How is AI Search Changing Car Buying? Google Reveals Key Insights

Google Reveals How AI Search is Revolutionising the UK Car Market

Car dealers concerned about maintaining visibility in an increasingly AI-driven search landscape will receive crucial guidance directly from Google. The search giant has confirmed that a significant shift is underway, with more British car buyers now turning to AI platforms as their first port of call when searching for a new vehicle.

The New Era of Car Buying Queries

According to Google, prospective car owners are increasingly posing the kind of detailed, conversational questions to AI that they would have previously reserved for knowledgeable friends or family members. This fundamental change in consumer behaviour is prompting a rethink of traditional digital marketing strategies for dealerships.

Huxley Stewart, Google's Senior Auto Industry Manager for the UK, is set to address these changes head-on at the upcoming Car Dealer Live event on March 19. Stewart will share the search giant's latest findings and offer practical advice for dealers looking to stay ahead of the curve.

Exclusive Insights at Car Dealer Live 2026

The event, sponsored by Autotrader and held at the British Motor Museum in Gaydon, will feature Stewart providing what he describes as a "peek behind the curtain" of AI-powered search. In a preview of his talk, he stated: ‘The world of search – powered by AI – has fundamentally changed over the past year. It’s transforming how people find information and make decisions, and that pace of change isn’t slowing down.’

Stewart emphasised that his session will provide dealers with "guidance and recommendations to help them stay on the front foot and take advantage of the tools available to them." He will also be available to answer audience questions on various Google topics, including its Vehicle Ads platform.

Comprehensive Automotive Industry Gathering

Hosted by James Baggott, James Batchelor, and Rebecca Chaplin, Car Dealer Live promises to be a comprehensive industry event. Alongside Google's presentation, partners including Autotrader, Impel, Keyloop, Motorway, and Cox Automotive will deliver exclusive research tailored for the event.

Beyond AI search, Google will also share expert tips on maximising video content on YouTube, revealing how top-performing dealers are leveraging video to gain a competitive advantage.

High-Profile Industry Speakers and Panels

The event boasts an impressive line-up of industry leaders. A headline interview with Peugeot Managing Director Nicola Dobson will open the day's proceedings. Manufacturer panels will feature executives from Suzuki, Dacia, and Subaru/Xpeng, while a dedicated session on Chinese challenger brands will include representatives from BYD, Geely, Omoda & Jaecoo, and Chery.

Stewart expressed particular interest in the challenger brands panel, noting: ‘Given the current level of market disruption, I’m particularly looking forward to the challenger brands panel. I don’t think the industry has faced this kind of disruption before.’

Independent and franchised dealer panels will also provide valuable perspectives, featuring figures like IMDA chairman Umesh Samani, Steven Douglas of Really Easy Car Credit, and directors from Hilton Garage, Hedin, and Luscombe Motors.

Networking and Supporting Services

A dedicated networking area will allow dealers to connect with innovative firms offering new products and services. Exhibiting companies include Brego (used car valuations), DealerKit (dealership management systems), Jigsaw Finance (car finance brokerage), UVeye (AI-powered vehicle inspection), and Rallye Digital (dynamic pricing displays).

A social gathering is also scheduled for the evening prior to the main event, offering additional networking opportunities for attendees.

Event Ticket Information

Tickets for Car Dealer Live are available now, with dealer tickets priced at £165 (ex VAT) and supplier tickets at £335 (ex VAT). Streaming tickets are available for £225, and combined hotel packages are offered for both dealer and supplier attendees.

• Dealer ticket: £165
• Supplier ticket: £335
• Streaming ticket: £225
• Dealer + Hotel package: £325
• Supplier + Hotel package: £495

With the automotive industry undergoing significant transformation, events like Car Dealer Live provide an essential platform for dealers to gain insights directly from technology leaders like Google and adapt to the rapidly evolving digital landscape.