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Overview
Car buyers research online before they visit a dealership. They compare variants, check specifications, and try to figure out which model fits their budget and needs. Most of this happens outside business hours, on a website that can only show static pages and collect form submissions.
A global automotive OEM selling SUVs in India embedded SquadStack.ai's In-App Voice AI Assistant directly on its website and online configurator via web SDK. The assistant does what a showroom sales executive would: it answers questions about models, helps buyers compare variants, and books test drives at the nearest dealership. It runs 24/7, including weekends and holidays.
With Voice AI embedded on its website, the OEM captured 3.2X more buyer details and booked 3.9X more test drives over a six-month period compared with its previous website-led journey.
The Challenge
After-hours interest, no one to respond.
The OEM's website traffic peaks in the evenings and on weekends. A buyer comparing the base variant against the top trim at 11 PM on a Saturday had no one to talk to. The website collected a form submission, and a dealership executive would call back the next business day, sometimes two days later.
By then the buyer had already visited a competitor's showroom or moved on. In a market where buyers typically contact two to four brands before deciding which dealership to visit, the first response wins.
Buyers overwhelmed by choice, with no guidance.
The OEM's SUV lineup spans multiple models, each with several variants, color options, and accessory packages. A buyer landed on the website, saw a grid of options, and had to figure out the differences on their own.
Which variant has the sunroof? What's the price gap between the mid and top trim? Is the diesel worth it for my commute? These are showroom questions, but the buyer was still on a website with no one to ask.
The result: high drop-off before the buyer ever reached a dealership. The leads that did come through arrived cold, with the dealership team spending the first few minutes re-explaining what the website had already failed to communicate.
The Solution
SquadStack.ai embedded its Voice AI assistant on the OEM's website via web SDK, across two campaigns covering the OEM's active SUV product lines.
Voice AI Agent on website
The assistant sits on the OEM's model pages. When a buyer is browsing a vehicle, the assistant opens a conversation right on the page. It answers questions about the model: pricing across variants, feature differences between trims, fuel efficiency, available colors. It captures the buyer's name, location, and model preference, and offers to book a test drive at the nearest dealership. The buyer gets a showroom-grade conversation without leaving the website.
Voice-controlled configurator
The OEM's online configurator lets buyers build their preferred variant visually. SquadStack.ai's Voice AI assistant plugs into this experience. The buyer speaks, and the configurator responds. Want to see the interior? The assistant opens the car door and shows the cabin. Curious about the sunroof? It opens. Want to compare the exterior in a different color? It switches. The buyer controls the entire configurator experience through voice and the configurator becomes a guided, conversational walkthrough of the car.
Both campaigns run on the same principle: the buyer should never feel lost on the website.
Every question gets answered in the moment, every comparison gets made on the spot, and every interested buyer gets routed to a test drive booking before their attention moves elsewhere. The Voice AI handles discovery, qualification, and booking. The dealership team receives a warm lead who already knows which variant they want and why.
"Voice is how people naturally figure things out, and we wanted that for our car buying experience. SquadStack.ai helped us build a configurator and in-website agent where buyers can talk their way through variants, ask questions, and book a test drive from home. So, by the time they walk into a dealership, they already know which car they want."
- CMO, Global Automotive OEM
The Impact
The Voice AI assistant captured 3.2X more buyer details through the website
The OEM's website captured 3.2X more buyer details over six months after embedding SquadStack.ai's Voice AI assistant.
The assistant captures the buyer's location, model preference, and contact details while answering their questions in real time, turning more website interactions into qualified buyer leads.
The Voice AI assistant drove 3.9X more test drive bookings through the website
Test-drive bookings increased 3.9X over the six-month period after Voice AI was embedded into the OEM's website and configurator.
The assistant takes the buyer from product discovery and comparison through qualification and test-drive booking, allowing them to complete the journey without leaving the website.
The Voice AI assistant also improved the conversion of captured leads into test drives
The increase wasn't only driven by a larger pool of captured buyers. A higher share of captured buyer details also progressed to a test drive.
The OEM's lead-to-test-drive conversion rate increased from 2.06% to 2.5%, representing approximately a 1.2X improvement in conversion.
The Voice AI assistant handled 3,780 hours of buyer conversations without a human agent team
The Voice AI assistant logged roughly 3,780 hours of conversation. The assistant handles the full first-contact layer: answering product questions, running comparisons, qualifying interest, and booking test drives. Human involvement starts at the dealership, with a lead who already knows what they want.
The buyers reaching dealerships were warmer and more informed
The buyers who book a test drive through the Voice AI assistant have already had their questions answered. They've compared variants, checked pricing, and in many cases walked through the configurator by voice.
When they show up at the dealership, the sales executive isn't starting from scratch. The lead arrives pre-informed, pre-qualified, and ready to see the car they've already chosen on screen.