Artificial intelligence is rapidly changing how Indian consumers research, compare, and buy automobiles. The traditional showroom-led process is giving way to a more digital, interactive, and AI-assisted journey. A Google-commissioned Kantar study, “Automobile Purchase Journey in the Age of AI,” reveals that 93% of car shoppers use AI-enabled platforms during the research phase, underscoring technology's growing role in vehicle discovery and decision-making.
The study highlights that the automobile purchase journey today is complex and non-linear, with consumers engaging with an average of 7.8 touchpoints before finalising a vehicle purchase. Buyers explore models, compare features, watch reviews, seek recommendations, and gather information through multiple digital channels before visiting a dealership. AI-powered searches, virtual consultations, and personalised recommendations help consumers narrow their options and make informed decisions with greater confidence.
Digital technology’s influence extends beyond individual research. Families increasingly use online information and AI-assisted tools to discuss vehicle options, compare alternatives, and participate collectively in purchase decisions. Platforms like Google Search, YouTube, Maps, and Gemini have become integral, with 87% of buyers using at least one Google platform during their decision-making process.
The findings show a broader shift in consumer behaviour, with AI serving as a co-pilot in the automobile buying process. Consumers now rely less on dealership visits and conventional information sources, accessing a wide range of vehicle data across digital platforms. For manufacturers and dealers, this emphasises the need for a robust digital presence and providing relevant, accessible information throughout the customer journey.
