We measured how often AI assistants (ChatGPT, Google AI Mode, and Google AI Overview) name each of the region's 10 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.
Bommarito Toyota leads with 17% share of voice (of every time AI named a Toyota dealer in the region) and is named in 79% of all answers. Lou Fusz Toyota and Ackerman Toyota follow. The clearest gap is Newbold Toyota, 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 St. Louis and O'Fallon 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.
Bommarito Toyota - 17% share of voice, named in 79% of answers, named first 27% of the time; strongest sub-market: Florissant.
Lou Fusz Toyota - 16% share of voice, named in 75% of answers, named first 13% of the time; strongest sub-market: Oakville.
Ackerman Toyota - 14% share of voice, named in 69% of answers, named first 20% of the time; strongest sub-market: Oakville.
Victory Toyota of St. Louis - 10% share of voice, named in 58% of answers, named first 12% of the time; strongest sub-market: Oakville.
Pappas Toyota - 10% share of voice, named in 53% of answers, named first 35% of the time; strongest sub-market: O'Fallon.
Jay Wolfe Toyota of West County - 10% share of voice, named in 56% of answers, named first 32% of the time; strongest sub-market: Chesterfield.
Seeger Toyota St. Louis - 7% share of voice, named in 45% of answers, named first 7% of the time; strongest sub-market: Chesterfield.
Newbold Toyota - 6% share of voice, named in 33% of answers, named first 10% of the time; strongest sub-market: Belleville.
Twin City Toyota - 5% share of voice, named in 31% of answers, named first 0% of the time; strongest sub-market: St. Louis.
Mungenast Alton Toyota - 4% share of voice, named in 25% of answers, named first 0% of the time; strongest sub-market: Upper Alton.
Who leads each sub-market, and where
St. Louis (population 279,695, 12,790 searches per month) - AI names Lou Fusz Toyota most.
O'Fallon (population 85,040, 2,630 searches per month) - AI names Pappas Toyota most.
Belleville (population 42,034, 1,210 searches per month) - AI names Newbold Toyota most.
Florissant (population 52,268, 950 searches per month) - AI names Bommarito Toyota most.
Chesterfield (population 47,864, 830 searches per month) - AI names Jay Wolfe Toyota of West County most.
Oakville (population 36,143, 330 searches per month) - AI names Lou Fusz Toyota most.
Upper Alton (population 29,251, 0 searches per month) - AI names Mungenast Alton Toyota most.
The websites AI cited most when answering shopper questions across the region, as a share of all citations:
google.com - 16.8% of citations
reddit.com - 7.5% of citations
toyota.com - 6.9% of citations
dealerrater.com - 6.8% of citations
bommaritotoyota.net - 6.4% of citations
fusztoyota.com - 5.5% of citations
altontoyota.com - 5.1% of citations
carfax.com - 4.5% of citations
pappastoyota.com - 3.5% of citations
ackermantoyota.com - 3.5% of citations
newboldtoyota.com - 3.1% of citations
victorytoyotastlouis.com - 3.0% of citations
Regional Insights
AI gives shoppers a short list of 3 to 6 dealers. AI answers with actual dealership names 99.1% of the time and names only 3 to 6 dealers per answer. A dealer not on that list loses the shopper to one that is.
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/StLouis's "Which Toyota service center is the best?", and 71% of the Reddit discussions AI cites come from this region's own communities.
Dealer ratings run far lower on Yelp than on Google. The tracked dealers average 4.6 stars on Google but only 3.3 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.
City "best dealership" lists feed AI's answers. Sites like Yelp publish a "Top 10 Best dealerships" page for each city, and AI cites them - Belleville's most of all. A dealer's rank on its own city's list affects what AI tells shoppers there.
St. Louis holds most of the demand - and no dealer has a firm lead. St. Louis and O'Fallon together hold 82% of the region's shopping demand, yet in St. Louis, the busiest market, the most-recommended dealer (Lou Fusz Toyota) takes only 18% 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
Bommarito Toyota
Florissant
79%
17%
27%
2
Lou Fusz Toyota
Oakville
75%
16%
13%
3
Ackerman Toyota
Oakville
69%
14%
20%
4
Victory Toyota of St. Louis
Oakville
58%
10%
12%
5
Pappas Toyota
O'Fallon
53%
10%
35%
6
Jay Wolfe Toyota of West County
Chesterfield
56%
10%
32%
7
Seeger Toyota St. Louis
Chesterfield
45%
7%
7%
8
Newbold Toyota
Belleville
33%
6%
10%
9
Twin City Toyota
St. Louis
31%
5%
0%
10
Mungenast Alton Toyota
Upper Alton
25%
4%
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 Camry 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 - 10 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, St. Louis and O'Fallon together carry about 82% 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
St. Louis
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[{"dealer":"Bommarito Toyota","label":"Bommarito","sov":0.1726,"demand_share":0.1195,"reviews":3971},{"dealer":"Lou Fusz Toyota","label":"Lou Fusz","sov":0.1627,"demand_share":0.1091,"reviews":3013},{"dealer":"Ackerman Toyota","label":"Ackerman","sov":0.1426,"demand_share":0.1889,"reviews":1780},{"dealer":"Victory Toyota of St. Louis","label":"Victory St. Louis","sov":0.1032,"demand_share":0.1067,"reviews":1577},{"dealer":"Pappas Toyota","label":"Pappas","sov":0.1017,"demand_share":0.1036,"reviews":2706},{"dealer":"Jay Wolfe Toyota of West County","label":"Jay Wolfe West County","sov":0.0973,"demand_share":0.0886,"reviews":1629},{"dealer":"Seeger Toyota St. Louis","label":"Seeger St. Louis","sov":0.0727,"demand_share":0.0838,"reviews":1654},{"dealer":"Newbold Toyota","label":"Newbold","sov":0.058,"demand_share":0.1,"reviews":1423},{"dealer":"Twin City Toyota","label":"Twin City","sov":0.051,"demand_share":0.0321,"reviews":736},{"dealer":"Mungenast Alton Toyota","label":"Mungenast Alton","sov":0.0382,"demand_share":0.0677,"reviews":649}]
[{"title":"AI gives shoppers a short list of 3 to 6 dealers","html":"AI answers with actual dealership names 99.1% of the time and names only 3 to 6 dealers per answer. A dealer not on that list loses the shopper to one that is."},{"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/StLouis's \"Which Toyota service center is the best?\", and 71% of the Reddit discussions AI cites come from this region's own communities."},{"title":"Dealer ratings run far lower on Yelp than on Google","html":"The tracked dealers average 4.6 stars on Google but only 3.3 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":"City \"best dealership\" lists feed AI's answers","html":"Sites like Yelp publish a \"Top 10 Best dealerships\" page for each city, and AI cites them - Belleville's most of all. A dealer's rank on its own city's list affects what AI tells shoppers there."},{"title":"St. Louis holds most of the demand - and no dealer has a firm lead","html":"St. Louis and O'Fallon together hold 82% of the region's shopping demand, yet in St. Louis, the busiest market, the most-recommended dealer (Lou Fusz Toyota) takes only 18% 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 - Chicago AI Report","desc":"Which Toyota dealers AI recommends across Chicago, ranked city by city.","url":"/dealer-ai-visibility/toyota-chicago"},{"tag":"Regional","title":"Toyota - Detroit AI Report","desc":"Which Toyota dealers AI recommends across Detroit, ranked city by city.","url":"/dealer-ai-visibility/toyota-detroit"}]
