If you sell used cars in Ireland, your next buyer may arrive with a shortlist written by a chatbot. New research by The Motor Ombudsman shows that about one in five drivers (18%) say they’ll use AI to help choose their next car, asking tools like ChatGPT for model recommendations, price comparisons, and gotchas to watch out for. That mirrors other studies showing AI use in car shopping tracking between 18% and 25% and rising.
This signals that buyers are researching faster and arriving at the dealership more confident. The opportunity for Irish dealers and car-finance brokers is to make your stock, pricing, and finance journey “AI-friendly” so you show up in those prompts and convert when you do. Below is LM Operations’ practical playbook, tuned for the Irish market.
What “AI-assisted” car shopping actually looks like
How to make your listings “AI-ready” (so you show up in prompts)
Pricing and brands: where AI nudges buyers
Finance is the clincher (especially for AI-briefed buyers)
Scripts and emails that work for AI-assisted leads
For brokers: faster approval paths win the AI shopper
Marketing and operations: quick wins you can ship this month
What “AI-assisted” car shopping actually looks like
From the buyer’s side, typical AI asks include:
- “What’s the best family hatch under €15k with cheap running costs?”
- “Compare a 2018 diesel Octavia vs 2019 Corolla hybrid for Dublin–Kildare commutes.”
- “What should I check on a 10-year-old Qashqai before buying?”
- “What’s a fair finance payment for €17,000 over 48 months?”
Surveys suggest most users lean on AI for early research, price checks, and negotiation prep, not just novelty. Platforms are also building AI into the journey itself. Auto Trader’s AI tooling is now embedded across thousands of retailer sites, shaping how buyers discover and assess vehicles.
The current situation in Ireland is noteworthy, as market activity remains robust. The SIMI has reported encouraging momentum for September, highlighted by a rise in both used imports and electric vehicle (EV) registrations. With an increase in engaged buyers and a sufficient supply of vehicles, it is evident that dealers who respond promptly and clearly are better positioned to connect with potential customers. More engaged buyers plus plentiful stock means the dealer who answers clearly and quickly gets the call.
How to make your listings “AI-ready” (so you show up in prompts)
AI tools pick winners the same way people do: clear, structured facts beat vague marketing. Optimise your Vehicle Detail Pages (VDPs) and stock feeds so an AI, or a human, can lift the essentials at a glance.
1) Write like a good brief, not an advert
Lead with use-case and costs: “City-friendly petrol hatch, 50+ mpg real-world, NCT to 09/26, full history, two keys, timing belt done at 95k.” This is the sort of sentence an AI can quote back to a shopper.
2) Standardise the facts buyers ask AI about
- Service history (stamps/invoices, major items: belt/chain, brakes, tyres)
- Ownership & keys (number of owners, two keys)
- NCT & tax (expiry dates)
- Running costs (typical mpg or L/100km, insurance band cues)
- Common faults addressed (e.g., DPF clean, EGR replaced)
3) Give clean, consistent data to marketplaces
Use the same trims, option names, and photo order across sites. AI extracts patterns: consistency equals discoverability.
4) Use short sentences to answer common AI prompts such as “Should I buy this?”
A simple verdict: “Great for Dublin commute; hybrid saves on stop-start, low tax band.”, is exactly what large language models surface.
Pricing and bands: where AI nudges buyers
Many prompts ask for the best buys under a budget. Land inside common Irish search bands:
€9,995 / €12,995 / €14,995 / €17,995 / €19,995 / €24,995.
If your ask is €18,050, you’ll miss lists that say, “best cars under €18k.” Micro-moves of €100–€300 are smarter than full re-prices. Pair the headline with a short “why this price” note (recent tyres, brakes, service and 12-month NCT included) to hold margin.
Finance is the clincher (especially for AI-briefed buyers)
People ask AI about monthly affordability. Meet them there.
- Put one representative HP or PCP example above the fold (term, deposit, APR, total cost of credit).
- Offer a soft-search path so buyers can check eligibility without a footprint on their credit file.
- Show a deposit slider that updates the monthly amount instantly; AI-primed shoppers are testing scenarios before they call.
Trade reads show AI usage climbing alongside mainstream digital research (well over 90% of shoppers now research online). If your monthly is buried, you’ll lose to the listing that spells it out.
Scripts and emails that work for AI-assisted leads
Buyers who arrive with an AI-built shortlist are decisive. Keep responses short, factual, and aligned to the questions AI taught them to ask:
- Condition & costs: “Two owners, full history; timing belt done at 95k; four new tyres; NCT 09/26.”
- Use-case fit: “Ideal for 80km daily commute; real-world 5.0–5.5 L/100km on the N7.”
- Finance clarity: “HP from €X/month (10% deposit, 48 months, APR Y%). Total cost of credit €Z. Soft-check link here.”
- Next step: “Two test-drive slots today (4:30pm / 6:00pm). Want me to hold it for 2 hours?”
For brokers: faster approval paths win the AI shopper
- Pre-fill apps from the enquiry so buyers aren’t re-typing details they’ve already given.
- Term/deposit trade-off on one screen, show how €500 either way moves the monthly.
- Keep near-prime options visible; AI-coached buyers often know their band and just want a straight “yes” at a comfortable payment.
Marketing & Operations: quick wins you can ship this month
- Add a “Why this suits Irish drivers” line to every listing (tax band, NCT timing, urban vs motorway fuel economy).
- Photograph proof: service book, invoices, two keys, tyre depth, brake discs… exactly what AI (and people) ask about.
- Tidy your data feed: identical trim names and option labels across your site and portals.
- Build a short “AI FAQs” block on VDPs: belt/chain, DPF, tax, common checks done.
Why is this good news for Irish forecourts
AI-assisted buyers turn up knowing what they want, what “fair” looks like, and what monthly payment to expect. If your listing answers those points clearly and quickly, you’ll speed up time to deal and protect margin, especially in busy price bands supported by strong used import flows.
AI may shape the shortlist, but finance seals the deal
Work with LM Operations to deliver smarter, faster finance approvals that help you win the new generation of AI-informed car buyers.