1. © 2008 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
Automotive Marketing and
Media Annual Review 2008:
Critical Issues in a
Restructuring Industry

2. 2
© 2008 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
Search engines can be an effective way to reach
consumers looking for auto shopping sites
Based to AIUs using search engines; 2007 J.D. Power and Associates New Autoshopper.com Study
Web Sites Found By Search Engines
77%
59%
49%
0%
20%
40%
60%
80%
100%
Manufacturer Web
Sites
Independent Web
Sites
Dealership Web Sites
PercentageofWebSiteResults

3. 3
© 2008 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
Consumers use search to find vehicle images
Based to AIUs using search engines; 2007 J.D. Power and Associates New Autoshopper.com Study
Information Found By Search Engines
82%
42%
24%
0%
20%
40%
60%
80%
100%
Images Directions/maps to
local dealerships
Videos

4. 4
© 2008 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
39% of OEM site-shoppers use a 3rd-party search
engine to help navigate the site
How Find the Next Thing Looking For
On an Automotive Web Site
68%
43%
39%
0%
15%
30%
45%
60%
75%
Browse/Click through
Site
Use Site's Search
Engine
Leave Site and Use
Search (e.g., Google)
Source: 2007 J.D. Power and Associates Manufacturer Web Site Evaluation Study

5. 5
© 2008 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
Top 5 Search Engines
4%
8%
14%
30%
58%
0% 10% 20% 30% 40% 50% 60% 70%
Ask.com
AOL Search
MSN Search
Yahoo!
Google
Percentage of AIUs Visiting Search Engines
2007
2006
Google continues to dominate and grow in AIU
search usage
Based to AIUs; 2006-2007 J.D. Power and Associates New Autoshopper.com Study