The UK automotive sector is in the midst of a digital transformation - and at the heart of it is a shift in how people research and buy cars online. Gone are the days when prospective buyers simply Googled a few reviews and browsed AutoTrader listings. In 2025, the journey begins - and often ends - with AI-driven search experiences like Google’s Search Generative Experience (SGE), ChatGPT-powered browsing, and voice-enabled discovery.
For dealerships, manufacturers, and auto marketing teams, this evolution is demanding a rethink of how you structure your content, target your ads, and optimise for visibility.
It’s important to note, at this juncture, that AI is not killing search; it’s just changing it up. For UK automotive brands and dealerships, the winners will be those who understand the shifts and adapt quickly. From content creation to ad strategy, everything should now be geared towards serving the AI as much as the user.
What is Google’s SGE, and why does It matter to car sales?
SGE (Search Generative Experience) is Google's AI-powered enhancement to search results. We have all been using it, right? Instead of the ten blue links, SGE now delivers summarised, conversational answers directly on the search page - often reducing the need for users to click through to websites.
Imagine a user searches: "Best hybrid SUVs under £30,000 UK 2025"
Rather than sending them to comparison websites or review blogs, Google now presents an AI-generated summary comparing vehicles, pulling data from top sources - possibly excluding YOUR website, unless it’s well-optimised and authoritative, of course.
So, what is the implication for dealerships?
There are a few – here are the key ones:
• Lower organic Click-Through Rate from traditional rankings.
• Fewer opportunities to stand out unless you're part of the AI summary.
• Greater emphasis on content quality, trustworthiness, and structured data.
Fact: AI search Is changing the car buyer journey right now
Most buyers today aren’t visiting five to six dealership websites. Instead, they’re asking AI-powered tools like ChatGPT to gather the intel. Or they’re using Perplexity AI to compare lease deals across providers. The key behavioural changes are shorter funnels, with decisions happening earlier in the search phase.
AI therefore means fewer touchpoints. One smart query is replacing multiple sessions and there’s a growing expectation of instant insight. Buyers want answers, not research tasks, so any digital strategy needs to align with these new expectations.
What automotive marketers need to do
1. Optimise content for AI visibility - Focus on creating content that answers specific buyer questions (e.g., "Best first car for under 21s"). Data needs to be structured (schema.org) to feed AI systems clean, reliable information that’s rich in facts, comparisons, and up-to-date UK-specific stats.
2. Double down on local authority - SGE pulls from trusted, well-linked sources, so dealerships, manufacturers, and auto marketing teams should be looking to boost authority by racking up backlinks from local press, forums, and review platforms. Generating genuine Google Reviews and testimonials is also important, as is publishing original data, such as local pricing trends or availability.
3. Invest in paid search differently – Expectations suggest that organic traffic is likely to dip. To compensate this, it’s worth exploring Google Vehicle Ads, which are now gaining traction in the UK. Running ultra-targeted PPC campaigns around long-tail, purchase-intent keywords is another option to consider. And using AI tools (like Performance Max + scripts) can support smarter bidding.
4. Create content in new formats - Text is no longer enough! Embracing other mediums, such as video walkarounds optimised for YouTube and shorts is the way forward. Think conversational content that mimics how buyers ask questions and consider voice-search friendly pages (FAQs, semantic clarity). Get on TikTok.
Real-world example: A forward-thinking Dealership
*It’s not real by the way…I’ve just made it up to demonstrate my point.
Nobull Electric Vehicles, a fictional but representative dealership, increased test drive bookings by 38% in Q2 2025 after:
• Creating AI-optimised EV comparison guides.
• Embedding structured data in product pages.
• Launching a TikTok series answering common buyer questions.
Their visibility in AI summaries rose dramatically — and they now rank in the answer box for "Best small EV for city driving UK."
The conclusion? The question for the automotive sector (and any sector) is no longer: “How do we rank #1?” It’s: “How do we earn a place in the AI’s answer?”
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