The New Auto Buyer: How AI is reshaping the journey from Discovery to Decision | Autocar India

From researching models and comparing options to influencing purchase decisions, AI is increasingly becoming a part of the car-buying journey. Bringing together perspectives from across the automotive industry, Hormazd Sorabjee, Editor, Autocar India, is joined by Nalinikanth Gollagunta, CEO, Automotive Division, Mahindra & Mahindra; Ashish Gupta, Brand Director, Škoda Auto India; Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility; and Siddharth Shekhar, Director - Govt. & PSUs, BFSI, Fintech, Education & Auto, Google India, to explore how AI is reshaping the car-buying journey — from research and discovery to comparison and purchase decisions. The discussion draws on insights from a Google–Kantar study to examine how consumer behaviour is evolving and how automakers are responding to this shift. Discovery: How search and intent signals help brands meet buyers at early intent stages. Evaluation & Comparison: Using AI to simplify complex feature comparisons, especially across EV vs. ICE options. Decision to Delivery: Bridging digital research with the on-ground showroom experience. Chapters - 00:00 - Introduction 01:16 - What Google's Car Buyer Study Reveals About Indian Consumers 07:35 - The Biggest Factors Influencing New Car Buying Decisions 11:12 - Are Technology and Features More Important Than Driving Experience? 15:31 - How YouTube and Video Reviews Influence Car Buying Decisions 18:42 - Short-Form vs Long-Form Video: What Do Car Buyers Prefer? 21:02 - Why Authentic Car Reviews and Ownership Videos Matter 26:38 - How Family and Friends Influence Car Buying Decisions 34:01 - Car Manufacturers’ Struggle With Variant Planning and Forecasting 40:50 - How AI Search Can Help Automakers 47:04 - Share of Voice vs Share of Recommendation: The New Marketing Battle 50:02 - How AI Will Transform Car Buying in the Next Five Years SUBSCRIBE to Autocar India for the hottest automotive news and the most comprehensive reviews ► http://bit.ly/AutocarInd Autocar India is your one-stop source for test drive reviews & comparison tests of every new car and motorcycle launched in India. We also offer a great mix of other automotive content, including weekly news, motor show reports, travelogues and other special features. Website: http://www.autocarindia.com Facebook:   / autocarindiamag   Instagram:   / autocar_india   Twitter:   / autocarindiamag   New car reviews ►http://bit.ly/ACI-NewCarReviews Comparison tests ►http://bit.ly/ACI-Comparison New bike reviews ►http://bit.ly/ACI-BikeReviews Features ►http://bit.ly/ACI-Features