In Part 1 of Voice Search and Its Impact on the Automotive Industry we covered: 

  • How to use your authority as an auto dealer to be a trusted source for voice-search product info
  • How voice search optimization goes hand in hand with standard SEO
  • Steps to start marketing with voice search 

Since then, there have been some developments in voice search technology and the auto industry that we’d like to share and expand on.  Whether you’re a dealer or just a curious gearhead, the expanses being made in this realm are nothing to turn your nose up at, so let’s dive right in! 

Alexa Takes the Wheel… Figuratively Speaking

As Voice Search continues to grow in popularity, manufacturers haven’t been shy about jumping on the bandwagon.  While some brands are able to connect with Alexa thanks to iOS and Android apps, one automaker is taking this integration to the next level. 

After conducting a number of studies based around infotainment systems and consumer satisfaction, GM decided it was time for a change.  In order to provide a seamless voice search experience between home and vehicle, GM will soon be offering Alexa Auto in Chevrolet, Buick, GMC, and Cadillac vehicles.  According to a statement released by GM, these Alexa-armed vehicles should be hitting the market within the first half of 2020.

In addition to being able to use almost all of the other convenient Alexa commands, this pairing has given rise to a whole new selection of commands surrounding the topics of navigation, media, and phone calls.  Alexa Auto will merge with the OnStar turn-by-turn navigation system featured in these vehicles so you can simply ask Alexa to pull up directions for you, instead of having to manually search or punch in the address by hand.

Other Brands Integrating Alexa Auto

The electric automaker, Rivian, will also be sporting Alexa Auto within their fleet of Amazon delivery vans, while Lamborghini plans to integrate Alexa into the new Huracan Evo as well. From your everyday commuter to luxury sports cars and delivery vehicles, it’s clear that voice search technology is breaking into the automotive industry any way it can.

But what about consumers not using Alexa? I’m glad you asked.

Open Communication Between Rivaling Voice Assistant Tech Providers


Between Siri, Alexa, Google Assistant, and Microsoft Cortana, consumers often are faced with too many options when it comes to Voice Search assistance.  In an operative to combat this problem, a concerted effort is being made amongst Apple, Google and Amazon to improve voice assistant tech functionality amongst their different devices. 

The three tech giants aim to create an open-source standard that would allow all smart home (and potentially future smart auto) hardware to work together in one seamless fashion. So, in theory, this could mean that Alexa Auto will soon be able to integrate with your Google Assistant and Siri-oriented devices, but don’t quote us on it just yet.  This melding of the voice tech masses is on the horizon for the end of 2020 as manufacturers are still in the development process, but they already have the support of the Zigbee Alliance and other smart home tech developers to start.


What Role Does Microsoft Cortana Play in Automotive?

While Apple, Google, and Amazon have been collaborating to create open-source, voice-powered tech, Microsoft has been flying solo, working to improve its own conversational computing tech. The tech company is planning to embed the Cortana voice assistant deeper into their Microsoft 365 productivity apps, making it an integral part of all platforms and devices, like Windows PCs.

Amidst this development, it has been reported that Microsoft has been pulling support for the iOS and Android Cortana apps in several countries.  As their focus for the level of integration for this tech continues to shift, Microsoft will be killing off app support in Canada, Mexico, the UK, India, Australia, Germany, China, and Spain at the end of January 2020. An end date for the support of the Cortana apps in the U.S. has yet to be released.

Although any collaboration from Microsoft towards the open-source voice platform has yet to be reported, they’ve already dipped their pen in the automotive industry ink with Nissan and BMW.  While Nissan has teased about Cortana integration in the past, BMW successfully merged the voice assistant app into its tech offerings in late 2018. How their current agenda of shifting away from the standalone Cortana iOS and Android apps will affect these automotive integrations remains to be seen. 

How Is Voice Search Affecting Local Businesses Like Your Dealership?

So, the above is all well and good for OEMs and tech companies looking to maximize on this opportunity, but how does voice search actually come into play for your dealership?

Well, a wide selection of surveys has provided data showing that voice search continues to be a growing trend and that a whopping 58% of searchers use voice to find local business information.  Whether seeking out directions for the nearest Ford dealership or the best place to get an oil change, this is one way that voice search can directly lead smart device users to your showroom.  Of that 58%, 74% actively search for local businesses on a regular, weekly basis and we don’t expect to see those numbers dwindling as we continue marching into the Roaring 2020s. 

So how can you improve the voice search-ability of your own website?  Now we’ve come full circle.  Head on over to Voice Search and Its Impact on the Automotive Industry Part 1, and I’ll tell you all about it. 




Want to learn more about SEO for your dealership?

3 Steps for Car Dealers Switching Website Providers (Updated July 2020)

With some restrictions being lifted on what platform a dealership can represent itself on, many car dealers are in the process of switching website providers. Many dealers opting for change may have been locked into a contract with CDK Global, now known as Sincro...

4 Things SEO Tools Can’t Tell You (That We Can)

It’s a tale as old as the internet. It’s told in blockbuster hits like The Matrix; I, Robot; Ex Machina; and Dave Eggers’ novel The Circle. It relates to a deep-seated question—even fear—in human consciousness: will technology eventually outsmart people? The human vs....

5 Automotive SEO Tips for Car Dealers Entering 2023

5 Automotive SEO Tips for CAR Dealers Entering 2023 Like every new year, 2023 brings many new opportunities. That goes for the world of automotive search engine optimization, too. Here, we’ll look at the top 5 automotive SEO tips for your dealership this year.  While...

5 Biggest Lies About Digital Marketing Vendors

I have worked in the automotive industry for 19 years.  Most of my career I have worked for some of the largest automotive vendors in sales and sales management.  Because of my insider understanding of the pitfalls faced by the “big guys” I founded Dealer Authority...

5 Steps to Building SEO Goals for 2019

Optimize Your Content to the Fullest Whether you’re a seasoned SEO vet or a newbie on the block just trying to figure out what search engine optimization actually means, adjusting your SEO Goals for 2019 is an important step forward so that your website and the...

5 Ways SEO and Social Media Work Together for Your Dealership

Don’t fall into the common misconception that SEO and social media are separate entities, each operating in their own world with distinct—but different—goals. SEO and organic social media marketing work in tandem to create value and provide relevance to your...

A Complete Guide to Backlink Building Strategies for Car Dealers

In a world where getting people to your dealership's website is everything, backlinks are not just another ingredient in your marketing recipe; they're the secret sauce. Every dealership likes to think they have something shiny to offer, so how do you ensure your...

A Complete Guide to High-Powered Marketing – Octane

Curious about Octane? Hang out with Jill Ambrose, our Dealer Advocate at Dealer Authority, and she will give you the scoop! In this complete guide, Jill will explain what makes up the components of our core digital strategy - Octane. This strategy includes Search...

A Decade in Review: SEO Best Practices

Happy 2020! With the dawning of a new decade, we all tend to look back on the past and review the highlight reel - understanding what went right, what changed, and where the best ideas came from are terrific ways to prepare for what’s to come. The 2010s changed the...

A Little Perspective on the Evolution of Car Sales

Some of our readers may have noticed that I haven't been posting very much on the various automotive networks since August. This wasn't the result of an extended vacation or a trip around the world. My thoughts and efforts have been squarely placed on the evolution of...