We measured how often AI assistants (ChatGPT, Google AI Mode, and Google AI Overview) name each of the region's 15 Toyota dealers when shoppers ask where to find, buy, and service - city by city. Here is who is winning AI visibility today, and where the gaps are.
Toyota of Seattle leads with 13% share of voice (of every time AI named a Toyota dealer in the region) and is named in 74% of all answers. Toyota of Lake City and Burien Toyota follow. The clearest gap is Toyota of Tacoma - Sales Department, which AI names less often than its nearby shopper demand would suggest.
How to read this report. This draws on answers from ChatGPT, Google AI Mode, and Google AI Overview. Dealers are never named in the questions, so every dealer is measured the same way. Cities are not counted equally: each city counts toward the regional score in proportion to how much Toyota shopping happens there - measured by its monthly search demand - so a strong showing in high-demand markets like Seattle and Tacoma moves a dealer's regional standing much more than the same showing in a small one. Every city's own results appear in the sub-market table below. The full method is at the end of this report.
The regional leaderboard
Who AI recommends most across the region. Share of voice: of every time AI named a Toyota dealer in the region, how often it named this one. AI visibility: how often AI names the dealer at all. Named first: how often it is the very first dealer named.
Toyota of Seattle - 13% share of voice, named in 74% of answers, named first 16% of the time; strongest sub-market: Seattle.
Toyota of Lake City - 10% share of voice, named in 58% of answers, named first 18% of the time; strongest sub-market: Bothell.
Burien Toyota - 10% share of voice, named in 55% of answers, named first 36% of the time; strongest sub-market: Kent.
Michael's Toyota of Bellevue - 9% share of voice, named in 54% of answers, named first 14% of the time; strongest sub-market: City of Sammamish.
Toyota of Renton - 9% share of voice, named in 56% of answers, named first 2% of the time; strongest sub-market: Kent.
Toyota of Kirkland - 8% share of voice, named in 51% of answers, named first 2% of the time; strongest sub-market: Bothell.
Doxon Toyota of Auburn - 7% share of voice, named in 40% of answers, named first 11% of the time; strongest sub-market: Kent.
Rodland Toyota of Everett - 7% share of voice, named in 42% of answers, named first 7% of the time; strongest sub-market: Everett.
Swickard Toyota - 6% share of voice, named in 38% of answers, named first 0% of the time; strongest sub-market: Everett.
Toyota of Puyallup - 5% share of voice, named in 28% of answers, named first 5% of the time; strongest sub-market: Tacoma.
Titus-Will Toyota - 5% share of voice, named in 25% of answers, named first 8% of the time; strongest sub-market: Tacoma.
Marysville Toyota - 4% share of voice, named in 27% of answers, named first 18% of the time; strongest sub-market: Everett.
Toyota of Olympia - 3% share of voice, named in 20% of answers, named first 5% of the time; strongest sub-market: Olympia.
Toyota of Tacoma - Sales Department - 3% share of voice, named in 19% of answers, named first 5% of the time; strongest sub-market: Olympia.
Heartland Toyota - 2% share of voice, named in 20% of answers, named first 0% of the time; strongest sub-market: Olympia.
Who leads each sub-market, and where
Seattle (population 780,995, 29,700 searches per month) - AI names Toyota of Seattle most.
Tacoma (population 222,906, 5,550 searches per month) - AI names Titus-Will Toyota most.
Kent (population 126,952, 2,590 searches per month) - AI names Doxon Toyota of Auburn most.
Everett (population 108,010, 2,310 searches per month) - AI names Rodland Toyota of Everett most.
Olympia (population 55,733, 1,780 searches per month) - AI names Toyota of Olympia most.
Bothell (population 42,939, 1,700 searches per month) - AI names Toyota of Kirkland most.
City of Sammamish (population 45,780, 0 searches per month) - AI names Toyota of Kirkland most.
The websites AI cited most when answering shopper questions across the region, as a share of all citations:
google.com - 14.5% of citations
reddit.com - 9.3% of citations
burientoyota.com - 6.1% of citations
carfax.com - 5.4% of citations
toyota.com - 5.2% of citations
rodlandtoyota.com - 4.0% of citations
yelp.com - 4.0% of citations
caredge.com - 3.9% of citations
dealerrater.com - 3.3% of citations
tituswilltoyota.com - 3.0% of citations
marysvilletoyota.com - 3.0% of citations
toyotaoftacoma.com - 2.9% of citations
Regional Insights
AI gives shoppers a short list of 3 to 9 dealers. AI answers with actual dealership names 99.1% of the time and names only 3 to 9 dealers per answer. A dealer not on that list loses the shopper to one that is.
The most Google reviews does not mean the most AI recommendations. Toyota of Olympia has the region's most Google reviews (7,233) yet ranks 13th of 15 on this leaderboard, while Toyota of Seattle (2,410 reviews) ranks 1st.
AI's information comes from review sites and forums, not dealer websites. reddit.com alone is cited more often than any dealer website. The most-cited discussion is r/BellevueWA's "Best Seattle-Bellevue area Toyota Service", and 67% of the Reddit discussions AI cites come from this region's own communities. Complaint threads about specific stores are read too.
Dealer ratings run far lower on Yelp than on Google. The tracked dealers average 4.4 stars on Google but only 3.0 on Yelp, and 5 of 10 score below 3.0 there. Yelp is one of AI's cited sources in this report, so a weak Yelp profile feeds directly into what AI reads.
Seattle holds most of the demand - and no dealer has a firm lead. Seattle and Tacoma together hold 81% of the region's shopping demand, yet in Seattle, the busiest market, the most-recommended dealer (Toyota of Seattle) takes only 17% of AI's dealer mentions. AI names a different leading dealer in 6 of the 7 local areas.
Regional footprint
Who leads each sub-market, and where
The dealer AI names most in each sub-market. Each sub-market is measured at its anchor city -
shown with its population - chosen to represent that part of the region; the anchors together
span the metro's major population centers. On the map, each anchor's bubble is sized by its
monthly shopper search demand, so larger circles are the markets with more search activity.
National footprint
The 25 metros, coast to coast
Each bubble is one of America's 25 biggest metro areas, sized by monthly shopper search
demand in its anchor city and numbered by metro rank. The table that follows names the dealer
AI recommends most in each.
Market demand
Where the nation shops
Monthly brand and model searches in each metro's anchor city - the demand AI answers compete
for. Search demand weights and sizes the markets in this report; it is not a sales figure.
Market demand
What the region is searching for
How many shoppers near the region search for each model every month. This is the
demand AI answers compete for, and it sets how much each city counts toward the scores. Search
demand weights the cities in this report; it is not a sales figure.
Metro leaderboard
The National 25 - who AI recommends, metro by metro
The dealer AI assistants recommend most in each of the nation's 25 biggest metros, measured
with identical non-branded Find / Buy / Service questions in each metro's anchor city.
How to read this. Share of voice: of every time AI named
a dealer in this metro, how often it named this one. AI
visibility: how often AI names the dealer at all. Named first: how often it is the very first
dealer named - kept separate from visibility, as always. Bars are scaled to a 50% share.
Regional leaderboard
The regional leaderboard
Who AI recommends most across the region. Share of voice is the headline:
out of every time AI named a dealer, how often it named this one.
AI visibility is how often AI names the dealer at all, and
named first is how often it is the very first dealer named - a dealer can be
named often yet rarely first, so we keep these separate. Cities with more shopper demand count
for more.
#
Dealer
Strongest sub-market
AI visibility
Share of voice
Named first
1
Toyota of Seattle
Seattle
74%
13%
16%
2
Toyota of Lake City
Bothell
58%
10%
18%
3
Burien Toyota
Kent
55%
10%
36%
4
Michael's Toyota of Bellevue
City of Sammamish
54%
9%
14%
5
Toyota of Renton
Kent
56%
9%
2%
6
Toyota of Kirkland
Bothell
51%
8%
2%
7
Doxon Toyota of Auburn
Kent
40%
7%
11%
8
Rodland Toyota of Everett
Everett
42%
7%
7%
9
Swickard Toyota
Everett
38%
6%
0%
10
Toyota of Puyallup
Tacoma
28%
5%
5%
11
Titus-Will Toyota
Tacoma
25%
5%
8%
12
Marysville Toyota
Everett
27%
4%
18%
13
Toyota of Olympia
Olympia
20%
3%
5%
14
Toyota of Tacoma - Sales Department
Olympia
19%
3%
5%
15
Heartland Toyota
Olympia
20%
2%
0%
Winning patterns
The winners are not who you'd expect
The two things dealers invest in as reputation - store size and Google rating - do not
separate the AI leaders from the field. Most metros are led by a store that is not the biggest
in its market, winning under its own local name.
Where AI's winners rank by store size. Every metro's
dealers, ranked by Google review count; the groups below show where each metro's AI leader
falls in that size order.
Dealer scorecard
Dealer ranking scorecard
Read each grade cell as two numbers: a bold 0-100 grade, and in grey the share of voice it
comes from. The grade is relative - the region's strongest dealer scores 100 and every other
dealer is measured against it. Find, Buy and Service are graded on their own and count equally
toward the Weighted overall. "Weighted" means busier cities count for more: each city's result
is scaled by its monthly search demand before the cities are combined, so how a dealer does
where the shoppers are matters most.
AI sources
Top Sources
The websites AI cited most when answering shopper questions across the region - each shown
as its share of all the citations AI made. Getting listed and well-reviewed on the sources that
rank highest here is how a dealer gets into AI answers.
AI sources
What AI reads, nationally
Store size and ratings do not decide who AI recommends. The clearest national pattern is
what AI reads: the same few sources appear in metro after metro. Sources are ranked by how
many of the 25 measured metros have them among their ten most-cited. A source that shows up
coast to coast shapes every market at once.
Market opportunity
Most metros are still up for grabs
The small number next to each metro is the leader's share of voice divided
by the runner-up's - 1.0x means the leader and runner-up are tied.
Contested - the runner-up is within striking distanceHeld - the leader is comfortably aheadBubble size = market size (monthly searches)
Leader's share of voice
Of every time AI named a dealer in that metro, the percentage that went to the metro's
#1 dealer.
Runner-up's share of voice
The same measure for the #2 dealer. The closer the two shares, the closer the race;
a leader can never sit below the dashed line, only above it.
Share of voice = a dealer's AI mentions ÷ all dealers' AI mentions in its metro
Striking distance = the runner-up holds at least the leader's share ÷ 1.2
Market opportunity
Share of Voice vs Share of Demand
This chart plots each dealer's Share of Voice (up)
against its Share of Demand (across). The dashed line is break-even, where the
two are equal. Below it, a dealer's Share of Demand is larger than its Share of Voice - the
clearest gaps to close. Bubbles are sized by Google review count.
At or above its opportunityBelow its opportunity (a gap)Bubble size = Google review count
Share of Voice
When AI assistants recommend dealers in this region, the percentage of those
recommendations that go to this dealer.
Share of Demand
This dealer's slice of the region's shoppers, based on distance: each town's shoppers
count toward the stores nearest them, and busier towns count for more.
Share of voice = a dealer's AI mentions ÷ all dealers' AI mentions
Share of demand = a dealer's nearby demand ÷ all dealers' nearby demand
Regional insights
Regional Insights
These patterns stand out when the region's answers are read together. Each one is
computed from the measured runs behind this report.
National insights
National insights
Beyond the headline story, these patterns stand out when all the metros are read together.
Each one is computed from the measured runs - per-metro results are directional, but these
cross-metro patterns rest on the full national sample.
Recommended actions
What To Do
The patterns in this report are national, but the actions they point to are local - and none
of them requires being the biggest store in the market. Five places to start, each grounded in
what this measurement found.
Methodology
Methodology
We asked non-dealer branded questions - for example "best Toyota dealer near [city]", "Toyota RAV4 inventory near [city]", and "where to service a Toyota near [city]" - against ChatGPT, Google AI Mode, and Google AI Overview, city by city, and recorded which dealers each answer named and in what order. Dealers are never named in the questions, so every dealer in the region is measured the same way and the leaderboard reflects who AI brings up on its own. Search demand comes from Google search volume for in-market shopping terms by model and city; it weights each city and is not a sales figure. Every confirmed Toyota dealership in the region's measured footprint is tracked and scored - 15 dealers in this report.
Position is reported only as "named first". How often AI names a dealer and how early it names them are separate measurements, and this report keeps them separate. Because the weighting follows measured demand, Seattle and Tacoma together carry about 81% of the regional score; every city's own results are shown in the sub-market table. Search demand: Google search volume. AI visibility: live queries to ChatGPT, Google AI Mode, and Google AI Overview. Dealer ratings: Google Business Profile and Yelp.
Related reports
Related Reports
The national report this regional report belongs to, and sibling regions as they publish.
Regional reports
Regional Reports
Metro-level reports, each ranking the dealers AI
recommends across that metro, city by city.
Next step · For your dealership
Custom Dealer Reports
This regional report shows how AI sees the whole market. A Custom
Dealer Report goes deeper on one dealership: yours.
This national report shows how AI sees dealers across
America's biggest metros. A Custom Dealer Report goes deeper on one dealership: yours.
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How often AI names each dealer across this month's shopping prompts
Your Dealership
54%
Competitor A
41%
Competitor B
33%
Competitor C
27%
FIND
72/100
BUY
41/100
SERVICE
58/100
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Toyota
Seattle
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[{"title":"AI gives shoppers a short list of 3 to 9 dealers","html":"AI answers with actual dealership names 99.1% of the time and names only 3 to 9 dealers per answer. A dealer not on that list loses the shopper to one that is."},{"title":"The most Google reviews does not mean the most AI recommendations","html":"Toyota of Olympia has the region's most Google reviews (7,233) yet ranks 13th of 15 on this leaderboard, while Toyota of Seattle (2,410 reviews) ranks 1st."},{"title":"AI's information comes from review sites and forums, not dealer websites","html":"reddit.com alone is cited more often than any dealer website. The most-cited discussion is r/BellevueWA's \"Best Seattle-Bellevue area Toyota Service\", and 67% of the Reddit discussions AI cites come from this region's own communities. Complaint threads about specific stores are read too."},{"title":"Dealer ratings run far lower on Yelp than on Google","html":"The tracked dealers average 4.4 stars on Google but only 3.0 on Yelp, and 5 of 10 score below 3.0 there. Yelp is one of AI's cited sources in this report, so a weak Yelp profile feeds directly into what AI reads."},{"title":"Seattle holds most of the demand - and no dealer has a firm lead","html":"Seattle and Tacoma together hold 81% of the region's shopping demand, yet in Seattle, the busiest market, the most-recommended dealer (Toyota of Seattle) takes only 17% of AI's dealer mentions. AI names a different leading dealer in 6 of the 7 local areas."}]
[{"tag":"National","title":"Toyota - National AI Report","desc":"The dealer AI recommends most in each of America's 25 biggest metros, and what the 25 winners have in common.","url":"/dealer-ai-visibility/toyota-national"},{"tag":"Regional","title":"Toyota - San Francisco Bay Area AI Report","desc":"Which Toyota dealers AI recommends across San Francisco Bay Area, ranked city by city.","url":"/dealer-ai-visibility/toyota-sf-bay-area"},{"tag":"Regional","title":"Toyota - Los Angeles AI Report","desc":"Which Toyota dealers AI recommends across Los Angeles, ranked city by city.","url":"/dealer-ai-visibility/toyota-los-angeles"}]
