key performance indicators (KPIs) tied to awareness, evaluation, and conversion:
    • Local impressions, GBP actions (calls, direction requests)
    • Organic sessions and rankings for target keywords
    • Lead form submissions, phone calls, test drive bookings
    • Review growth & sentiment
  • Review those KPIs monthly and make tweaks: content refresh, schema updates, promotional posts, new templates.
  • Stay agile — AI and search change fast. Be ready to adapt your strategy based on new features, new SERP behaviors, or shifts in buyer preferences.

Closing the Loop

Now is the time to act, not wait. Dealerships that double down on AI-aware SEO, listing optimization, and content strategy will be the ones customers find in 2026 — while slower competitors lag behind.

If you want a custom roadmap or audit tailored to your dealership, Univelocity can help you get there. Let’s plan your digital edge for next year and beyond.

Winning the New Digital Race

 

The digital landscape for car dealerships is evolving faster than ever. Between AI-powered search engines, chat interfaces, and increasingly savvy consumers, standings in the marketplace are determined online well before a buyer steps into your showroom. To win the new race:

  • Visibility now means more than rankings. As AI tools (ChatGPT, Gemini, Bing AI) increasingly answer queries outright, your content, business listings, and local signals must be optimized for discoverability by AI.
  • Local trust wins foot traffic. Even with all the AI magic, buyers still rely on maps, reviews, and business profiles to decide which dealership to visit. If your Google Business Profile and local presence aren’t polished, they’ll overlook you.
  • Consistency + iteration is your competitive edge. SEO, GBP health, content strategy, email campaigns — these are not “set it and forget it” tactics. Monthly reviews, updates, and adaptations will keep you ahead of peers.
  • Smart investments beat big investments. You don’t need expensive website overhauls to win. Focus your resources on the high-ROI levers: business profiles, content aligned with buyer intent, and email nurturing.
  • Partners matter. With the pace of AI change, working with a trusted, specialized agency (that understands automotive SEO + AI trends) can accelerate your learning curve and safeguard against missteps.

The most forward-looking dealerships in 2026 won’t just compete on discounting or inventory — they’ll compete on being the answer people see first. By optimizing your digital presence now — SEO, Google Business optimization, conversational content, and strategic outreach — you position your dealership to capture more high-intent buyers, increase lot visits, and close more sales.

If you’d like help auditing your dealership’s AI & search visibility, crafting a roadmap, or executing these strategies, We would love to talk. Let’s win this race together.

Team Univelocity

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