AI Search Brand Visibility Analysis | Spike Automotive
Spike Digital Marketing

AI Search Brand Visibility Analysis

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Automotive Google Gemini Research | Q1 2026

Study Overview

This analysis examines how Google's Gemini AI responds to 5,000 UK car-buying queries across 10 models, 10 cities, and 5 buying themes. Use the tabs above to explore grounding sources, filter by model/city/theme, and discover which sources Gemini relies on most.

KEY FINDINGS FROM THE STUDY
The top 6 dealer brands account for 31.3% of all 18,746 dealer mentions despite representing a fraction of 1,700+ dealers in the dataset.
Gemini averages 3.75 dealer mentions per response and conducts 5+ follow-up searches per query via fan-out.
Reputation/Trustworthy has the most diverse dealer pool (722 unique dealers), nearly 40% more than the most concentrated theme.
66% of UK motorists now incorporate AI into their car-buying journey (Close Brothers, 2,000-motorist poll).

Source Citations by Car Model

Source Citations by City

Source Citations by Theme

Top 15 Grounding Sources (All Queries)

Grounding Sources Analysis

Filter sources by selecting/deselecting car models, cities, and themes. The table recalculates based on your active filters.

# Source Domain Citations ▼ Models Cities Themes Distribution

Analysis by Car Model

Select a car model to see its top grounding sources, city distribution, and theme breakdown.

Top Sources

Citations by City

Citations by Theme

Analysis by City

Select a city to see its top grounding sources, model distribution, and theme breakdown.

Top Sources

Citations by Car Model

Citations by Theme

Analysis by Buying Theme

Select a buying theme to see which sources Gemini prioritises for each type of car-buying query.

Top Sources

Citations by Car Model

Citations by City

Cross-Dimension Heatmaps

Visualise source citation density across every combination of models, cities, and themes.

Model × City (Total Citations)

Model × Theme (Total Citations)

City × Theme (Total Citations)

Source Explorer

Search for any source domain to see its complete citation profile across all models, cities, and themes.

Start typing to explore a source

Top 50 Dealerships

Dealerships extracted from Gemini AI responses. Filter by car model, city, and buying theme to see which dealerships are recommended most. Based on 18,746 total dealer mentions across 4,951 queries.

Top 15 Dealerships (Filtered)

Mentions by Theme

# Dealership Mentions ▼ Models Cities Themes Distribution